Rovecom
Rovecom is a Dutch SaaS provider that develops specialized agricultural software for feed advisors, dairy farmers, and green/earth/infrastructure contractors, built on proprietary scientific cow and rumen models and delivered through its FeedExpert, Feedm, DairyInsight, and WerkExpert product lines, primarily serving customers in the Netherlands with selective international reach.
- Company typePrivate
- Founded1996
- HeadquartersHoogeveen, Netherlands
- Headcount51–100
- GTM typeB2B
- OfferingSoftware
What Rovecom does
Rovecom is a Dutch agribusiness software company founded in 1996 and headquartered in Hoogeveen, Netherlands. It develops and licenses specialized SaaS applications for two primary customer sets: professional feed advisors and nutritionists (Rovecom Feed) and contractors in the green, soil, and infrastructure sectors (Rovecom Terra), with a third unit, Rovecom Q-ray, providing agri-food IT consulting acquired in 2021. Its product suite centers on FeedExpert (ration calculation for dairy, beef, pigs, goats), Feedm (farm performance monitoring), and DairyInsight (daily animal analytics combining milk, feed, and milking-robot data), alongside WerkExpert, Rister, eVDM, and MiMIS for contractors, all delivered through a cloud-based platform on Microsoft Azure.
The platform's core differentiation rests on proprietary scientific cow and rumen models, tracing back to Wageningen University animal nutrition research, that underpin both standalone ration calculations and newer use cases such as CO2 and methane emission quantification via KringloopWijzer integration. The company emphasizes deep domain expertise (staff with agricultural backgrounds), ISO 27001 certification since 2019, NIS2 'important entity' compliance, and integrations with partners including Dairy Data Warehouse (HerdNet Business API), Wageningen University & Research, and ZuivelNL.
Rovecom operates primarily a sales-led, consultative go-to-market through three divisional direct-sales teams (Feed, Terra, Q-ray), supplemented by demo requests, industry event presence (EuroTier), and customer testimonials. Revenue is generated through software subscriptions, professional services for implementation and customization, and custom development projects; pricing is quote-based and not publicly disclosed. The company has 80+ employees and reports continued reinvestment into product (CO2 module, DairyInsight) and partnerships, while exiting non-core hardware/IT services to focus on agribusiness software.
Rovecom firmographics
Firmographics- Name
- Rovecom
- Legal name
- Rovecom Groep B.V.
- Website
- https://rovecom.nl
- Company type
- Private
- Founded year
- 1996
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Rovecom is a Dutch SaaS provider that develops specialized agricultural software for feed advisors, dairy farmers, and green/earth/infrastructure contractors, built on proprietary scientific cow and rumen models and delivered through its FeedExpert, Feedm, DairyInsight, and WerkExpert product lines, primarily serving customers in the Netherlands with selective international reach.
- Ownership category
- akta.pro rank
Rovecom industry classification
Industry- Product category
- Agricultural Software
- NAICS
- Software Publishers (513210), Farm Management Services (115116)
- SIC
- Services-Prepackaged Software (7372), Agricultural Services (700)
- akta.pro primary industry
- Farm Management & Decision Support Software (FMIS, ERP, Recordkeeping) (AFAGALAA)
- akta.pro secondary industry
- Farm Technology Enablement & Data Integration Advisory (FMIS/ERP, IoT, Decision Support) (AFACAJAG)
Keywords
Where Rovecom is headquartered
LocationHeadquarters
- HQ city
- Hoogeveen
- HQ country
- Netherlands
- HQ region
- Europe
Offices3 records
Markets served
Rovecom business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure
Revenue model
- Software Licenses and Subscriptions: Rovecom generates revenue primarily through software licensing of their specialized agricultural software products including FeedExpert, Feedm, DairyInsight, WerkExpert, Rister, MiMIS, and eVDM. Products are offered as standard software with continuous updates and improvements.
- Professional Services: Implementation, training, and consulting services for software deployment and customization. Includes dedicated service desk support staffed by sector experts.
- Custom Development Projects: Rovecom undertakes custom projects to tailor programs to specific customer needs, leveraging their extensive experience in agricultural software.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Contact-based enterprise pricing |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Rovecom product offering
Product offeringCore offering
Rovecom develops and licenses specialized agribusiness software, primarily ration calculation and farm monitoring tools for feed advisors (FeedExpert/VoerExpert, Feedm, DairyInsight) and planning/administration software for green, soil and infrastructure contractors (WerkExpert, Rister, eVDM, MiMIS). The software is built on a Microsoft Azure cloud platform, incorporates proprietary scientific cow and rumen models originating from Wageningen University, and is offered via recurring licenses and subscriptions with bundled implementation and support services.
Product overview
Rovecom offers a platform-plus-modules architecture with three main divisions: Rovecom Feed (FeedExpert, Feedm, DairyInsight) for feed advisory software serving dairy, beef, pig, and goat rations; Rovecom Terra (WerkExpert, Rister, eVDM, MiMIS) for green, soil and infrastructure sectors; and Rovecom Q-ray for agri-food IT consulting services. The Feed division products integrate with each other—FeedExpert calculates rations, Feedm monitors farm performance, and DairyInsight provides daily animal data insights. Tradle digitizes financial and administrative processes. The company also acquired Q-ray in 2021 to expand geographical reach in the agri-food sector.
Differentiator
Problem solved
Functional benefit
Brands
- VoerExpert: Ration calculation software designed for feed specialists to create customized feed advice for dairy cattle, beef cattle, pigs, and goats. Combines scientific cow models with flexible settings for reports and analyses.
- Feedm
- DairyInsight
- WerkExpert
- Rister
- eVDM
- MiMIS
- Tradle
Products and services
- FeedExpert (VoerExpert) Ration calculation software for feed consultants that calculates optimal rations for dairy cattle, beef cattle, pigs and goats using proprietary scientific cow models and rumen models for detailed carbohydrate and protein ratio calculations, with automatic import of milk tests and roughage analyses and multilingual support.
- Feedm Online portal for tracking farm performance and monitoring feed and milk data, processing feed and milk data into key alerts and performance indicators with real-time access for feed advisors to guide clients toward optimal results.
- DairyInsight Online application providing daily animal performance insights for feed advisors by combining milk yields, feed intake and milking robot data in one dynamic platform with flexible dashboards, pattern recognition and data visualization for trend analysis.
- WerkExpert Planning and registration software for landscaping, earthmoving and infrastructure companies covering the full process from order acceptance to invoicing in one industry package for both office and field operations.
- Rister Software solution for landscaping, earthmoving and infrastructure sectors that reduces mistakes and administrative hassle with functionality for both office and field operations.
- eVDM Electronic solution for digital manure registration, enabling completion and digital submission of manure transport forms to replace paper documentation.
- MiMIS (Mineral Fertilizer Information System) Mineral Fertilizer Information System for managing mineral and manure data and compliance for contractors and agricultural businesses, with laboratory and intermediary versions.
- Tradle Software product that accelerates and digitizes financial and administrative processes for businesses.
- Rovecom Q-ray agri-food IT consulting services Software partner services providing implementation and consultancy for IT projects in the agriculture, food and floriculture sectors, offering customized applications, data platforms and BI solutions for quality, food safety and sustainability objectives.
Quantifiable outcome
- DairyInsight identified that prolonged milk production decline was caused by reduced feed intake due to incorrectly calibrated milking robot concentrate delivery
- +3 more outcomes
Companies that use Rovecom
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles4 records
Rovecom technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability4 records
Feature7 records
Rovecom partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered regional, core, strategic and minor.
- IT Hub HoogeveenregionalRegional initiative bringing together businesses, educational institutions, and government to collaborate on digital future of Northern Netherlands. Rovecom contributes expertise in developing meaningful software for agricultural sector and supports development of young IT talent in the region.
- ZuivelNLcoreSelected as ICT partner by the Dutch dairy organization for development of new digital applications for the dairy sector. ZuivelNL represents the Dutch dairy sector.
- AgruniekRijnvalleicoreLeading Dutch cooperative (founded 1897) supporting agricultural entrepreneurs with feed products and expert advice. Transitioning to Rovecom's FeedExpert, Feedm, and DairyInsight to support their cattle and goat specialists. Represents long-term customer relationship with over 30 years of service.
- Dairy Data WarehousecoreStrategic partnership to improve dairy herd performance through data sharing. First step includes successful integration of Dairy Data Warehouse's HerdNet Business API into Rovecom's DairyInsight, enabling automatic farm data collection, quality monitoring, and benchmarking. Dairy Data Warehouse is based in Assen, Netherlands with 11+ years of experience and provides plug-and-play technology for automatic data collection from farms.
- Wageningen University & Research (WUR)strategicCollaboration on CO2 emission calculation module development. WUR provided tips and expertise that were incorporated into the module. Rovecom's origins trace back to making Wageningen University scientific knowledge on animal nutrition practically applicable.
- ABZ DiervoedingminorEarly adopter of CO2 emission calculation module in VoerExpert. Provided initial requirements and feedback during development.
- De Heus VoedersminorCustomer using CO2 module in VoerExpert for providing advisory services to dairy farmers.
- C.L.V. De SamenwerkingminorPartner that requested CO2 emission calculation capabilities in VoerExpert.
- Victoria MengvoedersminorPartner that requested CO2 emission calculation capabilities in VoerExpert.
- Q-ray B.V.coreAcquired in 2021, Q-ray has been active in agri-food sector, ornamental horticulture and agribusiness for nearly 40 years. Based in Wageningen at Agro Business Park, Q-ray supports companies to achieve quality, food safety and sustainability objectives with innovative IT solutions including apps, data platforms and BI solutions.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
Rovecom competitors and assessment
Company assessmentBroad incumbents
- Lely: Dutch dairy-robotic incumbent whose Lely Horizon platform integrates robot, sensor and herd data. Direct overlap with Rovecom DairyInsight on daily feed/milk/robot-data analytics, but Lely bundles with hardware.
- CRV: Dutch/Flemish dairy cooperative providing herd data, breeding indices and farm-management tools. Comparable to Rovecom Feed for Dutch dairy advisors, with broader breeding/genetics offering that Rovecom does not address.
- Bayer Climate FieldView: Global Bayer-backed digital-agriculture platform covering farm data, agronomic analytics and sustainability. Comparable to Rovecom on data-led decision support, with substantially larger capital and broader crop/coverage footprint.
- DeLaval: Global dairy-equipment incumbent with DelPro herd-management software. Broader portfolio than Rovecom DairyInsight but overlaps on per-cow monitoring, milking-robot data integration and dairy analytics used by feed advisors.
Direct peers
- Conservis: US-based farm management platform that combines agronomic records, planning and analytics. Comparable to Rovecom's combined Feed/Terra/Q-ray farm-management SaaS approach, especially for mixed farm enterprises.
- Format International: Global feed-formulation software specialist whose FeedExpert and model formulations directly compete with Rovecom FeedExpert in dairy, beef, pig and poultry ration calculation.
- AFAS Software: Dutch enterprise ERP/accounting software vendor widely used by Dutch SMEs including contractors. Comparable to Rovecom Terra (WerkExpert/Rister) for Dutch administrative and operational back-office workflows.
- Adifo: Belgium-based software provider of BESTMIX feed formulation and nutrition optimization. Most direct peer to Rovecom's FeedExpert — both sell ration-calculation software to feed advisors, nutritionists and compound-feed manufacturers globally, with comparable multilingual rollouts.
- Agrovision: Dutch livestock-farming software provider focused on pig and dairy herd management. Comparable to Rovecom Feedm/DairyInsight for farm monitoring and benchmarking, and competes for the same Dutch on-farm decision-support wallet.
- Dalex Computer Solutions: Netherlands-based provider of ration-calculation, dairy management and feed-mill software. Highly comparable to FeedExpert + DairyInsight stack, serving a similar Dutch/European feed-advisor and dairy-farmer customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Rovecom social profiles
Digital presenceRovecom compliance and trust
Trust signalCompliance1 record
Rovecom financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rovecom leadership team
Management profileNumber of profiles
Profiles3 records
Rovecom subsidiaries and ownership
Company hierarchySubsidiaries5 records
Rovecom funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rovecom 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 Rovecom
What does Rovecom do?
Rovecom develops and licenses specialized agribusiness software, primarily ration calculation and farm monitoring tools for feed advisors (FeedExpert/VoerExpert, Feedm, DairyInsight) and planning/administration software for green, soil and infrastructure contractors (WerkExpert, Rister, eVDM, MiMIS). The software is built on a Microsoft Azure cloud platform, incorporates proprietary scientific cow and rumen models originating from Wageningen University, and is offered via recurring licenses and subscriptions with bundled implementation and support services.
Is Rovecom a public or private company?
Rovecom is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rovecom founded?
Rovecom was founded in 1996. It employs 51 to 100 people.
Where is Rovecom based?
Rovecom is headquartered in Hoogeveen, Netherlands, in the Europe region.
How does Rovecom make money?
Three revenue lines are on record. Software Licenses and Subscriptions are the primary driver. The others are professional Services and custom Development Projects.
Who are Rovecom's main competitors?
Broad incumbents on record are Lely, CRV, Bayer Climate FieldView and DeLaval. Direct peers are Conservis, Format International, AFAS Software, Adifo, Agrovision and Dalex Computer Solutions.
Does Rovecom have an API?
No public API is recorded for Rovecom.
What industry is Rovecom in?
Rovecom's product category is Agricultural Software. Its primary akta.pro industry code is AFAGALAA, Farm Management & Decision Support Software (FMIS, ERP, Recordkeeping), with a secondary code of AFACAJAG, Farm Technology Enablement & Data Integration Advisory (FMIS/ERP, IoT, Decision Support). Its NAICS code is 513210 and its SIC code is 7372.