Map of Ag

What Map of Ag does

Map of Ag is a B2B farm data insights platform that integrates fragmented on-farm data systems into AI-enabled, verifiable intelligence for the agri-food supply chain. Founded in 2016 and headquartered in Penrith, United Kingdom, with regional offices in New Zealand and Australia, the company serves banks, food retailers, processors, and food manufacturers across 14 agricultural sectors and 8 countries. Its core platform, FarmMetrics, connects to over 400 on-farm and third-party data sources, powers approximately 1 million ingestion and calculation tasks each month, and supports 27,500 farm and supply-chain metrics built on 300 million data points, with historical depth reaching back to 1949.

The technology stack includes the Pure Farming data exchange platform for consented data flow, Farm Mapping for spatial intelligence, and proprietary AI capabilities spanning satellite remote sensing, computer vision, digital twin reasoning, predictive analytics, and bespoke AI agents such as those automating feed emissions analysis. In-house greenhouse gas emissions models hold ISO 14067 accreditation, and the company is certified under ISO/IEC 27001, the Farm Data Principles, the Australian NFF Farm Data Code, and UK Cyber Essentials. Named enterprise customers include Weetabix, ADM, Barclays, Leprino Foods, McDonald's Australia & New Zealand, Sainsbury's, Saputo, Arla, Long Clawson, Red Tractor, AsureQuality, and Wine Australia, with programmes spanning cereals, dairy, meat, fresh produce, and viticulture.

Map of Ag operates a subscription-based B2B SaaS revenue model, monetizing data integration, analytics, reporting, custom software development, and consulting services via direct enterprise field sales. The company is privately held, bootstrapped without external institutional funding, and reported reaching profitability in 2026 at its ten-year milestone, having onboarded over 24,000 farms across its operations.

Name

Map of Ag

Legal name

Map of Agriculture Group Ltd.

Website

https://mapof.ag

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Map of Ag is a B2B farm data insights platform that integrates 400+ on-farm data sources via its FarmMetrics and Pure Farming platforms, delivering AI-enabled sustainability analytics, Scope 3 emissions measurement, and assurance workflows to agri-food enterprises, banks, and processors across 8 countries.

Ownership category

akta.pro rank

Product category

Agricultural Data Analytics & Farm Intelligence Platform

NAICS

Other Crop Farming (1119)

SIC

Agricultural Services (700)

akta.pro primary industry

Farm Data Platforms, Integration & APIs (Interoperability/Middleware) (AFAAAFAG)

akta.pro secondary industries

Carbon, Sustainability & MRV Platforms (GHG Accounting, Regenerative Ag) (AFAAAFAK), Farm Management Information Systems (FMIS) & Digital Recordkeeping (AFABAMAD), Satellite Imagery & Monitoring Platforms (AFAAAFAI), Farm Technology Enablement & Data Integration Advisory (FMIS/ERP, IoT, Decision Support) (AFACAJAG)

Keywords

• Farm data analytics
• Agricultural data platform
• Supply chain sustainability
• GHG emissions measurement
• Agritech data integration

Headquarters

HQ city

Woodbridge

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. B2B Platform Licensing: B2B farm data insights platform licensing to agri-food businesses, processors, retailers, and banks. Delivers enterprise-level services to global agri-food businesses through subscription-based access to data integration, analytics, and reporting capabilities.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Map of Ag operates a B2B farm data insights platform that connects fragmented on-farm systems and third-party data sources into a unified hub (FarmMetrics) for agri-food supply chains. The platform integrates over 400 data sources, applies AI-enabled verification, and delivers GHG emissions measurement, benchmarking, and reporting to processors, retailers, banks, and food manufacturers. The company supplements the platform with Pure Farming data exchange, custom software development, and animal health, welfare, and sustainability consultancy services.

Product overview

Map of Ag is a B2B farm data insights platform offering a unified product architecture centred on FarmMetrics as the core platform. The platform connects existing on-farm systems through Pure Farming for data exchange and integrates over 400 data sources. FarmMetrics provides the main user interface with AI-enabled verification, benchmarking, and reporting capabilities. Additional modules include Farm Mapping for spatial intelligence and AgAssure for compliance purposes. TotalDairy operates as a sub-brand for knowledge transfer and CPD training. The platform is designed for supply chain connectivity with farmer permission and control at the centre.

Differentiator

Problem solved

Functional benefit

Products and services

• FarmMetrics Flagship unified platform providing farm data integration, capture, modelling, and reporting. Connects to over 400 on-farm and third-party data sources with secure permissioning, AI-enabled verification, smart benchmarking across years and cohorts, and configurable KPI dashboards. Designed for agri-food supply chain enterprises.
• Pure Farming Agricultural-data exchange SaaS platform enabling consented data flow between farmers and supply chain partners. Allows agri-food businesses to request data and farmers to control what data they share, connecting farm management software without manual rekeying. Includes a Developer Hub for agritech integration.
• GHG Emissions Assessment GHG emissions measurement capability built on FarmMetrics. Pre-populated, permissioned data completes large portions of farm assessment using in-house models aligned to ISO 14067, with ISO 14064 used for customer-specific projects.
• Farm Mapping Spatial intelligence capability providing field-level clarity for sustainability and resilience. Features auto-loaded boundaries, intuitive editing, flexible capture spanning fields and non-agricultural areas, and priority data layers such as flood risk.
• AI Agents for Feed Emissions Data Series of AI agents that read feed tickets and calculate carbon emissions of feeds with high accuracy, replacing reliance on generic default values. Enables processing of feed data at scale and speed for dairy farm emissions calculations.
• TotalDairy Part of the Map of Ag Group, TotalDairy provides industry-leading knowledge transfer learning through live sessions and annual CPD workshop courses throughout the year for the dairy sector.
• Custom Software Development Service Experienced team of developers working closely with clients to understand specific requirements, using data science to build custom solutions that seamlessly integrate with existing data sources.
• Animal Health and Welfare Consultancy Bespoke consultancy and data-driven insights on animal health and welfare for the agri-food supply chain.
• Environmental Sustainability Consultancy Strategic sustainability consultancy for agri-food clients, helping them stay ahead with innovative solutions covering GHG, biodiversity, water quality, and net zero planning.

Quantifiable outcome

• Weetabix growers achieved 221kg CO2e per tonne of wheat - significantly below previous estimates using secondary data
• +4 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability8 records

Feature7 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• Red TractorcoreStrategic or Co-development Partner · 1 December 2025Map of Ag works alongside Red Tractor to deliver the Red Tractor online portal - a cloud-based platform for farm assurance data submission, centralized document storage, and streamlined assessment processes. Partnership responds to UK Farm Assurance Review recommendations for digital transformation.
• Wine AustraliacoreStrategic or Co-development Partner · 1 July 2025Map of Ag Australia engaged to design and build the National Vineyard Register digital platform for Wine Australia. The register will track vineyard sizes, ages, and grape varieties across Australia, funded through a government package exceeding $4 million.
• ADMcoreStrategic or Co-development Partner · 1 September 2023Map of Ag supports ADM's Regenerative Agriculture programme in the UK by verifying actions undertaken by farmers and facilitating data collection and analysis to assess greenhouse gas emissions, biodiversity scores, and in-field carbon sequestration. ADM offers financial and technical support to farmers transitioning to regenerative practices.
• McDonald's Australia & New ZealandminorStrategic or Co-development PartnerMcDonald's is the first global restaurant company to take on SBTi targets at scale. Map of Ag's CTO Andrew Cooke participated in a webinar exploring how businesses tackle agricultural emissions and MRV (Measurement, Reporting, and Verification).
• ICAR (International Committee for Animal Recording)coreTechnology or IntegrationMap of Ag adopts ICAR Animal Data Exchange (ADE) specification - an open-source data schema covering animals, groups, milking, movement, health, reproduction, and livestock monitoring. Participation in working groups with broad representation.
• AgGatewaycoreTechnology or IntegrationMap of Ag adopts AgGateway ADAPT Standard for cropping and machinery operations - a global non-profit initiative driving connectivity in agriculture with schemas, code lists, and spatial formats.
• Cool Farm ToolcoreTechnology or IntegrationMap of Ag builds direct data links to Cool Farm Tool carbon calculator, enabling data to be processed automatically and reprocessed when the tool updates its models. Used for Weetabix Growers Group and other programmes.
• AsureQualityminorStrategic or Co-development PartnerAsureQuality's Head of Sustainability participated in Map of Ag webinar on agrifood emissions, discussing emissions reporting challenges and how standardisation and data sharing accelerate climate action.
• Farm Data PrinciplescoreStrategic or Co-development PartnerGoverned by clear and robust principles ensuring that data originators (farmers) retain control and ownership over their data. Map of Ag is certified under this scheme.
• National Farmers' Federation (Australia)coreStrategic or Co-development PartnerMap of Ag complies with the NFF Farm Data Code, a yardstick by which farmers can evaluate data terms and policies of providers.
• AgriTech New ZealandminorStrategic or Co-development PartnerBrendan O'Connell, CEO of AgriTech New Zealand, participated in Map of Ag webinar on spatial data interoperability, discussing pre-competitive collaboration in establishing industry standards.

Scale indicators8 records

Recent moves5 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/mapofag

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles14 records

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Map of Ag