ARAG
ARAG (Nordson Precision Agriculture) is an Italian-founded designer and manufacturer of ISOBUS-compliant precision spraying, spreading, and seeding components serving farmers and OEMs in over 100 countries, now operating as a division of Nordson Corporation (NASDAQ: NDSN).
- Company typePrivate
- Founded1978
- HeadquartersRubiera, Italy
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What ARAG does
ARAG, now operating as Nordson Precision Agriculture following its 2024 acquisition by Nordson Corporation (NASDAQ: NDSN), is an Italian-founded designer and manufacturer of precision spraying, spreading, and seeding equipment for the global agriculture sector. Founded in 1978 and headquartered in Rubiera, Italy, the company has accumulated over 45 years of experience developing ISOBUS-compliant components and systems, including the Flowtron PWM (Pulse Width Modulation) nozzle control platform, SELETRON motorized per-nozzle valve system, Orion electromagnetic flowmeters, Delta ISOBUS Virtual Terminals (70t/80t), and the IBX100 ECU control unit family that extends across sprayers, planters, air seeders, spreaders, and tillage implements. The Flowtron platform is designed to support AI-vision integration for spot spraying and automatic weed detection, positioning the product line at the interface of mechanical precision and computer-vision-guided application.
The company sells through a hybrid model combining direct e-commerce (aragnet.com), a global distributor network covering more than 100 countries, and dedicated regional operations for North America, Brazil, and Argentina. Revenue is generated primarily through hardware sales of new equipment plus aftermarket consumables (nozzles, filters, fittings, replacement valves) supporting the installed base across its lifecycle. Sub-brands (Flowtron, SELETRON, Delta, Orion) are organized around technology platforms rather than discrete product lines, reflecting a systems-selling approach. ARAG's customer base spans crop protection spraying, orchard/vineyard operations, planting and seeding, spreading and fertilizing, and tillage — a horizontal segmentation strategy serving OEMs, large farming operators, and individual end-users.
Strategically, ARAG became the foundation of Nordson's new Precision Agriculture division in 2024, the same year Nordson separately acquired CapstanAG to bolster North American presence. ARAG was subsequently recognized at EIMA 2024 for its award-winning liquid fertiliser system and received the Henty Machine of the Year Award for an innovative trailing sprayer. A new CEO, Daniel Neves, was appointed to lead the combined Precision Agriculture organization, indicating an active integration and growth phase. As a wholly-owned subsidiary within a publicly traded parent posting approximately $2.5 billion in FY2024 revenue across nine divisions, ARAG benefits from Nordson's balance sheet and global distribution while retaining its Italian engineering heritage and ARAG brand identity.
ARAG firmographics
Firmographics- Name
- ARAG
- Legal name
- ARAG
- Website
- https://aragnet.com
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- ARAG (Nordson Precision Agriculture) is an Italian-founded designer and manufacturer of ISOBUS-compliant precision spraying, spreading, and seeding components serving farmers and OEMs in over 100 countries, now operating as a division of Nordson Corporation (NASDAQ: NDSN).
- Ownership category
- akta.pro rank
ARAG industry classification
Industry- Product category
- Precision Agriculture Equipment
- NAICS
- Farm Machinery and Equipment Manufacturing (333111), Agricultural Implement Manufacturing (33311)
- SIC
- Farm Machinery & Equipment (3523), Industrial Instruments For Measurement, Display, And Control (3823)
- akta.pro primary industry
- Crop Protection & Application Equipment (Sprayers/Spreaders) (IMAHACAC)
- akta.pro secondary industries
- Precision Agriculture & Farm Technology Equipment (IMAHACAH), Spray Control, Rate Controllers & Nozzle Systems (Pumps, Valves, Atomizers) (AFAAADAF), Variable Rate Technology & Precision Application (VRT Controllers, Section Control, Smart Sprayers/Spreaders) (AFAGALAD)
Keywords
Where ARAG is headquartered
LocationHeadquarters
- HQ city
- Rubiera
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
ARAG business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Precision Agriculture Equipment Sales: Sale of precision spraying, spreading, and seeding equipment including control systems, flowmeters, valves, nozzles, pumps, and related components for agricultural machinery.
- Aftermarket Parts and Consumables: Sale of spare parts, nozzles, filters, fittings, and consumables for existing equipment, supporting the installed base throughout equipment lifecycle.
Go-to-market motion1 record
Distribution channels5 records
Marketing channels5 records
ARAG product offering
Product offeringCore offering
ARAG designs and manufactures precision agriculture equipment, including ISOBUS-compatible control systems, GPS/GNSS navigation, electromagnetic flowmeters, motorized nozzle valves, PWM spraying systems, pumps, fittings, filters, and nozzles for agricultural machinery. Its products serve farmers and agricultural OEMs in over 100 countries across spraying, weed control, orchard/vineyard, seeding, fertilizing, and tillage applications.
Product overview
ARAG, now Nordson Precision Agriculture, is a precision agriculture equipment company with over 45 years of experience developing precision spraying, spreading, and seeding systems. The company operates as a unified product portfolio organized around key technology platforms: the Flowtron PWM system and SELETRON system serve as core precision application technologies, supported by comprehensive control systems (including Delta ISOBUS Virtual Terminals and IBX100 control units), flowmeters (Orion series), valves (853/852 ball valves and control valves), and complete component ecosystems including fittings, filters, pumps, nozzles, and spray guns. These products serve farmers in over 100 countries across applications including spraying and weed control, orchard and vineyard, planting and seeding, spreading and fertilizing, and tillage operations.
Differentiator
Problem solved
Functional benefit
Brands
- FLOWTRON: Next-generation ISOBUS PWM system that optimizes spraying, weeding, and fertilizer application with pulse-width modulation and dual-seal design
- SELETRON
- Delta 70t/80t
- ORION 3
Products and services
- Delta 70t ISOBUS Virtual Terminal ISOBUS-compliant 7-inch virtual terminal providing intuitive interface for managing agricultural machine functions, GPS navigation, automatic section closing, and variable rate application through Universal Terminal and Task Controller protocols. Designed for installation on any machine with ISOBUS technology and sold to farmers and agricultural OEMs.
- Flowtron PWM System Next-generation ISOBUS Pulse Width Modulation system that optimizes spraying, weeding, and fertilizer application using dual-seal design for precise nozzle flow control, with AI vision integration for automatic weed detection and spot spraying. Sold to farmers and agricultural equipment integrators.
- SELETRON Motorized Valve System Motorized valve that enables independent management of each individual nozzle on ARAG nozzle holders, with integrated electronics providing motor control and CAN-Bus communication for open/close commands and valve status transmission. Sold for integration into spraying booms for precision agriculture operations.
- Orion 3 Electromagnetic Flowmeter Electromagnetic flowmeter designed for liquid distribution management on seeders and sprayers, featuring CAN-Bus connectivity for multi-device monitoring and pulse output with frequency proportional to flow rate. Sold to agricultural equipment manufacturers and farmers.
- IBX100 ISOBUS Control Unit ISOBUS ECU control units for managing sprayers, planters, air seeders, spreaders, and tillage implements, providing automatic section control, variable rate application, and job data collection through integrated Task Controller functionality. Designed for agricultural OEMs and retrofit installations.
- 853 Series CAN-Bus Ball Valves 853 series electric and manual ball valves with fork or clamp couplings and position indicators for fluid control in agricultural spraying applications. Sold as components for sprayer manufacturers and retrofit operators.
Companies that use ARAG
Customer profileSegments5 records
Ideal customer profiles2 records
ARAG technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
ARAG partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- CapstanAGcoreNordson Precision Agriculture acquired CapstanAG to expand its precision agriculture division in North America. This acquisition strengthens Nordson's presence in the North American market for precision farming technology.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
ARAG competitors and assessment
Company assessmentDirect peers
- TeeJet Technologies: A direct competitor offering spray nozzles, booms, controllers, and ISOBUS-compatible precision spraying components for agriculture. Highly comparable product overlap with ARAG's valves, nozzles, and flowmeters.
- Capstan Ag Systems: Now a sister subsidiary under Nordson Precision Agriculture, CapstanAG is a direct peer in PWM nozzle control and precision spray application technology, particularly strong in North America.
- Raven Industries (CNH Industrial): Precision agriculture technology provider offering spray controllers, application equipment, and ISOBUS solutions. Direct overlap with ARAG in variable rate application and boom section control.
- Hardi International: Danish sprayer manufacturer producing boom sprayers and precision spraying equipment for crop protection. Comparable in spraying application focus though more on full machines vs. ARAG's component focus.
- Amazone: German agricultural machinery manufacturer offering crop protection sprayers, fertilizer spreaders, and seeding equipment. Highly comparable product portfolio across ARAG's spraying, spreading, and seeding segments.
Broad incumbents
- John Deere (Deere & Company): Largest ag OEM with proprietary precision ag platform (JD Operations Center, ExactApply). Competes with ARAG through vertically integrated precision spraying on John Deere machines, but serves a much broader equipment portfolio.
- AGCO Corporation: Global ag equipment maker (Fendt, Massey Ferguson, Valtra) with precision ag capabilities through Fuse and PTx Trimble. Comparable as a buyer/seller of precision spraying technology within its equipment portfolio.
- Trimble Agriculture: Precision agriculture platform providing guidance, variable rate application, and ISOBUS connectivity. Overlaps with ARAG in application control but emphasizes software and GNSS over sprayer components.
Emerging players
- Topcon Agriculture: Precision agriculture solutions provider offering GNSS guidance, application control, and ISOBUS-compatible displays. Comparable in the ECU and virtual terminal layer of the precision ag stack.
Regional players
- Kuhn Group: European-based agricultural equipment manufacturer with comparable crop protection sprayer, seeder, and tillage product lines. Strong regional overlap with ARAG's European base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
ARAG social profiles
Digital presenceARAG financial estimates
Financial estimateRevenue estimate
Valuation estimate
ARAG leadership team
Management profileNumber of profiles
Profiles1 record
ARAG subsidiaries and ownership
Company hierarchySubsidiaries1 record
ARAG funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ARAG M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ARAG
What does ARAG do?
ARAG designs and manufactures precision agriculture equipment, including ISOBUS-compatible control systems, GPS/GNSS navigation, electromagnetic flowmeters, motorized nozzle valves, PWM spraying systems, pumps, fittings, filters, and nozzles for agricultural machinery. Its products serve farmers and agricultural OEMs in over 100 countries across spraying, weed control, orchard/vineyard, seeding, fertilizing, and tillage applications.
Is ARAG a public or private company?
ARAG is a private company. It is classified as corporate owned and is currently operating.
When was ARAG founded?
ARAG was founded in 1978. It employs 101 to 250 people.
Where is ARAG based?
ARAG is headquartered in Rubiera, Italy, in the Europe region.
How does ARAG make money?
Two revenue lines are on record. Precision Agriculture Equipment Sales are the primary driver. The others are aftermarket Parts and Consumables.
Who are ARAG's main competitors?
Direct peers on record are TeeJet Technologies, Capstan Ag Systems, Raven Industries (CNH Industrial), Hardi International and Amazone. Broad incumbents are John Deere (Deere & Company), AGCO Corporation and Trimble Agriculture. Topcon Agriculture is listed as an emerging player. Kuhn Group is listed as a regional player.
Does ARAG have an API?
No public API is recorded for ARAG.
What industry is ARAG in?
ARAG's product category is Precision Agriculture Equipment. Its primary akta.pro industry code is IMAHACAC, Crop Protection & Application Equipment (Sprayers/Spreaders), with a secondary code of IMAHACAH, Precision Agriculture & Farm Technology Equipment. Its NAICS code is 333111 and its SIC code is 3523.