What Muddy Boots Software does

Muddy Boots Software is a UK-based agricultural software company founded in 1995 and headquartered in Ross On Wye, with a headcount of 101-250 employees. The company was acquired by TELUS Corporation and now operates as part of TELUS Agriculture & Consumer Goods, contributing to a digital solutions platform that connects farmers, trusted advisors, retailers, and manufacturers across the agricultural value chain. The company delivers integrated software across agronomy, supply chain and sustainability, food safety and quality, and program execution, with the TELUS Label Database (incorporating the former Muddy Boots and CDMS assets) serving as the foundation — providing over 15,000 manufacturer-indemnified labels searchable through web interfaces and APIs.

The platform's core technology is a cloud-based suite combining a content library (indemnified label data), integration APIs (powering 80+ global platforms), and vertical-specific workflows for crop input management, food traceability (FSMA 204), and trade promotion. Revenue is generated through software subscriptions, API access, and enterprise licensing, sold via direct enterprise sales ("Book a demo" CTAs), an OEM/API channel reaching third-party agtech platforms, and a 75,000+-advisor distribution network. Operating geographies span the United States, Canada, the United Kingdom, Ireland, Australia, and New Zealand, with the UK and Ireland (Muddy Boots' heritage markets) remaining core alongside TELUS Agriculture's broader North American and Oceanian footprint.

Customer segments are organized vertically: farmers and growers, trusted advisors (agronomists), retailers, manufacturers, and food packers. The named enterprise reference customer is Welch's (food compliance partnership). Jeremy Pile serves as Director of Enterprise Food Supply Chain Platforms and Jonathan Evans is recorded as the company's founder, indicating continuity of UK leadership within the broader TELUS Agriculture structure. No independent funding rounds, AI/ML disclosures, or recent financial figures are available — the company is wholly owned within the TELUS corporate umbrella.

Name

Muddy Boots Software

Legal name

TELUS Agriculture & Consumer Goods

Website

https://en.muddyboots.com

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

101–250 employees

Short description

Muddy Boots Software is a UK-based agricultural software company (founded 1995, Ross On Wye), now part of TELUS Agriculture & Consumer Goods, providing cloud-based agronomy, label compliance, supply chain, and food safety software to farmers, advisors, retailers, and manufacturers across six countries.

Ownership category

akta.pro rank

Product category

Food Supply Chain Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

FSMS Software Platforms (QMS/FSMS, CAPA, Document Control, Audit Management) (AFALANAC)

akta.pro secondary industry

Procurement & Strategic Sourcing (BPAHAHAB)

Keywords

• Software development services
• Food supply chain platforms
• Enterprise software
• Supply chain platforms
• Agtech software

Headquarters

HQ city

Ross On Wye

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Subscriptions & Licenses: Integrated digital solutions and data insights delivered via subscription-based software access for agronomy, label databases, supply chain, and food safety applications.
2. API/Platform Access: API access for Label Database and Label APIs enabling integration into third-party agricultural platforms, likely sold on subscription or usage basis.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Muddy Boots Software is a software development company headquartered in Ross On Wye, United Kingdom, that builds and delivers enterprise food supply chain software platforms. The company provides technology solutions targeted at organizations operating across the food supply chain, as reflected by its leadership structure including a dedicated director role for enterprise food supply chain platforms.

Product overview

TELUS Agriculture & Consumer Goods provides an integrated digital solutions platform with multiple interconnected products across three main verticals: Agriculture (including agronomy software, searchable label database, label API, supply chain/sustainability, food safety/quality, and program execution solutions), Consumer Goods (including trade promotion management, sales enablement, retail execution, revenue growth management analytics, and shopper insights), and Animal Agriculture (including solutions for cow calf producers, calf growers, feedlot operators, manufacturers/distributors, and veterinarians). The portfolio includes the TELUS Label Database as the foundation for compliance, supported by the Label API enabling interoperability across 80+ global platforms. The platform delivers integrated digital solutions and data insights to connect farmers, trusted advisors, retailers, manufacturers, and consumers across the supply chain.

Differentiator

Problem solved

Functional benefit

Brands

• TELUS Agronomy: Agronomy software solution for agribusiness in the United States, enhancing data, streamlining operations and helping mitigate risk.
• TELUS Label Database
• TELUS Label API
• TELUS Supply Chain & Sustainability
• TELUS Food Safety & Quality
• TELUS Program Execution

Quantifiable outcome

• 75,000+ advisors access platform through consolidated label database
• +2 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• CDMS (Consolidated Debt Management Services)coreTechnology or IntegrationUnified TELUS Label Database with CDMS Label Database to provide the industry's most robust, manufacturer-indemnified label source. Consolidation provides unmatched data integrity and operational efficiency for over 75,000 advisors.
• Welch'sflagshipStrategic or Co-development PartnerBreakthrough partnership in food compliance. Welch's leverages TELUS food safety and quality solutions for supply chain traceability and compliance demonstration.
• 80+ Global Platforms (Ecosystem Partners)coreTechnology or IntegrationTELUS standardized data and trusted APIs power over 80 global agricultural platforms, enabling fluid data flow across the agricultural ecosystem.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Proagrica: Proagrica is a UK/global agri-food data and software business focused on supply chain traceability, farm management, and ag-input data — directly comparable to Muddy Boots Software's grower management and food traceability product surface for fresh-produce and ag-input customers.
• Granular (Corteva): Granular is a farm-management and agronomy software business owned by Corteva. It competes directly in the grower management / agronomy category where Muddy Boots' Greenlight-style products operate.
• Conservis: Conservis offers farm management software for row-crop and specialty growers with compliance and traceability functionality, overlapping with Muddy Boots' grower management and farm-record workflows.
• AGDATA: AGDATA provides data management and software for agribusiness retailers, manufacturers, and financial partners, with overlap to Muddy Boots' program execution, rebate, and ag-input data workflows.

Broad incumbents

• The Climate Corporation (Bayer): Climate Corp is Bayer's digital-agriculture platform offering agronomic data and farm-management software across the US. It is a broader incumbent with adjacent FSMS/agronomy capabilities that overlap with Muddy Boots's grower management and compliance workflows.
• Trimble Agriculture: Trimble Ag provides precision-ag and farm-management software as part of a broader hardware/positioning portfolio. Comparable as a large incumbent offering competing agronomy and traceability workflows for growers and agribusinesses.
• John Deere Operations Center: Deere's Operations Center is a farm data platform bundled with agricultural equipment, positioning it as a broader incumbent whose data capture competes with standalone farm-management and compliance software vendors.
• BASF xarvio: xarvio is BASF's digital agronomy platform offering field analytics, label compliance support, and crop input recommendations. It is a broader ag-input incumbent competing for the same agronomy and label-data workflows that Muddy Boots serves.

Emerging players

• Iteris ClearAg: Iteris/ClearAg is a digital agriculture intelligence provider serving ag input and advisory segments, comparable to Muddy Boots through overlap in ag data, label/intelligence, and advisory workflows.

Regional players

• 365FarmNet (Claas): 365FarmNet, associated with Claas, is a European farm-management software platform offering agronomy and documentation features — comparable to Muddy Boots' European grower management footprint, though with stronger European farm-machinery distribution.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/telus_agcg
• YouTubeyoutube.com/@telus_agcg
• Facebookfacebook.com/telusagcg
• LinkedInlinkedin.com/company/telus-agcg
• Instagraminstagram.com/telus_agcg

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Muddy Boots Software