Hotraco
- Company typePrivate
- Founded1974
- HeadquartersHegelsom, Netherlands
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
Hotraco firmographics
Firmographics- Name
- Hotraco
- Legal name
- Hotraco Group B.V.
- Website
- https://hotraco-group.com
- Company type
- Private
- Founded year
- 1974
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
Hotraco industry classification
Industry- Product category
- Agricultural Automation Systems
- NAICS
- Farm Machinery and Equipment Manufacturing (333111), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512), Agricultural Implement Manufacturing (33311)
- SIC
- Farm Machinery & Equipment (3523)
- akta.pro primary industry
- Dryer Controls & Automation (PLC/SCADA/IoT) (AFAOAKAK)
- akta.pro secondary industry
- Livestock & Dairy Equipment (IMAHACAG)
Keywords
Where Hotraco is headquartered
LocationHeadquarters
- HQ city
- Hegelsom
- HQ country
- Netherlands
- HQ region
- Europe
Offices3 records
Markets served
Hotraco business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Technology or R&D, Supply Chain, Operations, Infrastructure, Marketing or Sales
Revenue model
- Automation Hardware Systems: Sale of hardware automation systems including controllers, sensors, and control panels for livestock farming, horticulture, and crop storage applications. Production is done in-house at their DEKRA-certified facility.
- Software and Cloud Platform: Revenue from software solutions including iHotraco cloud platform, farm management systems, and software updates/upgrades for existing hardware systems.
- Service and Support: Technical support, field service, installation, and maintenance services provided through global dealer and installer network.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Electrical Paneltechnician position salary range |
| Other | Monthly | Technical Sales Engineer position salary range |
| Other | Monthly | Field Service Engineer position salary range |
| Other | Monthly | iHotraco Technical Sales Consultant position salary range |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels5 records
Hotraco product offering
Product offeringCore offering
Hotraco designs, manufactures, and sells hardware automation controllers and a proprietary cloud software platform (iHotraco) used by commercial farms to control climate, ventilation, feeding, weighing, egg counting, and crop storage processes across livestock (poultry, pig, cattle), horticulture, and arable crop storage operations. Production is performed in-house at a DEKRA-certified facility in the Netherlands, while sales, installation, and after-sales service are delivered through a global dealer and installer network supported by a direct enterprise sales team.
Product overview
Hotraco is a Dutch developer of control systems and automation solutions for the agricultural sector, now part of Speria (Munters FoodTech). The company offers a platform-plus-modules architecture spanning three core divisions: Hotraco Agri (livestock farming), Hotraco Horti (horticulture), and Mooij Agro (crop storage). The portfolio includes hardware controllers (Fortica MAX, Antares, Thomas, Orion, Croptimiz-r MAX) as well as software/cloud platforms (iHotraco, iHotraco Farm Manager, Prisma Farm Management). Add-on modules extend core systems with specialized functions such as egg counting (EggXact, Fortica-CEC), energy management (Smart Energy Manager), feed monitoring (SD-9 Silo Display), and climate control enhancements (MultiWinch, Multiplexer, Dynamic Heat Control). The iHotraco cloud platform serves as the digital backbone connecting on-farm controllers to centralized data dashboards for remote monitoring and management.
Differentiator
Problem solved
Functional benefit
Brands
- Fortica: Poultry farm management controller system with touchscreen interface for climate and production control
- Orion
- Thomas
- Croptimiz-r
- iHotraco
- Antares
- EggXact
- Prisma Farm Management
- Speria
Products and services
- Fortica MAX Premium poultry controller for efficient poultry farm management with powerful hardware, intelligent software, and full system integration offering complete control over poultry operations.
- Fortica Poultry automation system with touchscreen interface for controlling climate, ventilation, feeding, and other poultry house functions.
- Antares Compact stall computer that automates all crucial stall processes, providing a solid foundation for the future of poultry farming.
- Thomas Complete pig automation system for full control of pig stalls, covering climate control, feeding, and management for pig farming operations.
- iHotraco Digital cloud platform enabling farmers worldwide to access essential data including climate, feed, and mortality information for remote monitoring and process adjustment.
- Orion Climate and management computer for horticulture with graphical display supporting multiple languages and international markets.
- Croptimiz-r MAX Advanced storage computer for crop storage with faster processing, smarter features, and full compatibility, offering complete control over crop preservation.
- Croptimiz-r Modern storage computer ensuring optimal storage climate for arable crops including potatoes, onions, and other field vegetables.
- Hotraco Agri (division) Division providing complete automation solutions for intensive livestock farming including poultry, pigs, and cattle.
- Hotraco Horti (division) Division providing complete automation solutions for horticulture including vegetables, flowers, plants, and medical crops.
- Mooij Agro (division) Division specializing in storage automation solutions for potatoes, onions, and other arable crops.
Quantifiable outcome
- iHotraco platform enables farmers worldwide to manage barns remotely via smartphone, providing access to climate data, feed information, and mortality statistics
- +2 more outcomes
Companies that use Hotraco
Customer profileSegments3 records
Ideal customer profiles3 records
Hotraco technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature17 records
Hotraco partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Munters ABcoreMunters AB acquired Hotraco Group in October 2024, integrating it into their FoodTech business area. The acquisition strengthens Munters' position in Europe and adds Hotraco's controllers and sensors to their digital ecosystem strategy. Hotraco's brands including Hotraco Agri, Hotraco Horti, and Mooij Agro continue to operate under the Speria umbrella brand launched in May 2026.
- Wageningen University & Research (WUR)coreHotraco collaborates with WUR to develop innovations into optimum solutions through public-private partnerships (PPPs). The university focuses on research, analysis, and reporting while Hotraco provides test sites, equipment, and real-world implementation. Research covers climate influence on animal behavior, animal welfare, growth, emissions, and worker environment.
- Circular Design Group (CDG)minorHotraco is represented in the Circular Design Group located at Brightlands Campus Greenport Venlo. This foundation brings together companies and educational institutions to collaborate on circularity and sustainability issues.
- Educational Institutions (HAN, HAS, Fontys, Avans)minorThrough the Circular Design Group, Hotraco maintains close ties with universities of applied sciences including HAN, HAS-Venlo, Fontys, and Avans, working with a broad student pool. Students have opportunities to learn about Hotraco and other regional manufacturing companies as part of the 'Land van de Makers' group.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Hotraco competitors and assessment
Company assessmentDirect peers
- Fancom: Poultry house climate and process control specialist competing head-to-head with Hotraco Agri in barn controllers, ventilation and feed/water management for poultry operations.
- Priva: Dutch horticulture climate and process computer specialist, peer to Hotraco Horti's Orion product line in greenhouse automation, irrigation and environmental control.
- SKOV A/S: Danish specialist in climate and production control for livestock houses, especially pig and poultry barns. Overlaps with Hotraco's Fortica/Thomas controllers in functional scope and European customer base.
- Hog Slat: US-based swine equipment manufacturer providing ventilation, feeding and barn automation. Comparable to Hotraco's Thomas pig automation line in functionality and target customer.
- Big Dutchman: Global market leader in poultry, pig and egg-production housing systems. Directly competes with Hotraco Agri in barn automation, climate control, feeding and egg handling for intensive livestock operations.
- Vencomatic Group: Dutch poultry housing solutions provider offering aviary systems, egg handling and barn climate technologies. Adjacent automation portfolio overlaps with Hotraco's Fortica and EggXact offering for layer and broiler producers.
Broad incumbents
- Lely: Dutch milking and dairy farm automation leader. Competes with Hotraco in the livestock automation category but specializes in dairy parlors and robotic milking rather than climate/feeding controls.
- Munters AB: Swedish climate and water-treatment specialist now the parent of Hotraco via the Speria FoodTech umbrella. Operates overlapping product lines in livestock and greenhouse climate, making it both parent and adjacent incumbent competitor.
- CTB / Cumberland: Berkshire Hathaway-owned ag equipment conglomerate covering poultry, swine and grain with brands including Cumberland, Chore-Time and PigTek. Broad incumbent whose climate and feeding products compete with Hotraco's livestock portfolio.
Emerging players
- Rotem (Speria): Sister brand under Munters' Speria FoodTech providing climate controllers, sensors and farm management software for poultry and swine. Closely comparable to Hotraco's Fortica/Antares/Thomas stack and now a fellow Speria unit post-2024.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights7 records
Customer concentration
Hotraco social profiles
Digital presenceHotraco compliance and trust
Trust signalCompliance2 records
Hotraco financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hotraco leadership team
Management profileNumber of profiles
Profiles2 records
Hotraco subsidiaries and ownership
Company hierarchySubsidiaries3 records
Hotraco funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hotraco 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 Hotraco
What does Hotraco do?
Hotraco designs, manufactures, and sells hardware automation controllers and a proprietary cloud software platform (iHotraco) used by commercial farms to control climate, ventilation, feeding, weighing, egg counting, and crop storage processes across livestock (poultry, pig, cattle), horticulture, and arable crop storage operations. Production is performed in-house at a DEKRA-certified facility in the Netherlands, while sales, installation, and after-sales service are delivered through a global dealer and installer network supported by a direct enterprise sales team.
Is Hotraco a public or private company?
Hotraco is a private company. It is classified as corporate owned and is currently operating.
When was Hotraco founded?
Hotraco was founded in 1974. It employs 101 to 250 people.
Where is Hotraco based?
Hotraco is headquartered in Hegelsom, Netherlands, in the Europe region.
How does Hotraco make money?
Three revenue lines are on record. Automation Hardware Systems are the primary driver. The others are software and Cloud Platform and service and Support.
Who are Hotraco's main competitors?
Direct peers on record are Fancom, Priva, SKOV A/S, Hog Slat, Big Dutchman and Vencomatic Group. Broad incumbents are Lely, Munters AB and CTB / Cumberland. Rotem (Speria) is listed as an emerging player.
Does Hotraco have an API?
No public API is recorded for Hotraco.
What industry is Hotraco in?
Hotraco's product category is Agricultural Automation Systems. Its primary akta.pro industry code is AFAOAKAK, Dryer Controls & Automation (PLC/SCADA/IoT), with a secondary code of IMAHACAG, Livestock & Dairy Equipment. Its NAICS code is 333111 and its SIC code is 3523.