Agri Technovation South Africa

What Agri Technovation South Africa does

Agri Technovation South Africa is a privately-held agricultural technology company founded in 2014 and headquartered in Wellington, Western Cape. The company operates from a single disclosed location (Agri Business Park, 5 Louw Street, Wellington Industrial Area, 7654) with 217 employees and serves commercial agricultural producers in South Africa across grain, sugarcane, pastures, potatoes, onions, citrus, table and wine grapes, avocados, apples, pears, and nuts.

The company builds an integrated stack combining proprietary plant nutrition products, diagnostic laboratory services, and digital farming tools. Core offerings include: (i) the MyFarmWeb cloud platform for storing, visualising and comparing agricultural maps, geographic and IoT data; (ii) the PICKLOGGER GPS device attached to harvesting shears to register pick-level GPS yield data — providing orchard/vineyard yield mapping previously unavailable; (iii) the ITEST diagnostic suite (SOIL, LEAF, CARBOHYDRATES) plus MYSOIL CLASSIFICATION and MYDATA MINING analytical services; (iv) IFLY VERDE satellite imagery via Airbus; and (v) a registered portfolio of specialised plant nutrition products including RELEASE LPH (a seaweed-based soil prebiotic), CALCINATOR (calcium-pectate foliar calcium), KELPURA (Ecklonia maxima kelp biostimulant), NutriCAST (composted organic fertiliser), ZINC PHLOEM, TRY ME, SUGAR RUSH, and BRIGHTBLUE/BRIGHTRED marker dyes. Several products are produced using proprietary extraction methods, including room-temperature kelp processing and enzyme-assisted plant protein hydrolysate manufacture preserving specific bioactive peptides.

The company earns revenue across three streams: (a) one-time product sales of registered Act 36 fertilisers and biostimulants; (b) fee-for-service precision farming including diagnostic testing, soil classification, variable rate application planning, and yield-map analytics; and (c) hardware sales of PICKLOGGER devices combined with the MyFarmWeb cloud platform. Go-to-market is hybrid: a direct sales-and-technical team serves major commercial farmers, while Laeveld Agrochem functions as the primary channel partner through its agent network across South African farming regions, supplemented by Victus Bio for biological products (NutriCAST, RX-N inoculants) and Trifert as a secondary distributor. Marketing emphasises technical content, field-trial data, and the Groei magazine channel rather than mass advertising, reflecting a science-led positioning in a B2B agricultural market.

Name

Agri Technovation South Africa

Legal name

Agri Technovation Pty Ltd

Website

https://agritechnovation.co.za

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Agri Technovation South Africa is a privately-held agricultural technology company that develops proprietary plant nutrition products, diagnostic laboratory services (ITEST), and digital farming tools (MyFarmWeb cloud platform, PICKLOGGER GPS harvesting, IFLY VERDE satellite imagery) for commercial farmers in South Africa.

Ownership category

akta.pro rank

Product category

Precision Agriculture Services

NAICS

Fertilizer and Compost Manufacturing (32531), Compost Manufacturing (325315)

SIC

Agricultural Services (700), Agricultural Chemicals (2870)

akta.pro primary industry

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

akta.pro secondary industries

Farm Management Information Systems (FMIS) & Digital Recordkeeping (AFABAMAD), Field Mapping, GIS & Digital Agronomy (Zoning, Prescription Maps, Yield Maps, Spatial Analytics) (AFAGALAG), Nutrient Management & Fertility Optimization Analytics (AFABAMAJ), Nutrient Management Planning & Fertility Programs (AFACABAB), Remote Sensing & Imagery Analytics (Satellite, Drone, Aerial) (AFABAMAB), Foliar Fertilizers & Foliar Nutrition Programs (AFABACAC), Soil & Field Mapping Analytics (EC Mapping, Zone Delineation) (AFABAMAH)

Keywords

• Precision agriculture services
• Plant nutrition products
• Soil diagnostics
• Crop yield mapping
• Agricultural biostimulants

Headquarters

HQ city

Wellington

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Specialised Plant Nutrition Products: Sale of proprietary biostimulant, fertilizer, and agricultural input products including RELEASE LPH, KELPURA, CALCINATOR, TRY ME, ZINC PHLOEM, BRIGHTBLUE/BRIGHTRED marker dyes, NutriCAST, SUGAR RUSH, and related formulations. Products are registered under Act 36 of 1947 (Fertilizers, Farm Feeds, Seeds and Remedies Act) and sold through channel partners and direct sales.
2. Precision Farming Services: Fee-for-service precision farming consultancy including soil classification (MYSOIL CLASSIFICATION), diagnostic testing (ITEST SOIL, ITEST LEAF, ITEST CARBOHYDRATES), variable rate application planning, MYDATA MINING analysis, and PICKLOGGER hardware and data services for yield mapping in permanent crops.
3. Technology Hardware & Digital Platform: PICKLOGGER GPS harvesting devices and MyFarmWeb cloud-based agricultural data platform providing data storage, visualisation, and comparison tools for farm data management.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Agri Technovation develops and sells proprietary plant nutrition products (biostimulants, foliar fertilizers, soil prebiotics, marker dyes, inoculants) and provides precision farming services including soil/leaf/carbohydrate diagnostics (ITEST suite), GPS-based yield mapping (PICKLOGGER), soil classification (MYSOIL CLASSIFICATION), variable rate application planning, and a cloud-based agricultural data platform (MyFarmWeb). The integrated offering combines science-based agricultural inputs with digital decision-support tools for commercial crop producers.

Product overview

Agri Technovation is an agricultural technology company offering precision farming solutions combining specialized plant nutrition products with digital farming platforms and diagnostic services. The core offering consists of MyFarmWeb (cloud-based data platform) integrated with PICKLOGGER™ (GPS harvest tracking device) and IFLY VERDE™ (satellite imagery). Supporting services include ITEST™ diagnostic suite (CARBOHYDRATES, LEAF, SOIL), MYSOIL CLASSIFICATION™ and MYDATA MINING™ for comprehensive farm analytics. The product portfolio includes specialized fertilizers and biostimulants including RELEASE LPH™ (soil prebiotic), CALCINATOR™ (foliar calcium), NutriCAST™ (organic fertilizer), ZINC PHLOEM™ (zinc fertilizer), TRY ME™ (multi-elemental foliar), KELPURA™ (kelp biostimulant), SUGAR RUSH™ (feeding stimulant), and BRIGHTBLUE/BRIGHTRED (marker dyes). The company operates under the Laeveld Agrochem distribution network and serves commercial farmers across South Africa.

Differentiator

Problem solved

Functional benefit

Brands

• ITEST™: Suite of analytical and testing services including ITEST™ CARBOHYDRATES, ITEST™ LEAF, ITEST™SOIL for crop and soil analysis
• RELEASE LPH™
• CALCINATOR™
• PICKLOGGER™
• TRY ME™
• ZINC PHLOEM™
• SUGAR RUSH™
• KELPURA™
• BRIGHTBLUE and BRIGHTRED
• Groei Power Lawn
• MYSOIL CLASSIFICATION™
• MYDATA MINING™
• IFLY VERDE™
• Vibrosoiler®
• RX-N Soybean™
• NutriCAST™

Products and services

• MyFarmWeb An interactive, cloud-based platform for storing, visualising and comparing all types of maps, geographic and IoT-generated agricultural data. Accessed through any browser.
• PICKLOGGER GPS device attached to harvesting shears that registers a GPS point at each pick event, generating spatial yield distribution maps for permanent crops.
• IFLY VERDE Satellite imagery service by Airbus for crop perception and management through remote sensing data analysis.
• ITEST CARBOHYDRATES Laboratory service analyzing non-structural carbohydrate status in leaf and root tissues to inform flowering, fruit set and alternate bearing management.
• ITEST LEAF Leaf analysis service for identifying mineral deficiencies before visual symptoms appear, enabling timely nutrient management interventions.
• ITEST SOIL Soil analysis service providing precision soil chemical data for variable rate applications and soil fertility management.
• MYSOIL CLASSIFICATION Soil classification service identifying soil physical characteristics as base maps for variable rate fertilisation and precision farming.
• MYDATA MINING Service linking soil-physical, chemical and yield data by combining MYSOIL CLASSIFICATION and ITEST SOIL data with yield maps for comprehensive farm analytics.
• RELEASE LPH 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.
• CALCINATOR Pectin-complexed foliar calcium source formulated to enhance fruit cell wall stability, improve calcium absorption and reduce physiological disorders in fruit crops.
• NutriCAST Organic soil amendment consisting of composted animal manure and earthworm casts with typical nutrient content of 1.8% nitrogen, 1.3% phosphorus and 2.5% potassium.
• ZINC PHLOEM Organically complexed foliar zinc formulation with nutritional synergists to enhance uptake and assimilation. Zinc content 204,400 mg/L.
• TRY ME Multi-elemental foliar product supporting plant metabolic function to stimulate natural processes for stress alleviation and carbohydrate status improvement.
• KELPURA Pure liquid kelp-based plant biostimulant derived from South African kelp species Ecklonia maxima, produced using proprietary room-temperature extraction technology.
• SUGAR RUSH High-concentration mixture of phagostimulant natural sugars including fructose and sucrose for improving pest control efficacy when mixed with stomach-action insecticides.
• BRIGHTBLUE and BRIGHTRED Marker Dyes Advanced agricultural marker dyes with high pigment load, advanced dispersing technology and rainfastness polymer for extended visibility in field spray applications.
• RX-N Soybean Bacterial legume inoculant containing Bradyrhizobium japonicum strain WB74 for effective nitrogen fixation in soybean crops.
• Groei Power Lawn NPK fertilizer formulation (13.7.10, 30% active ingredients) for turfgrass, used on school rugby fields and amenity lawns to support root and shoot development.

Quantifiable outcome

• Up to 45-50% greater soil exploration capacity (root coverage increase from 13.5% to 20% in table grapes; 10.9% to 15.7% in lemons)
• +5 more outcomes

Named customers2 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability5 records

Feature9 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Laeveld AgrochemcoreChannel Partner/ Reseller/ DistributorPrimary distribution partner operating as a network of agricultural agents across South African farming regions. Laeveld Agrochem distributes the full range of Agri Technovation products and publishes the Groei magazine featuring company technical content. Their agents provide localised crop advisory services and sales support to commercial farmers.
• Victus BiocoreChannel Partner/ Reseller/ DistributorVictus Bio develops and manufactures biological agricultural products including NutriCAST (composted organic fertiliser) and RX-N legume inoculant range (RX-N Soybean, RX-N Drybean, RX-N Groundnut, RX-N Lucerne, RX-N Pea). Products are distributed exclusively through Laeveld Agrochem. Victus Bio co-authors technical articles with Agri Technovation specialists on soil health and nitrogen fixation.
• TrifertminorChannel Partner/ Reseller/ DistributorListed as a partner on the Agri Technovation website. Trifert is an agricultural input supplier in South Africa.
• AnasaccoreStrategic or Co-development PartnerChilean multinational agribusiness founded in 1948 that develops and supplies crop protection, plant nutrition and biostimulant technologies across Latin America. Collaborated with Agri Technovation to design, manage, and independently evaluate multi-environment field trials validating RELEASE LPH agronomic and biological performance under commercial conditions.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Valagro (Syngenta Biologicals): Specialty biostimulant and foliar nutrition manufacturer (now part of Syngenta Group) with seaweed-based and amino acid products. Direct product overlap with KELPURA, RELEASE LPH, and TRY ME, but with a global portfolio and substantially larger R&D and distribution scale.
• Trimble Agriculture: Precision agriculture technology provider offering GPS hardware, variable rate application systems, and farm management software. Comparable to PICKLOGGER GPS devices and MyFarmWeb platform, with a global installed base across row and specialty crops.
• Climate FieldView (Bayer): Global digital farming platform owned by Bayer offering satellite imagery, yield mapping, and variable rate prescriptions at scale. Competes with MyFarmWeb/PICKLOGGER as a system-of-record for farm data, with significantly larger data network across geographies.
• Haifa Group: Israeli specialty fertilizer manufacturer producing foliar nutrients, controlled-release fertilizers, and water-soluble plant nutrition products. Comparable product portfolio to Agri Technovation's foliar range (CALCINATOR, ZINC PHLOEM), with established international distribution reach.
• Stoller (Corteva): Specialty plant nutrition and biostimulant company (now part of Corteva) focused on physiological crop solutions, foliar nutrition, and stress mitigation. Direct product overlap with Agri Technovation's biostimulant and foliar offerings and significantly larger geographic footprint.

Direct peers

• Taranis: Global precision agriculture platform using aerial imagery and AI-driven leaf-level insights for crop monitoring and decision support. Comparable to Agri Technovation's MyFarmWeb + IFLY VERDE satellite + MYDATA MINING stack in delivering data-driven agronomy for permanent and row crops.
• Aerobotics: Cape Town-based precision agriculture company combining satellite/drone imagery and tree-level analytics for permanent crops. Direct competitor in the South African high-value crop segment (citrus, table grapes, avocados, nuts), targeting overlapping customer base with Agri Technovation.
• Agrii: UK-based agronomy services company providing crop consulting, soil analysis, precision farming services, and input recommendations to commercial farmers. Closely comparable business model of integrated agronomic advice plus specialty inputs, though UK-focused.
• Agrian: Precision agriculture platform integrating field mapping, soil/leaf data, and variable rate prescriptions for crop advisors and growers. Closely aligned with Agri Technovation's MyFarmWeb + MYDATA MINING workflow, though primarily serving North American markets.

Others

• SGS Agriculture: Global testing, inspection, and certification company operating large-scale agricultural analytical laboratories including soil, leaf, and plant tissue testing. Comparable to the ITEST suite (SOIL, LEAF, CARBOHYDRATES) at the diagnostic layer, though positioned as a third-party lab rather than an integrated agronomy platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCmrq3eqehfPrapGofmr5xOQ
• Facebookfacebook.com/agritechnovation
• LinkedInlinkedin.com/company/agri-technovation-south-africa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 South Africa