What Goanna Ag does

Goanna Ag (legally Discovery Ag Pty Ltd T/A Goanna Ag) is an Australian AgTech company headquartered in Goondiwindi, Queensland, that builds low-cost, low-power, long-range IoT sensors and LoRaWAN network connectivity for the agricultural sector. Founded in 2002 by Tom Dowling as Goanna Telemetry and rebranded under its current name in 2016 following Delta Agriculture's investment and subsequent transfer of ownership, the company operates as a private firm with 11–50 employees and a US commercial presence in Texas. Its product portfolio centers on three pillars: GoField, an irrigation scheduling solution that fuses in-field soil moisture and canopy temperature sensors, local weather data, crop growth stage, and satellite imagery using algorithms licensed from CSIRO and the University of Southern Queensland's Centre for Agricultural Engineering; WAND (Weather And Networked Data), a hazardous-inversion and spray-drift warning system built on 100 Profiling Automatic Weather Stations across NSW and Queensland; and GoSense/GoMeter, telemetry hardware for water metering, soil moisture, and farm resource monitoring. The GoApp mobile and web platform provides the user-facing interface, and additional offerings include WISD smoke-detection sensors for the wine industry and floodplain harvesting compliance hardware.

Revenue is generated through a mix of recurring subscriptions (GoField without lock-in contracts and with no hardware capital outlay, GoMeter at AUD $240 per annum after a government-subsidized first year, and WAND Solo at AUD $99 per year plus a Professional tier with freemium core alerts), hardware sales and installation services, and professional services for regulatory compliance such as Duly Qualified Person installation under NSW floodplain harvesting rules. Distribution combines a direct sales team of commercial managers and field technicians with a retail partner network spanning Delta Agribusiness, Nutrien Ag Solutions, Elders, Landmark, Cotton Grower Services, B+W Rural, and AGnVET across NSW, QLD, VIC, and the NT, supplemented by government-subsidized programs (NSW Telemetry Uplift, QLD Murray-Darling Basin Telemetry) and a Bayer strategic partnership reaching myBMP-certified cotton growers. The customer base is led by Australian cotton growers — where the company claims >60% market share — with secondary segments in US cotton growers (10 cotton-belt states), Australian grain growers, dryland farmers (expanded via the 2025 AgByte merger), and water entitlement holders requiring compliance telemetry.

The company has evolved from a single-product telemetry provider into an integrated platform through research collaborations with CSIRO, GRDC, CRDC, and UniSQ, a 2018 mezzanine capital raise of AUD $3.35 million from Westpac, GrainCorp, MHPF, Delta Agribusiness, and David Murray, and two 2025 transactions (the AgByte merger adding dryland grain and pastoral monitoring, and the GroGuru asset acquisition expanding the US irrigation offering). It remains privately held, has not undertaken an IPO, and discloses no revenue. Named enterprise/government customers include Australian cotton growers (majority of the cotton market), US cotton growers across 10 states, Australian grain growers served by the WAND network, and the USDA (collaboration and validation partner).

Name

Goanna Ag

Legal name

Discovery Ag Pty Ltd T/A Goanna Ag

Website

https://goannaag.com.au

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

11–50 employees

Short description

Goanna Ag is an Australian AgTech company providing LoRaWAN-enabled IoT sensors and analytics for irrigation scheduling (GoField), hazardous weather alerts (WAND), and water telemetry (GoSense/GoMeter). It serves over 60% of the Australian cotton market, has expanded into 10 US cotton-belt states, and operates government-subsidized compliance programs across Australia.

Ownership category

akta.pro rank

Product category

Precision Agriculture IoT / Smart Irrigation

NAICS

Farm Machinery and Equipment Manufacturing (333111), Agricultural Implement Manufacturing (33311)

SIC

Farm Machinery & Equipment (3523), Agricultural Services (700), Industrial Instruments For Measurement, Display, And Control (3823)

akta.pro primary industry

Irrigation Scheduling & Water Optimization Analytics (AFABAMAG)

akta.pro secondary industries

In-Field Sensor Hardware (Soil Moisture/Nutrient, Weather, Canopy Sensors) (AFABAMAA), IoT Farm Sensors & Edge Devices (Soil, Weather, Crop, Water) (AFAAAFAC), Decision Support & Agronomic Modeling (Yield, Irrigation, Pest/Disease Forecasting) (AFAAAFAF), Pest/Disease/Weed Detection & Forecasting Analytics (AFABAMAI), Irrigation Control & Automation (Controllers, Valves, Sensors, IoT) (AFAAACAF), Irrigation Monitoring & Sensors (Flow/Pressure Meters, Soil Moisture, Water Quality Sensors) (AFABAHAJ)

Keywords

• Agricultural IoT sensors
• Irrigation scheduling software
• Water telemetry monitoring
• Precision agriculture solutions
• LoRaWAN network connectivity

Headquarters

HQ city

Goondiwindi

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. GoField Subscription: GoField is offered with no lock-in contract and no hardware capital costs to customers, suggesting a subscription-based software-as-a-service model for irrigation scheduling analytics.
2. GoMeter Telemetry: GoMeter telemetry device subscription at $240 per annum after first year (subsidized first year through government programs). Covers telecommunication services and GoApp data access.
3. WAND Premium Plans: WAND offers Solo plan at $99/yr (+GST) and Professional plans with premium features. Core real-time weather features remain free.
4. Hardware and Installation Services: Sale and installation of telemetry devices, sensors (Vegapuls radar sensors, GoStorage units), and compliance solutions for Floodplain Harvesting program.
5. Floodplain Harvesting Compliance Services: Duly Qualified Person (DQP) services for installation and compliance of primary and secondary monitoring devices under NSW regulations.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Goanna Ag builds and operates an IoT-based agricultural intelligence platform combining proprietary soil moisture, canopy temperature, and weather sensors with a LoRaWAN low-power wide-area network and analytics software (GoField, WAND). Its products help cotton and grain growers optimize irrigation scheduling, detect hazardous spray conditions, and meet water compliance regulations across Australia and the United States.

Product overview

Goanna Ag offers a comprehensive suite of agricultural intelligence solutions centered on irrigation management and water optimization. The core platform includes GoField (irrigation scheduling using sensors, weather, and satellite data), WAND (spray drift hazard warning system), and GoSense/GoMeter (sensor and telemetry solutions). Additional products include WISD for wine industry smoke detection, inversion towers for spray safety, Water Dashboard for water account management, and GoApp for mobile access. The company also operates government-subsidized telemetry programs in NSW and Queensland, and provides floodplain harvesting compliance solutions. Following acquisitions of AgByte (2025) and GroGuru (2025), the portfolio expanded to include dryland solutions and US market coverage.

Differentiator

Problem solved

Functional benefit

Brands

• GoField: The world's most intelligent and accurate irrigation scheduling solution, integrating in-field sensors, local weather data, crop growth stage and satellite imagery with advanced analytics to identify the optimum time for irrigation. Provides real-time monitoring and a 7-day forecast.
• GoSense
• WAND (Weather And Networked Data)
• WISD (Wine Industry Smoke Detectors)
• GoMeter
• GoStorage
• GoApp

Products and services

• GoField Smart irrigation scheduling solution that integrates in-field sensors, local weather data, crop growth stage, and satellite imagery with analytics to identify optimum irrigation timing. Provides real-time monitoring and a 7-day forecast for cotton and other irrigated crop growers.
• GoSense On-farm resource sensors providing cost-effective hardware solutions to monitor soil moisture, rainfall, water tanks, and fuel tanks, delivering data-driven insights for growers via the GoApp platform.
• WAND (Weather And Networked Data) Real-time hazardous weather alert system with 100 PAWS towers providing 10-minute updates on temperature inversions and safe spray windows for growers and spray applicators across Australian grain and cotton regions.
• GoMeter Telemetry device for water pump and flow meter monitoring that replaces manual readings with near real-time data updates every 15 minutes, delivered through the GoApp.
• WISD (Wine Industry Smoke Detectors) Specialized IoT sensors that detect smoke exposure in wine grape production, helping winemakers assess potential smoke taint risk.
• Hazardous Inversion Towers Profiling Automatic Weather Stations (PAWS) that monitor vertical temperature profiles to detect hazardous inversions, enabling safe herbicide spraying decisions.
• Water Dashboard Online tool that consolidates government water account data and on-farm sensor data (storage dams, bores, channels, field water content) into a single dashboard for informed water management decisions.
• GoApp Mobile and web application that provides growers with access to Goanna Ag's telemetry data, irrigation scheduling recommendations, and water management tools from anywhere.
• Floodplain Harvesting Compliance End-to-end compliance solution for NSW floodplain harvesting regulations, including approved primary and secondary monitoring devices, Duly Qualified Person (DQP) installation services, and storage surveys.

Quantifiable outcome

• GoField technology generates $152/ha extra per season through increased cotton yields while reducing operational and water costs.
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability5 records

Feature6 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• University of Southern Queensland (UniSQ) Centre for Agricultural EngineeringcoreStrategic or Co-development Partner · 1 January 2023Licensed ground-breaking multi-pixel algorithm from UniSQ developed by Dr. Alison McCarthy. Partnership also involved CSIRO and Smarter Irrigation for Profit program for algorithm development and commercialization.
• Grain Research and Development Corporation (GRDC)coreStrategic or Co-development Partner · 14 March 2022$5.5 million five-year partnership (2022) to develop WAND spray drift hazardous weather warning system. GRDC and CRDC jointly invested with Goanna Ag to provide real-time weather data and alerts to growers about temperature inversions.
• Cotton Research & Development Corporation (CRDC)coreStrategic or Co-development Partner · 14 March 2022Joint investor with GRDC in WAND system development. CRDC collaborated with Goanna Ag on Smarter Irrigation for Profit initiatives and algorithm licensing for cotton irrigation technology.
• BayercoreStrategic or Co-development Partner · 9 August 2021Three-year strategic partnership (2021) to leverage synergies for mutual growth. Bayer provides myBMP certified growers access to Goanna Ag's GoField PLUS technology to help cotton growers optimize irrigation scheduling and contribute to sustainability objectives.
• National Narrowband Network Co (NNNCo)coreTechnology or Integration · 4 December 2018Australian IoT telecommunications company providing LoRaWAN network carrier services. Partnership extended NNNCo's existing coverage, enabling cost-effective connectivity for Goanna Ag's sensors across 3 million hectares of Australian cotton-growing regions.
• CSIROcoreStrategic or Co-development PartnerCSIRO is Australia's national science agency. Goanna Ag partnered with CSIRO's Digiscape WaterWise Team to co-design and deploy IP featured in the GoField solution. Collaboration resulted in cotton stress-time threshold algorithms and ongoing research partnerships for irrigation optimization.
• Cotton Seed Distributors (CSD)coreStrategic or Co-development PartnerMajor investor in cotton breeding and research. Partnered with Goanna Ag to develop the Water Dashboard tool and provide product-focused extension services to Australian cotton industry.
• Pacific SeedsminorStrategic or Co-development PartnerLeading seed provider in Australia. Collaboration through Skip platform combining Pacific Seeds, ClimateAi, and Goanna Ag weather data for farm-specific climate forecasting and decision-making tools.
• USDA (United States Department of Agriculture)minorStrategic or Co-development PartnerCollaborated with USDA in 2020 for validation of Goanna Ag solutions on global stage. Commercial trials commenced in US market through this partnership.
• Queensland Department of Regional Development, Manufacturing and WatercoreStrategic or Co-development PartnerGovernment partnership for Queensland Murray-Darling Basin Telemetry Project. Providing 600 fully subsidized telemetry devices for surface water meters. Part of $3.7 million Increase Telemetry Capability project.
• NSW Government (Department of Planning, Industry and Environment)coreStrategic or Co-development PartnerNSW Government funded the Telemetry Uplift Program with Goanna Ag delivering subsidized telemetry devices across key NSW valleys. Approximately 4,000 eligible meters targeted with government funding.

Scale indicators8 records

Recent moves13 records

Expansion highlights6 records

Direct peers

• METER Group: US-based manufacturer of soil moisture, water potential, and environmental sensors widely used in agriculture and research. Comparable to Goanna Ag's soil moisture and weather sensor product lines and a potential competitor for in-field precision ag sensing globally.
• CropX: Israel/US-based precision irrigation and soil sensing company offering hardware sensors and analytics for irrigation scheduling. Closely comparable to Goanna Ag's GoField and GoSense product stack, with a similar subscription-plus-hardware model targeting broadacre and specialty crop growers globally.
• Pessl Instruments (METOS): Austria-based provider of weather stations, soil moisture sensors, and field monitoring devices used globally in precision agriculture. Directly comparable to Goanna Ag's WAND weather station network and GoSense sensor portfolio, with a broader geographic footprint.
• Sentek Technologies: Australia-based soil moisture sensor manufacturer serving global agriculture and research markets. Closely comparable to Goanna Ag's GoSense in-field sensor hardware and is a likely competitor in Australian precision irrigation soil moisture monitoring.
• Tule Technologies: US-based precision irrigation company providing canopy-sensor-driven evapotranspiration and irrigation recommendations for specialty crops and vineyards. Comparable to Goanna Ag's canopy-temperature-based irrigation analytics approach in GoField, particularly for high-value crop water management.
• Semios: Canada-based precision agriculture platform combining sensors, weather data, and predictive analytics for pest management, irrigation, and crop decisions. Comparable to Goanna Ag in delivering multi-source data analytics to tree, vine, and broadacre growers with a subscription model.

Emerging players

• AQUA Spy: US-based soil moisture probe manufacturer focused on irrigation water management for broadacre crops and cotton. Comparable to Goanna Ag's soil moisture sensing line and a direct competitor in US cotton-belt irrigation telemetry.

Broad incumbents

• Lindsay Corporation: US-listed manufacturer of irrigation infrastructure (center pivots, lateral move systems) and FieldNET remote irrigation management platform. Comparable as a much larger incumbent in agricultural water management, with overlap in irrigation scheduling telemetry through FieldNET.
• Trimble Agriculture: Global precision agriculture platform offering guidance, telematics, variable rate application, and farm management software. Comparable to Goanna Ag as a broad incumbent in precision agriculture with overlapping decision-support and sensor-based analytics, though focused on broader farm operations rather than irrigation-specific analytics.
• Valmont Industries: US-listed global manufacturer of mechanized irrigation equipment and infrastructure, with Valley Irrigation brand pivots and AgSense/Valley 365 irrigation scheduling platform. Comparable to Goanna Ag as a broad incumbent in irrigated agriculture with overlapping irrigation telemetry and scheduling offerings.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/goannaag
• LinkedInlinkedin.com/company/goannaag

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Goanna Ag