WEEDit
WEED-IT (Rometron B.V.) designs and sells chlorophyll fluorescence-based precision spot spraying systems for broadacre, row crop, orchard, and autonomous agricultural applications, distributing through OEM partners and an 11+ country dealer network.
- Company typePrivate
- Founded1997
- HeadquartersSteenderen, Netherlands
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What WEEDit does
WEED-IT is a precision spot spraying system developed and commercialized by Rometron B.V., a privately held Dutch company founded in 1997/1999 and headquartered in Steenderen, Netherlands. The product uses chlorophyll fluorescence detection sensors combined with ultrafast Pulse Width Modulation spray control (up to 100 Hz, 14,000 readings per second) to detect living weeds and activate nozzles only where weeds are present, achieving up to 95% herbicide savings versus broadcast spraying. The core portfolio consists of the WEED-IT QUADRO sensor (four detection zones of 25 cm each, launched 2019), the WEED-IT DASH controller and data platform (launched 2025) with cellular/Wi-Fi/GPS connectivity, and the WEED-IT AQRATE per-nozzle rate control module (launched 2024), supported by a REMAN remanufactured parts program. WEED-IT serves broadacre grain farmers, row crop farmers, fruit growers and orchard operators, agricultural contractors, and autonomous sprayer manufacturers across more than 11 countries through an exclusive distributor and OEM channel model, with named partners including Agrifac, Amazone, John Deere, Case, New Holland, Fendt, Kuhn, Hardi, SwarmFarm, Herbicide GUSS, Bluewhite, HSS/AgXeed, and Bonsai Robotics.
Rometron earns revenue primarily through hardware sales of sensor kits, controllers, and nozzles, distributed via official country distributors and dealer networks with both OEM and retrofit configurations. Pricing is custom-quoted based on land size, sprayer type, and customer goals, with ROI driven by chemical and water savings; an REMAN aftermarket program, WEED-IT Academy training, and remote support via the DASH controller add recurring service and parts revenue. The company maintains engineering, production, and headquarters at a single solar-powered site in Steenderen, plus a hardware engineering office (Rometron-Zuid) in Best, a regional presence in Lockwood VIC (Rometron Australia), Calgary (Canada), and Bozeman (Agritech America), and R&D relationships with Wageningen University and Research, the University of Western Australia, the University of Sydney, UFSM Brazil, and the Washington Tree Fruit Research Commission.
WEEDit firmographics
Firmographics- Name
- WEEDit
- Legal name
- Rometron B.V.
- Website
- https://weed-it.com
- Company type
- Private
- Founded year
- 1997
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- WEED-IT (Rometron B.V.) designs and sells chlorophyll fluorescence-based precision spot spraying systems for broadacre, row crop, orchard, and autonomous agricultural applications, distributing through OEM partners and an 11+ country dealer network.
- Ownership category
- akta.pro rank
Where WEEDit is headquartered
LocationHeadquarters
- HQ city
- Steenderen
- HQ country
- Netherlands
- HQ region
- Europe
Offices5 records
Markets served
WEEDit business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Technology or R&D, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- Precision Spraying Hardware Systems: WEED-IT sells precision spot spraying systems including sensors, controllers, cabling, and spray nozzles. Products include WEED-IT QUADRO, DASH, and AQRATE. Hardware is sold through distributors globally with both OEM and retrofit options.
- Aftermarket Parts and Service: WEED-IT provides original spare parts, REMAN (remanufactured) components, and after-sales support through its global dealer network. REMAN program offers inspected, renewed, and tested components at lower cost with 1-year warranty.
- Training and Support Services: WEED-IT Academy provides dealer training on technical instructions and latest features. Remote support via DASH system allows dealers to access terminal screens in real-time for configuration guidance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom quotation based on customer needs |
| Other | Multi-year contract | Up to 95% chemical savings drives ROI |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
WEEDit product offering
Product offeringCore offering
WEED-IT designs, manufactures, and sells precision spot spraying hardware systems that use chlorophyll fluorescence detection sensors to identify weeds and trigger spray nozzles only where weeds are present. The product line comprises the WEED-IT QUADRO four-zone fluorescence sensor, the WEED-IT DASH smart controller with touchscreen and data logging, and the WEED-IT AQRATE individual nozzle rate control module. Systems are sold to commercial farmers, agricultural contractors, and OEM sprayer manufacturers through a global distributor network and OEM partnerships, with after-sales parts and the REMAN remanufactured components program providing recurring revenue.
Product overview
WEED-IT is a precision spot spraying system that uses chlorophyll fluorescence detection sensors to identify weeds and spray only where needed, achieving up to 95% savings on crop protection products. The product portfolio consists of the WEED-IT QUADRO (flagship sensor platform with four detection zones per sensor), WEED-IT DASH (smart controller and data platform with touchscreen interface), and WEED-IT AQRATE (individual nozzle rate control module). These products share a common technology foundation based on fluorescence detection and ultra-fast PWM (up to 100 Hz) spray control, and support four spray modes: Spot Spraying, Dual Spraying, Cover Spraying, and Spot-in-Crop. The systems integrate with various spraying platforms (self-propelled, mounted, robotic, ground gliders, quads, orchard sprayers) through OEM partnerships and retrofit kits. Since 2024, WEED-IT also offers a REMAN remanufactured parts program.
Differentiator
Problem solved
Functional benefit
Brands
- WEED-IT QUADRO: Flagship precision spray system with four detection zones of 25 cm each, featuring fluorescence-based chlorophyll detection and up to 100 Hz PWM technology.
- WEED-IT DASH
- WEED-IT AQRATE
- REMAN
Products and services
- WEED-IT DASH Compact and easy-to-integrate precision spraying system that detects green targets (weeds) via chlorophyll fluorescence sensors and activates spray nozzles only where needed. Includes the DashCom 10 touchscreen with HD 3D visualization and the Dash Advanced Controller managing all input/output, communication, real-time control, and data logging, plus a cabling kit with cellular/Wi-Fi/GPS puck antenna. Designed to be added to existing WEED-IT QUADRO setups or retrofitted to nearly any sprayer brand.
- WEED-IT QUADRO Flagship precision spraying sensor built for wide booms and higher speeds, using chlorophyll fluorescence detection with four detection zones of 25 cm each (1 meter total per sensor). Delivers reliable detection and accurate spot spraying with up to 100 Hz PWM, 14,000 readings per second, speed compensation up to 25 km/h, and curve compensation. Supports four spray modes: Spot, Dual, Cover, and Spot-in-Crop. The world's best-selling precision spray system, with 10,000+ units sold as of 2021.
- WEED-IT AQRATE Individual nozzle rate control module that keeps dosing consistent and precise even as speed or pressure changes in the field. Adds variable rate application at the nozzle level on top of WEED-IT QUADRO and DASH systems.
- WEED-IT REMAN Remanufactured components program under which previously used WEED-IT parts are inspected, renewed, and tested to original specifications, then offered as lower-cost replacements with a 1-year warranty. Provides an aftermarket and sustainability-focused alternative to new parts for the global WEED-IT installed base.
- WEED-IT Aftersales Support & Training (WEED-IT Academy) After-sales service program delivered through WEED-IT's global dealer network, providing original spare parts, REMAN remanufactured components, technical service, and the WEED-IT Academy training for dealers on technical instructions and latest features. Includes remote support via the DASH system allowing dealers to access terminal screens in real time for configuration guidance.
Quantifiable outcome
- Up to 95% reduction in herbicide use
- +8 more outcomes
Companies that use WEEDit
Customer profileNamed customers7 records
Segments5 records
Ideal customer profiles4 records
WEEDit technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature9 records
WEEDit partnerships and signals
Strategic signalPartnerships
20 partnerships are on record, tiered core and strategic.
- AgrimatcoreAgrimat has been appointed as official WEED-IT distributor for Bulgaria and Romania. This partnership marks the introduction and further expansion of WEED-IT precision spraying technology in Southeast Europe.
- AgrometiuscoreRometron appointed Agrometius as distributor of WEED-IT technology for the Benelux and Germany. The partnership covers WEED-IT QUADRO (weed detection) and related systems. Agrometius is a precision agriculture specialist known for high-quality solutions and strong service.
- Geosistemas SRLcoreLeading Argentine company specialized in intelligent agriculture systems and geospatial solutions with over 35 years of experience. Team of 50+ employees with offices in Buenos Aires and representatives throughout Argentina.
- Glimax Tecnología y Sustentabilidad SLcoreGlimax Spain is headquartered in Valencia, Spain. Provides customized WEED-IT configurations integrated into Spanish-manufactured sprayers designed for unique country conditions, in collaboration with trusted OEM partners.
- Smart Sensing BrasilcoreWEED-IT distributor for Brazil. Smart Sensing Brasil is testing new row recognition functionality for WEED-IT precision spraying in Brazil to make spraying even smarter.
- Agritech AmericacoreOfficial WEED-IT distributor for United States, based in Bozeman, Montana.
- WEED-IT CanadacoreOfficial WEED-IT distributor for Canada, based in Calgary, Alberta.
- CerealiscoreWEED-IT distributor for South Africa, based in Lichtenburg, North West Province.
- Rometron AustraliacoreHeadquartered in Central Victoria, Australia. Mission is to deliver the best WEED-IT solutions to Australian farmers. Provides customized WEED-IT setups for grain growers adapted for Australian conditions through OEMs Hayes Spraying, Agtronics Goondiwindi, and Calibre Spraying. Produces Optispot 7 orchard sprayer.
- SwarmFarm RoboticscoreAustralian robotics company that was the first manufacturer to equip a robot sprayer with WEED-IT technology in 2014. Partnership established the foundation for autonomous precision spraying.
- Wageningen Universiteit en Research (WUR)coreWEED-IT originated from a research project at WUR in the Netherlands. Company continues to actively exchange knowledge with WUR on research challenges including Next Fruit 4.0 project. Most engineers are graduates from WUR.
- University of Western Australia (UWA) and University of Sydney (USYD)strategicWEED-IT was involved in a 4-year research project on mechanical weed chipping (tactical soil cultivation machine). Funded by Grains Research and Development Corporation. The Power of Fluorescence is used to detect weeds which are then mechanically removed by hydraulic tines.
- Washington Tree Fruit Research CommissionstrategicPartnership through WUR on Next Fruit 4.0 project focused on precision agriculture and investigating how applications can be executed more efficiently using PWM technology and precision application maps.
- Federale Universiteit van Santa Maria (UFSM)strategicLed the smart soybean production project in Brazil/Netherlands involving WEED-IT. Project developed and implemented technologies for smart soybean production. WEED-IT involved in testing green-on-green algorithms and variable rate application for desiccation.
- Bonsai RoboticsstrategicBonsai Robotics announced integrations with WEED-IT as part of their Amiga platform for autonomous weeding and spraying solutions at World Ag Expo 2026.
- Herbicide GUSSstrategicCommercial autonomous weed management solution using WEED-IT QUADRO sensors for orchard and vineyard spraying.
- Bluewhite RoboticsstrategicCommercial autonomous weed management solution for permanent crops using WEED-IT QUADRO sensors.
- Hol Spraying Systems (HSS)strategicDutch specialist in innovative orchard sprayers using WEED-IT sensors to detect leaf biomass of fruit trees in real-time. Nozzles are only activated where and when leaves are detected. Since 2021, HSS has been developing an autonomous orchard sprayer with Dutch autonomy supplier AgXeed.
- AgXeedstrategicDutch autonomy supplier working with Hol Spraying Systems since 2021 on autonomous orchard sprayer development using WEED-IT sensor technology.
- AgrifaccoreDutch sprayer manufacturer that signed agreement to equip Agrifac Condor self-propelled sprayers with WEED-IT technology for more efficient, smarter, and sustainable spraying.
Scale indicators7 records
Recent moves12 records
Expansion highlights6 records
WEEDit competitors and assessment
Company assessmentEmerging players
- Ecorobotix: Swiss company deploying computer-vision-equipped spot-spraying robots (ARA) for row crops and vegetables. It overlaps with WEED-IT's green-on-green and row-crop precision spraying missions via a robotic platform, competing for the same specialty-crop and rotational-crop customer.
- Carbon Robotics: Carbon Robotics' LaserWeeder uses AI-driven computer vision and high-powered lasers to physically remove weeds in row-crop vegetables. It serves the same problem WEED-IT solves (in-crop, per-plant weed management) but with a non-chemical mechanism, targeting similar high-value specialty-crop growers.
- XAG: Chinese drone-maker XAG offers precision spraying drones with boom-style and per-target application similar in mission to WEED-IT's spot spraying. It is a meaningful peer in Asian and South American markets where drone-based precision spraying is being adopted.
- FarmWise Labs: FarmWise builds AI-driven inter-row and in-row weeding robots for specialty crops and row crops, using computer vision and mechanical actuation. It competes for the same precision-weeding use case WEED-IT serves in row crops, including cotton, lettuce, and brassicas — albeit with mechanical rather than chemical control.
Direct peers
- John Deere (See & Spray): Through its See & Spray Ultimate and See & Spray Premium systems, John Deere competes head-to-head with WEED-IT in precision spot spraying, using camera/AI-based weed detection across large-acreage North American row-crop and broadacre operations. It is the most consequential rival with significantly greater scale, OEM distribution, and North American installed footprint.
- Topcon Agriculture: Topcon's CropSpec and agricultural sensor portfolio addresses variable-rate application, optical sensing, and precision sprayer control — overlapping meaningfully with WEED-IT's precision-detection use cases. Topcon OEM-distributes through leading sprayer manufacturers globally, much like WEED-IT's channel strategy.
- DJI Agriculture (Agras): DJI's Agras series (e.g., T30, T40, T50) are precision spray drones used for spot and broadcast spraying with vision-based target detection. They compete with WEED-IT on the same spot-application value proposition, primarily through a drone-mounted platform that fits smaller-acreage and specialty-crop customers.
- Trimble (WeedSeeker / Trimble Ag): Trimble's WeedSeeker optical spot-spraying system (originally from its agriculture line, now under PTx Trimble alongside AGCO) uses sensor-based green detection in a directly comparable product category to WEED-IT QUADRO. It is one of the historical incumbent precision spraying technologies worldwide.
Broad incumbents
- AGCO (Hagie, RoGator, PTx Trimble): AGCO owns the Hagie and RoGator self-propelled sprayer lines — directly overlapping platforms in which WEED-IT is retrofit — and through PTx Trimble also competes in precision agriculture software/hardware. It is both an ecosystem partner to WEED-IT and a possible vertical-integrating competitor.
- CNH Industrial (Case IH, New Holland): CNH brands Case IH Patriot and New Holland Guardian/DuraBoom sprayers are WEED-IT OEMs, but the parent group is also building out its own precision-spraying and AI-vision capabilities — placing it squarely as a large incumbent peer across both hardware and detection layers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
WEEDit social profiles
Digital presenceWEEDit financial estimates
Financial estimateRevenue estimate
Valuation estimate
WEEDit leadership team
Management profileNumber of profiles
Profiles10 records
WEEDit subsidiaries and ownership
Company hierarchySubsidiaries2 records
WEEDit funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WEEDit M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WEEDit
What does WEEDit do?
WEED-IT designs, manufactures, and sells precision spot spraying hardware systems that use chlorophyll fluorescence detection sensors to identify weeds and trigger spray nozzles only where weeds are present. The product line comprises the WEED-IT QUADRO four-zone fluorescence sensor, the WEED-IT DASH smart controller with touchscreen and data logging, and the WEED-IT AQRATE individual nozzle rate control module. Systems are sold to commercial farmers, agricultural contractors, and OEM sprayer manufacturers through a global distributor network and OEM partnerships, with after-sales parts and the REMAN remanufactured components program providing recurring revenue.
Is WEEDit a public or private company?
WEEDit is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was WEEDit founded?
WEEDit was founded in 1997. It employs 101 to 250 people.
Where is WEEDit based?
WEEDit is headquartered in Steenderen, Netherlands, in the Europe region.
How does WEEDit make money?
Three revenue lines are on record. Precision Spraying Hardware Systems are the primary driver. The others are aftermarket Parts and Service and training and Support Services.
Who are WEEDit's main competitors?
Emerging players on record are Ecorobotix, Carbon Robotics, XAG and FarmWise Labs. Direct peers are John Deere (See & Spray), Topcon Agriculture, DJI Agriculture (Agras) and Trimble (WeedSeeker / Trimble Ag). Broad incumbents are AGCO (Hagie, RoGator, PTx Trimble) and CNH Industrial (Case IH, New Holland).
Does WEEDit have an API?
No public API is recorded for WEEDit.