Name

Agri Technovation

Legal name

Agri Technovation

Website

https://agritechnovation.co.nz

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Precision Agriculture Services

NAICS

Fertilizer and Compost Manufacturing (32531)

SIC

Agricultural Services (700)

akta.pro primary industry

Decision Support & Agronomic Modeling (Yield, Irrigation, Pest/Disease Forecasting) (AFAAAFAF)

akta.pro secondary industries

Remote Sensing & Imagery Analytics (Satellite, Drone, Aerial) (AFABAMAB), Field Mapping, GIS & Digital Agronomy (Zoning, Prescription Maps, Yield Maps, Spatial Analytics) (AFAGALAG), Nutrient Management Planning & Fertility Programs (AFACABAB), Foliar Fertilizers & Foliar Nutrition Programs (AFABACAC)

Keywords

• Precision agriculture services
• Plant nutrition products
• Crop diagnostic laboratory
• Agricultural biotechnology
• Specialty fertilizer manufacturing

Headquarters

HQ city

Greenhithe

HQ country

New Zealand

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Plant Nutrition Products: Sale of specialized plant nutrition products including foliar products (PHLOEM™ range, TO-GROW™ range), liquid products (REACTION™ range, RELEASE LPH™), and water soluble products for various crop types.
2. Precision Farming Services: Laboratory diagnostic services including ITEST™ CARBOHYDRATES, ITEST™ LEAF, ITEST™ SOIL analyses, and MYSOIL CLASSIFICATION™ services for commercial growers.

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Agri Technovation provides specialised plant nutrition products (foliar, liquid and water-soluble formulations such as ZINC PHLOEM, KELPURA, RELEASE LPH, CALCINATOR, TRY ME, REACTION and TO-GROW ranges) alongside precision farming services. Its diagnostic laboratory services include ITEST CARBOHYDRATES, ITEST LEAF, ITEST SOIL and MYSOIL CLASSIFICATION, supported by the MyFarmWeb cloud platform, PICKLOGGER GPS yield-mapping devices and IFLY VERDE satellite imagery for data-driven crop management for commercial growers.

Product overview

Agri Technovation is an agricultural technology company providing specialised plant nutrition products and precision farming services. The product portfolio comprises over 50 plant nutrition products across multiple categories (foliar, liquid, water-soluble, specialised), diagnostic services (ITEST CARBOHYDRATES, ITEST LEAF, ITEST SOIL), and digital platforms (MyFarmWeb, PICKLOGGER). The core offerings include KELPURA (kelp-based biostimulant), RELEASE LPH (soil prebiotic), and ZINC PHLOEM (organically complexed zinc) among the specialty products, supported by the ITEST diagnostic services for carbohydrate and leaf analysis, MyFarmWeb cloud platform for farm data visualization, and PICKLOGGER GPS-based yield mapping technology. Services include precision farming solutions, soil classification (MYSOIL CLASSIFICATION), and satellite imagery (IFLY VERDE). The company operates globally with service areas including New Zealand, Australia, South Africa, and exports to selected international markets.

Differentiator

Problem solved

Functional benefit

Brands

• MyFarmWeb: Interactive cloud-based platform for storing, visualising and comparing various types of maps and geographic data relating to farms.
• ITEST CARBOHYDRATES
• PICKLOGGER
• ITEST LEAF
• ITEST SOIL
• MYSOIL CLASSIFICATION
• IFLY VERDE
• MYDATA MINING

Products and services

• PHLOEM Foliar Nutrient Range A family of foliar-applied plant nutrition products (ZINC PHLOEM, BORON PHLOEM, COPPER PHLOEM, IRON PHLOEM, MAGNESIUM PHLOEM, MANGANESE PHLOEM, K PHLOEM, P PHLOEM) using proprietary organic acid complexing agents that improve phloem loading, leaf uptake and nutrient assimilation for fruit, nut and broad-acre crops.
• TO-GROW Crop-Specific Foliar Range Crop-tailored foliar nutrition products including AVO-TO-GROW (avocado), CITRUS-TO-GROW (citrus), POME & STONE-TO-GROW, GRAPE-TO-GROW, GROKIWI (kiwifruit), FRUIT-TO-SIZE, CARBOFUEL and FLOWER POWER, formulated to support phenological stages from flowering to fruit sizing.
• REACTION Liquid Nutrition Range Liquid nutrition products for fertigation, broad-acre, pasture and horticultural use, including REACTION CLASSIC, REACTION FERTIGATE N, REACTION HIGH-K, REACTION PREMIUM, REACTION QUALIGRASS, REACTION RAPID N PLUS, REACTION RAPID NPS, REACTION SAFE N, REACTION SEAWEED N, REACTION SUPER SEAWEED, REACTION SUPER SULPHER, REACTION HIYIELD and REACTION OMNIGIBB.
• RELEASE LPH Soil Prebiotic Soil prebiotic containing seaweed extracts (Ascophyllum nodosum, Durvillaea potatorum, Ecklonia maxima) plus organic and amino acids that stimulate microbial growth, nutrient release and root development in perennial and broad-acre cropping systems. Registered as Fertilizer Group 3, Reg. no. M441, Act 36 of 1947.
• KELPURA Plant Biostimulant Pure liquid kelp-based biostimulant derived from South African Ecklonia maxima, produced via a proprietary room-temperature extraction process that preserves phytohormones, phenolic acids, amino acids and polysaccharides to support cytokinin-like activity during fruit-crop reproductive phenology. Registered as Fertilizer Group 3, Reg. no. M442.
• ZINC PHLOEM (standalone product) Organically complexed, foliar-applied zinc formulation with nutritional synergists that achieves equivalent foliar zinc tissue levels at approximately half the concentration of standard zinc sulphate products in maize, soya and wheat trials. Registered Reg. no. B5734, Zinc (ZN) 204 400 mg/L.
• CALCINATOR Foliar Calcium Pectin-complexed foliar calcium source that supports cell wall stability and calcium uptake during fruit development. Registered as Fertilizer Group 2, Reg. no. B5022, Act 36 of 1947.
• TRY ME Foliar Carbohydrate Booster Foliar application designed to increase leaf carbohydrate levels, reduce tree energy expenditure by supplying readily usable amino acids and biopeptides, and stabilise photosynthetic and hormonal processes under stress conditions. Registered as Fertilizer Group 1, Reg. no. K9552, Act 36 of 1947.
• CITRUS-TO-GROW LMO Foliar protection product for citrus that protects carbohydrate-producing capacity and enhances uptake of nitrogen, phosphorus, magnesium, iron, zinc and manganese nutrients fundamental to chlorophyll formation and sugar synthesis. Registered Reg. no. B4732.
• ITEST CARBOHYDRATES Diagnostic Service World's first commercial carbohydrate analysis laboratory service for growers, interpreting sugar and starch concentrations in leaf, shoot and root samples at critical phenological stages to manage photosynthesis, sugar-starch conversion and translocation to sink organs. Over 45,000 samples processed.
• ITEST LEAF & ITEST SOIL Diagnostic Services Leaf tissue mineral analysis (ITEST LEAF) and soil analysis and testing (ITEST SOIL) services for nutrient diagnosis across citrus and other crops, supporting informed orchard and farm nutrition decisions.
• MYSOIL CLASSIFICATION Service Soil classification service identifying soil variation across farms to enable grouping of similar soil types into separate irrigation and management blocks.
• MyFarmWeb Cloud Platform Interactive cloud-based platform accessed via any browser for storing, visualising and comparing various types of maps and geographic data relating to specific farms or groups of farms.
• PICKLOGGER GPS Harvest Logging Device Innovative GPS-enabled device attached to harvesting shears that registers GPS data points when bunches are picked, enabling producers to observe bunch distribution across the orchard and accurately identify yield variation within each block.
• IFLY VERDE Satellite Imagery Service Satellite remote sensing imagery service (in partnership with Airbus) that enables crop monitoring and management decisions for precision agriculture.

Quantifiable outcome

• Root coverage increased from 13.5% to 20% in table grapes and 10.9% to 15.7% in lemons (45-50% greater soil exploration)
• +4 more outcomes

Named customers8 records

Segments1 record

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature7 records

Partnerships

Three partnerships are on record, tiered core and minor.

• AnasaccoreStrategic or Co-development PartnerChilean multi-national agribusiness (founded 1948) specializing in crop protection, plant nutrition and biostimulant technologies. Collaborated with Agri Technovation on field trials for RELEASE LPH™ across multiple perennial cropping systems. Anasac's technical teams designed and managed multi-environment trials validating the agronomic and biological performance of the product under commercial conditions.
• Laeveld AgrochemcoreStrategic or Co-development PartnerPartner firm involved in marketing and distribution of Agri Technovation products in South Africa. Marketing director Corné Liebenberg represents the partnership. Laeveld Agrochem has been instrumental in introducing ITEST™ CARBOHYDRATES to South Africa's citrus industry.
• Chengeta Crop CareminorStrategic or Co-development PartnerAgri Technovation NZ acquired Chengeta Crop Care to expand product offerings and service capabilities in New Zealand. Chengeta's existing products are being extended and enhanced by service offerings from Agri Technovation.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Yara International: Global fertilizer leader with foliar nutrition products and digital farming tools (e.g., Yara N-Tester, AtFarm). Broad incumbent offering overlapping diagnostics and nutrition capabilities.
• ICL Group: Global specialty fertilizers and plant nutrition major with foliar and fertigation product lines. Larger incumbent serving overlapping crop types and end markets.

Direct peers

• Omnia Holdings: South African specialty fertilizer and agronomy services company serving the same Southern African permanent crop and row crop customer base as Agri Technovation. Strong direct geographic and product overlap.
• Valagro: Specialty plant nutrition and biostimulant producer (now part of Syngenta) with seaweed- and amino-acid-based products targeting horticulture and row crops. Comparable in product mix and crop focus.
• Acadian Plant Health: Seaweed-based biostimulant specialist extracting from Ascophyllum nodosum for global horticulture markets. Highly comparable in kelp-based product positioning (e.g., KELPURA).
• Haifa Group: Israeli specialty fertilizer company with strong foliar nutrition and water-soluble NPK portfolio serving fruit and vegetable growers worldwide. Direct overlap in foliar product categories.
• Stoller Enterprises: Global specialty plant nutrition and biostimulant company offering foliar products and crop programs to permanent crop growers. Directly comparable to Agri Technovation's PHLOEM and KELPURA-style biostimulant positioning.

Regional players

• Kynoch Fertilizer: South African fertilizer manufacturer and agronomy services provider. Comparable in product type but primarily competes in the Southern African market alongside Agri Technovation.
• Anasac: Chilean crop protection, plant nutrition and biostimulant company and stated Agri Technovation partner. Regional player with overlapping product categories but focused on Latin American markets.

Emerging players

• Taranis: AI-powered precision agriculture platform combining aerial imagery, field mapping and agronomic insights for crop advisors. Comparable on the digital/imagery side (IFLY VERDE, MYFARMWEB).

Market position

Strengths5 records

Weaknesses1 record

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCmrq3eqehfPrapGofmr5xOQ
• Facebookfacebook.com/AgriTechnovationNZ
• LinkedInlinkedin.com/company/agri-technovation-ltd
• Xx.com/at_aus

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 record

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 Technovation