Agri Information Partners

What Agri Information Partners does

Agri Information Partners (AIP) is a privately-held Wageningen, Netherlands-based software and services company serving the agricultural plant breeding and certification sectors. Founded in 1997, with its flagship E-Brida platform launched in 2006, the company develops two core proprietary software products — E-Brida, a breeding management platform used by plant breeders to register and manage variety information and breeding programs, and Mercado, a tool for organizing and mapping information about plant varieties — alongside Business Consultancy and custom Software Development services. Target customers are primarily Dutch and international plant breeding companies (veredelingsbedrijven), agricultural certifying bodies (certificeerders), and agri-food companies, with Kiwifruit Breeding Centre cited as a flagship enterprise customer using E-Brida across a global breeding program.

The technology stack is built around domain-specialized data management for breeding workflows, with recent investments in digital phenotyping capabilities and AI-assisted tooling integrated into the engineering workflow. AIP participates in the DAS-CROPPER research initiative with Wageningen University & Research (WUR) to develop smart data infrastructures for AI applications in plant breeding. The platform is positioned to break down data silos across breeding programs and enable data-driven decision making, though evidence of proprietary AI/ML model development is not present.

AIP operates a sales-led, consultative go-to-market motion targeting enterprise customers through free in-person or Microsoft Teams product demonstrations. Revenue is generated via custom-priced annual software subscriptions for E-Brida and Mercado combined with project-based fees for consultancy and custom development. The company employs between 11 and 50 people, has no disclosed funding rounds or institutional investors, and is privately held with no parent company relationship.

Name

Agri Information Partners

Legal name

Agri Information Partners

Website

https://agripartner.nl

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Agri Information Partners is a Wageningen, Netherlands-based private software and services firm that develops E-Brida and Mercado — platforms for plant breeding data management and variety registration — alongside consultancy and custom development, serving plant breeding companies, certifying bodies, and agri-food firms.

Ownership category

akta.pro rank

Product category

Plant Breeding Software

NAICS

Software Publishers (513210)

SIC

Agricultural Services (700)

akta.pro primary industry

Digital Breeding & Bioinformatics Software (Breeding informatics, decision tools) (AFABALAL)

akta.pro secondary industries

Farm Management Information Systems (FMIS) & Digital Recordkeeping (AFABAMAD), Farm Management Information Systems (FMIS) & Farm ERPs (AFAAAFAA)

Keywords

• Plant breeding software
• Variety registration
• Agriculture data management
• Digital phenotyping
• Breeding consultancy services

Headquarters

HQ city

Wageningen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Products (E-Brida & Mercado): Revenue from licensing proprietary software platforms E-Brida and Mercado for breeding data management and variety registration. Products are presented with demonstration options suggesting a consultative sales approach.
2. Business Consultancy: Custom consultancy services provided to breeding companies and certifiers to help manage complex processes and data, delivered alongside technical solutions.
3. Software Development Services: Custom software development projects delivered as bespoke solutions in addition to standard products E-Brida and Mercado.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels3 records

Core offering

Agri Information Partners provides two proprietary software platforms—E-Brida for plant breeding management and variety registration, and Mercado for organizing plant variety and race information—combined with Business Consultancy and custom Software Development services. The company serves plant breeding companies, certifying bodies, and agri-food firms, leveraging AI and digital phenotyping to break down data silos and enable data-driven breeding decisions.

Product overview

Agri Information Partners offers a unified portfolio of two core software products (E-Brida and Mercado) complemented by professional services (Business Consultancy and Software Development). E-Brida serves as a long-established breeding management platform (20 years) for plant breeders to manage variety registration and breeding processes, while Mercado handles variety information registration and mapping. Both products work with deep sector expertise in breeding, certification, and agri-food, supported by custom development and consulting services to help clients implement these solutions effectively.

Differentiator

Problem solved

Functional benefit

Brands

• E-Brida: A platform for breeding companies to register and manage variety information, celebrating 20 years in 2026.
• Mercado

Products and services

• E-Brida A breeding management platform for plant breeding companies (veredelingsbedrijven) that enables registration and management of variety information. Provides comprehensive tools for managing complex breeding processes and variety registration; described by customer Kiwifruit Breeding Centre as covering approximately 90% of their breeding program needs.
• Mercado A software application for managing and organizing information about plant varieties and races, providing overview and mapping capabilities for breeding programs. Targeted at breeders and certifiers in the agri-food sector.
• Business Consultancy Consulting services that help breeding companies and certifiers implement efficient projects and successfully deploy technology solutions, combining technical expertise with deep agricultural domain knowledge.
• Software Ontwikkeling (Software Development) Custom software development services delivered as bespoke projects tailored to the agricultural and breeding sector, combining technical expertise with deep agricultural domain knowledge.

Quantifiable outcome

• E-Brida covers approximately 90% of breeding program needs according to Kiwifruit Breeding Centre

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Wageningen University & Research (WUR)coreStrategic or Co-development Partner · 1 January 2026Collaborative partner in the DAS-CROPPER research project focused on smart data infrastructures for breeding and crop research. WUR and Agri Information Partners work together with other partners on AI applications in agriculture, developing data infrastructure for the future of plant breeding.
• DAS-CROPPER Consortium PartnersminorStrategic or Co-development PartnerAgri Information Partners participates in the DAS-CROPPER research initiative alongside WUR and other partners, working on making AI usable within plant breeding through smart data infrastructure development.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Benson Hill: AI-driven crop improvement platform combining proprietary breeding software with seed genetics; relevant as a broader incumbent integrating data/AI into breeding pipelines, contrasting with AIP's pure software focus.
• Syngenta / Cropwise: Global ag-input company's digital platform offering farm management, imagery, and seed selection tools; comparable broad incumbent in precision agriculture software adjacent to AIP's breeding niche.
• Bayer Climate FieldView: Large-scale precision agriculture platform from Bayer covering farm management, data analytics, and breeding-adjacent workflows; relevant as a broad incumbent whose expanded capabilities could eventually overlap with AIP's breeder-facing tooling.
• Corteva Granular: Corteva-owned farm management and agronomy software for large growers; comparable as a broad ag-data incumbent, though primarily grower-facing rather than breeder-facing like AIP.

Emerging players

• Agremo: AI-powered aerial imagery and field analytics for precision agriculture including crop monitoring and yield estimation; partially comparable as an emerging player using AI in crop analytics that overlaps with AIP's data-driven breeding focus.
• Inari Agriculture: SEEDesign platform uses AI/ML and predictive breeding to develop new seed varieties; comparable as an emerging data-centric breeding player that AIP could both partner with and compete against for breeding program mindshare.

Others

• IsoGen / International Seed Federation members: Industry associations and seed certification bodies (e.g., Naktuinbouw, GEVES) that AIP's Mercado and E-Brida serve; relevant as ecosystem participants and potential channel partners in the variety registration and certification space.
• Conservice / nVenia (agri-IT consultancies): IT consulting firms serving agribusiness; comparable as adjacent service providers offering software development and consulting to the agricultural sector, similar to AIP's Business Consultancy and Software Development revenue streams.

Direct peers

• PhenoGator / PhenoAI (agri-phenotyping vendors): Providers of digital phenotyping and image-based breeding analytics; comparable because they serve the same data-driven plant breeding workflows that E-Brida and Mercado address, with focus on converting phenotypic data into breeding decisions.
• KeyGene: Wageningen-based crop innovation and breeding technology company offering molecular breeding, trait platforms, and breeding informatics; overlaps with AIP on digital breeding software for plant breeders in the same Dutch agro-tech hub.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/AgInfoPartners
• Facebookfacebook.com/AIPwageningen
• LinkedInlinkedin.com/company/agri-information-partners

Revenue estimate

Valuation estimate

Number of profiles

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 Agri Information Partners