What FieldReveal does

FieldReveal is a cloud-based precision agriculture platform that provides agricultural retailers and their agronomists with zone management, grid sampling, prescription writing, and field data management tools. Founded in 1998 and headquartered in Watertown, South Dakota, the company operates under the ownership of McGregor Technologies, Agtegra Cooperative, Central Valley Ag (CVA), and WinField United — collectively representing over 200 combined years of agricultural retail ownership. The platform's core technology is the patented MZB (Multi-Layer Zone Management) system, which creates up to 12 management zones by combining soil electrical conductivity, RTK elevation data, and yield potential derived from GNDVI satellite imagery or historical yield maps. Tiers include MZB Lite (up to 6 zones) and GeoRef Plus (up to 3 zones) for less intensive use cases.

FieldReveal's product suite comprises seven integrated modules: Zone Management, Grid Management, Mapping Center (a human-staffed GIS and data processing service reviewed by on-staff agronomists), FieldReveal Tools (Prescription Builder, Application Manager, Map Maker), FieldReveal Mobile (iOS/Android apps with free grower access), and Connections (an API integration hub linking soil labs, dispatch applications, and OEM equipment platforms including John Deere, Climate FieldView, Farmobile, and Case IH AFS Connect). The company also co-developed Stratum with sister company AgWorks for multi-year data processing and storage. Validated across millions of acres, with documented customer outcomes including Garden City Co-op's reported 215% average annual growth in its precision ag program since 2015.

FieldReveal generates revenue primarily through a SaaS subscription model accessed via the FieldReveal Tools portal, supplemented by professional services revenue from the Mapping Center team for data processing, zone map creation, and customer support. The go-to-market motion is consultative enterprise field sales targeting agricultural retailers and cooperatives, with a 'Book a Demo' conversion path and hands-on implementation support. Distribution leverages both direct enterprise sales and an embedded channel partnership via its ag retailer owners. Mobile app distribution through Apple App Store and Google Play provides a free bottom-of-funnel channel to growers. The company employs 1–10 people, has not disclosed external funding rounds, and is privately held as FieldReveal LLC in South Dakota.

Name

FieldReveal

Legal name

FieldReveal LLC

Website

https://fieldreveal.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

FieldReveal is a cloud-based precision agriculture platform serving agricultural retailers and agronomists with patented multi-layer zone management, prescription writing, and field data tools, owned by ag retail cooperatives and McGregor Technologies.

Ownership category

akta.pro rank

Product category

Precision Agriculture Software

NAICS

Support Activities for Crop Production (11511)

SIC

Agricultural Services (700)

akta.pro primary industry

Field Mapping, GIS & Remote Sensing Analytics (AFAAAFAB)

akta.pro secondary industries

Farm Management Information Systems (FMIS) & Digital Recordkeeping (AFABAMAD), Farm Data Management & Decision Support Services (FMIS Setup, Data Integration, Analytics) (AFACACAC), Soil & Terrain Mapping Services (EC/EM Scanning, Topography, Zone Delineation) (AFACACAE), Interoperability & Data Connectivity Services (API/ETL, ISOXML/AgGateway, Equipment Data Sync) (AFACACAL)

Keywords

• Precision agriculture software
• Variable rate prescriptions
• Agronomy data platform
• Zone management system
• Ag retail technology

Headquarters

HQ city

Watertown

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription: FieldReveal operates as a cloud-based software platform providing agronomists and ag retailers with precision agriculture tools. The platform is accessed via subscription, with users able to log in through the FieldReveal Tools portal. Mobile app is provided free for growers.
2. Professional Services - Mapping Center: Mapping Center team provides data processing, zone map creation, and customer support services as part of the platform offering, with processing turnaround times managed for customers.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

FieldReveal is a cloud-based precision agriculture platform that enables agronomists at agricultural retailers to build variable-rate seeding and fertility prescriptions, manage zone-based field data, and deliver data-driven recommendations to farmer clients. The platform combines a patented multi-layer zone management system (MZB), grid soil sampling tools, GIS-driven Mapping Center services, prescription building tools, a mobile field-access app, and integrations with equipment OEMs, soil labs, and dispatch applications.

Product overview

FieldReveal is a precision agriculture platform consisting of a core cloud-based system and multiple integrated modules. The main FieldReveal Platform provides the foundational data management infrastructure, which is complemented by Zone Management (with patented MZB zone maps, MZB Lite, GeoRef Plus, and Non-MZB options), Grid Management (Standard and Hybrid grid sampling), Mapping Center (GIS/data management services), FieldReveal Tools (prescription building and management), FieldReveal Mobile App (field access on mobile devices), and Connections (API integrations with soil labs, dispatch applications, and equipment). The platform also connects with Stratum, a joint data processing tool developed with sister company AgWorks, enabling users to process and clean datasets with multi-year storage and reference capabilities. FieldReveal serves agronomists, growers, soil samplers, field scouts, dispatchers, and applicators across ag retail operations.

Differentiator

Problem solved

Functional benefit

Brands

• MZB Zone Maps: Patented zone management maps using up to 12 management zones, combining electrical conductivity, RTK elevation, and yield potential layers.
• MZB Lite Zone Maps
• GeoRef Plus Maps
• Prescription Builder
• Application Manager
• Map Maker
• FieldReveal Mobile

Products and services

• FieldReveal Platform A cloud-based precision agriculture platform that provides agronomists with comprehensive field data, zone management, grid sampling, mapping, and prescription writing tools to make data-driven recommendations for farmer clients.
• Zone Management Multi-layer zone management system that creates management zones for variable-rate application, including patented MZB Zone Maps (up to 12 zones), MZB Lite (up to 6 zones), GeoRef Plus (up to 3 zones), and Non-MZB Zone Maps for imported zones.
• Grid Management Grid-based sampling and management system that maximizes the value of soil sampling through precise grid systems. Includes Standard Grid and Hybrid Grid options that overlay grid data on zone maps for more intense field management.
• Mapping Center GIS and data management service staffed by experts who integrate field data including grid soil samples, zone maps, harvest maps, elevation data, and satellite imagery. Everything is reviewed by an on-staff agronomist to produce complete zone maps.
• Connections API connectivity hub enabling integration with hardware, software, and service providers including soil labs (Midwest Labs, Agvise Labs), dispatch applications (AgSync, AgWorks, Ground Control Online), equipment manufacturers (John Deere), and prescription file transfer services.
• FieldReveal Tools Cloud-based prescription creation and management tools including Prescription Builder (multi-hybrid and variable-rate planting prescriptions), Prescription Manager (batch export), Application Manager (wireless transfer to equipment), Map Maker (multi-layer data viewing), Summary Page (farm overview), and Batch Print.
• FieldReveal Mobile App Mobile application available on Apple App Store and Google Play for on-the-go field access. Enables viewing farms and fields, accessing prescriptions, viewing soil sample information, documenting field scouting, and collecting field boundaries with GPS. Includes Soil Sampling App features for creating and editing sampling missions.
• Stratum Web-based agriculture data processing tool developed jointly by AgWorks and FieldReveal. Provides data management, cleaning, multi-year storage, and reference capabilities. Connects directly to FieldReveal and HighQ for Rx writing and analysis.

Quantifiable outcome

• Garden City Cooperative achieved 215% average annual growth rate since introducing FieldReveal to their members in 2015
• +3 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

Feature9 records

Partnerships

Eleven partnerships are on record, tiered core and major.

• McGregor TechnologiescoreStrategic or Co-development Partner · 1 January 2021McGregor Technologies joined forces with FieldReveal in 2021, uniting with a broader mission to provide leadership in software development for ag retail. McGregor Technologies manages FieldReveal along with AgWorks, HighQ, and other ag tech brands as part of an integrated suite of agricultural applications.
• Agtegra CooperativecoreStrategic or Co-development PartnerAgricultural retailer cooperative and FieldReveal owner. Agtegra uses FieldReveal as their complete agronomy operations system including soil sampling, dispatch integration, variable-rate prescriptions, and multi-hybrid seeding recommendations.
• CVA (Central Valley Ag)coreStrategic or Co-development PartnerAgricultural retailer cooperative and FieldReveal owner. CVA uses FieldReveal across their entire team for agronomy operations with central dispatch integration.
• WinField UnitedcoreStrategic or Co-development PartnerAgricultural retailer organization and FieldReveal owner. Part of the ownership group driving FieldReveal's ag retail-focused strategy.
• AgWorkscoreStrategic or Co-development PartnerJoint project with AgWorks creating Stratum, a web-based data management platform. Stratum processes, cleans, and stores multi-year field data from any file format and connects to FieldReveal and HighQ for prescription writing and analysis.
• John DeerecoreTechnology or IntegrationPrescription file transfer integration enabling wireless data transfer from FieldReveal to John Deere equipment. Wireless transfer powered by Stratum platform.
• Climate FieldViewmajorTechnology or IntegrationPrescription file transfer integration allowing seamless data flow between FieldReveal prescriptions and Climate FieldView platform.
• FarmobilemajorTechnology or IntegrationPrescription file transfer integration for data connectivity between FieldReveal and Farmobile.
• Midwest LabsmajorTechnology or IntegrationSoil lab integration for automated soil sample data management and processing requests with FieldReveal.
• Agvise LabsmajorTechnology or IntegrationSoil lab integration for automated soil sample data management and processing requests with FieldReveal.
• AgSyncmajorTechnology or IntegrationDispatch application integration for scheduling and logistics management of precision agriculture applications.

Scale indicators4 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Agrian (TELUS Agriculture): Agrisuite of agronomy recordkeeping and recommendation tools now part of TELUS Agriculture. Overlaps directly with FieldReveal's agronomist-facing recommendation, compliance, and recordkeeping capabilities for ag retailers.
• Premier Crop Systems: Agronomy data management and prescription platform serving retail agronomy teams — highly comparable offering and customer base to FieldReveal's ag-retail focus.
• Conservis: Farm-management SaaS for row-crop operations offering field records, planning, and agronomy workflow tools. Closely comparable to FieldReveal's operational system for growers and agronomy-focused teams.
• Climate FieldView (Bayer / Climate Corporation): Industry-leading digital agriculture platform from Bayer covering field-level data, prescriptions, and imagery. Directly competitive with FieldReveal on variable-rate prescription and recommendation workflow for agronomists and ag retailers.
• Granular (Corteva): Farm management software acquired by Corteva offering agronomy records, planning, and recommendation tools for ag retailers and growers. Comparable to FieldReveal as a multi-user platform serving the same agronomy workflow.
• AgLeader: Precision agriculture hardware and software provider including SMS (now AgFiniti) for field data and prescriptions. Comparable on variable-rate and prescription-writing capabilities within an integrated hardware-driven stack.

Emerging players

• Taranis: AI-driven precision agriculture intelligence platform focused on high-resolution imagery scouting and decision support. Adjacent competitor pushing into recommendation workflows that currently rely on FieldReveal-style zone management.

Broad incumbents

• Trimble Ag (AGCO): Precision-agriculture software and hardware stack covering guidance, prescriptions, and farm management. Competes with FieldReveal from a much broader equipment-and-software platform perspective.
• John Deere Operations Center: John Deere's cloud-based farm management platform that handles prescriptions, agronomy records, and equipment data — one of the most material threats to independent prescription-writing platforms like FieldReveal.
• WinField United (Land O'Lakes): Crop input and ag-retail services organization that is both a FieldReveal owner and adjacent precision-ag platform provider through the R7 tool, positioned as a broader incumbent vs. FieldReveal's vertical prescription focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/fieldreveal

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 FieldReveal