What Doorgrond.nl does

Doorgrond.nl (legal entity Smart Agri Technology BV, KVK 76732916) is a Dutch precision agriculture specialist founded in 2019 by Han Hilbrands and Jeroen Wolters, operating from Eenrum, Groningen with offices in Groningen and Dronten. The company combines AI and data-driven agriculture technology with practical farming knowledge, distributing and integrating a portfolio that includes AI-powered spot spraying (EcoRobotix ARA, up to 95% chemical reduction), autonomous mechanical weeding robots (Farmdroid FD20, Odd.Bot Maverick), camera-guided cultivation systems (Simply Smart Side Shift with Tillet & Hague / Claas Culticam), a potato virus detection robot (Croptiscan), GPS steering systems (Topcon Value Line with 0–2 cm RTK accuracy), drone-based field analytics (CroptiFly platform integrated with DJI drones), and feed management software (Topcon TAP FEED). The technology stack relies on computer vision, machine learning algorithms for weed and disease recognition, RTK GPS, and data flywheel mechanics where field-collected imagery continuously improves the underlying models.

Doorgrond operates a hybrid go-to-market combining direct sales (Plan een demo), regional dealer rights (Odd.Bot in Drenthe/Friesland/Groningen; WIFO nationwide), and flagship distribution partnerships (EcoRobotix hardware through Abemec, with Doorgrond owning the software, algorithms, and first-line support). Revenue streams span one-time hardware sales (€6,000–€26,950+ for GPS and camera systems; complex robots priced on request), recurring software/data services (CroptiFly, ~€300/year Topcon RTK correction subscription), and professional installation/support services. Customer segments are horizontal across Dutch arable farmers (potatoes, onions, sugar beets, chicory, cabbage, lettuce), organic farmers seeking chemical-free weeding, and livestock/dairy operations for feed management. The company leverages government subsidies (up to 55% via SNN in Friesland and Drenthe) and Vertify research collaborations to drive adoption. Doorgrond has 8 employees and no disclosed external funding.

Name

Doorgrond.nl

Legal name

Smart Agri Technology BV

Website

https://doorgrond.nl

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Doorgrond.nl is a Dutch AI-driven precision agriculture specialist that distributes and integrates precision spraying, autonomous weeding, GPS steering, and drone analytics technologies (EcoRobotix, Farmdroid, Odd.Bot, Topcon, CroptiFly) for Dutch arable, organic, and livestock farmers, with software, algorithm ownership, and support across the Netherlands.

Ownership category

akta.pro rank

Product category

Precision Agriculture Technology

NAICS

Farm Machinery and Equipment Manufacturing (333111), Agricultural Implement Manufacturing (33311)

SIC

Agricultural Services (700), Farm Machinery & Equipment (3523)

akta.pro primary industry

Agricultural Robotics Integration, Retrofit & Automation Services (Kit installs, integration, maintenance) (AFAAAGAJ)

akta.pro secondary industries

Robotics & Autonomous Field Operations (Weeding, Spraying, Harvest Assist, Autonomous Tractors) (AFAGALAJ), Robotic Weeding & Mechanical Cultivation Systems (AFAAAGAB), Autonomous Spraying & Crop-Care Robots (Targeted application, spot spraying) (AFAAAGAE), Guidance, Autosteer & Machine Control (GNSS/RTK, Auto-Steering, Implement Guidance) (AFAGALAE), Agricultural & Field Robotics (HDAAAIAD)

Keywords

• Precision agriculture technology
• Autonomous farming robots
• Spot spraying technology
• Agricultural GPS systems
• Crop disease detection

Headquarters

HQ city

Groningen

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Agricultural Technology Hardware Sales: Sale of precision agriculture equipment including EcoRobotix ARA spotsprayers, Farmdroid robots, Odd.Bot weeding robots, DJI drones, Topcon GPS systems, and WIFO process optimization equipment. Products are sold through direct channels and dealer networks.
2. Software and Data Services: CroptiFly platform provides drone data analysis and field mapping services, translating raw drone imagery into actionable insights for farmers.
3. WIFO Product Distribution: Distribution of WIFO process optimization equipment including box tippers, bulk containers, tool carriers, and bale clamps for agricultural operations.
4. Installation and Support Services: Complete implementation services including installation, configuration, and ongoing technical support for precision agriculture systems.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Doorgrond combines AI, practical agricultural knowledge, and smart engineering to deliver precision agriculture solutions for Dutch farmers. The company distributes and integrates AI-powered spot spraying systems (EcoRobotix ARA), crop disease detection robots (Croptiscan), drone-based field analysis (CroptiFly), autonomous tractor retrofits (iQuus-Atonomy), camera-guided weeding systems, autonomous farming robots, and GPS steering systems, along with installation, configuration, and ongoing technical support across the Netherlands.

Product overview

Doorgrond is an AI partner for the agricultural sector offering a portfolio of precision agriculture and autonomous farming solutions. The core offering centers on AI-powered spot spraying (EcoRobotix ARA), crop disease detection (Croptiscan), drone-based field analysis (CroptiFly), and autonomous tractor technology (iQuus-Atonomy). These are complemented by camera-guided weeding systems (Simply Smart Side Shift), autonomous robots (Farmdroid FD20, Odd.Bot Maverick), GPS steering systems (Topcon), and feed management solutions (Topcon TAP FEED). Doorgrond acts as both developer and dealer for these technologies, providing complete implementation, software configuration, and ongoing support services across the Netherlands.

Differentiator

Problem solved

Functional benefit

Brands

• CroptiFly: A drone solution that translates drone imagery into practical insights for agriculture practitioners, providing weed recognition and crop health analysis.

Products and services

• EcoRobotix ARA Spotsprayer AI-powered precision spot sprayer that detects weeds using camera technology and algorithms, spraying only targeted weeds with micro-doses of chemicals. Capable of up to 95% pesticide savings compared to conventional spraying. Sold to Dutch arable farmers for crops like potatoes, onions, sugar beets, and cabbage.
• Croptiscan Potato Selection Robot Potato selection robot that uses sensors, image analysis, and AI data models to detect early signs of Y-virus, leaf roll, and bacterial infections. Marks diseased plants and records GPS coordinates for targeted intervention. Works at speeds up to 8 km/h covering 4 hectares per hour.
• CroptiFly Drone Analysis Platform Drone-based data collection and analysis platform that processes DJI drone imagery into actionable field maps showing weed locations, problem zones, and crop health indicators for farmers.
• iQuus-Atonomy Autonomous Tractor System Retrofit autonomous driving system for tractors that converts existing or new equipment into fully autonomous machines using after-market software and hardware with ISOBUS connectivity.
• Simply Smart Side Shift Camera-guided side-shift system for precision weeding that works with existing hoes. Uses Tillet & Hague or Claas Culticam cameras for real-time crop row recognition and automatic steering correction with centimeter accuracy.
• Farmdroid FD20 Fully electric autonomous seeding and weeding robot that uses RTK-GPS to remember exact seed locations for precise intra-row and inter-row weeding. Operates on solar power and can cover up to 20 hectares.
• Odd.Bot Maverick Weeding Robot Autonomous mechanical weeding robot that uses AI-powered image recognition to distinguish crops from weeds and removes weeds with mechanical precision arms. Operates fully electric and autonomously for chemical-free weed removal.
• Topcon Value Line Steering GPS-based steering replacement system for agricultural equipment. Offers EGNOS (0-20cm accuracy) and RTK (0-2cm accuracy) options for parallel driving assistance.
• Topcon TAP FEED System Feed management software integrated with feed mixer control. Provides real-time feed loading registration, inventory management, and ration optimization for dairy and livestock operations.

Quantifiable outcome

• 95% reduction in spray agent usage with EcoRobotix ARA spotsprayer
• +4 more outcomes

Named customers7 records

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 capability6 records

Feature5 records

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• WIFOcoreTechnology or IntegrationWIFO provides mechanical weed control, sideshift technology and tool control with extreme precision. Doorgrond offers WIFO products including the Simply Smart Side Shift camera-guided cultivation system.
• FarmdroidcoreTechnology or IntegrationFarmdroid offers fully autonomous solar-powered seeding and weeding robots, ideal for sustainable cultivation. Doorgrond distributes Farmdroid FD20 in the Netherlands.
• iQuus (by GPX Solutions)coreTechnology or IntegrationiQuus converts existing or new tractors into autonomous machines using after-market software and hardware. Doorgrond and iQuus provide complete implementation from installation through autonomous operation.
• EcoRobotixflagshipTechnology or IntegrationEcoRobotix is pioneer in place-specific spraying with up to 95% chemical reduction through AI-driven precision. Doorgrond is responsible for successful introduction of ARA spotsprayer in the Netherlands.
• TopconcoreTechnology or IntegrationTopcon provides advanced GPS and control systems for precision agriculture, known for accuracy and user-friendliness. Doorgrond offers Topcon steering systems and TAP FEED management solutions.
• Odd.BotcoreTechnology or IntegrationOdd.Bot Maverick is an autonomous weeding robot using AI for chemical-free weed removal. Doorgrond is official dealer in Drenthe, Friesland and Groningen.
• DJIcoreTechnology or IntegrationDJI provides professional agricultural drones. Doorgrond distributes DJI drones throughout the Netherlands and integrates them with their CroptiFly software platform for actionable field insights.
• AbemecflagshipChannel Partner/ Reseller/ DistributorAbemec is responsible for EcoRobotix hardware and co-responsible for sales of the spotsprayer. Doorgrond handles software, recognition, first-line support and algorithm improvement.
• VertifyminorStrategic or Co-development PartnerVertify (research institution) collaborates with Doorgrond on spotspray testing in lettuce and pointed cabbage crops for sustainable agriculture development.
• SNN (Samenwerkingsverband Noord-Nederland)minorOthersSNN administers government subsidies up to 55% for sustainable agriculture equipment in Friesland and Drenthe, making precision technology accessible to more farmers.

Scale indicators7 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Naio Technologies: French agricultural robotics company building autonomous mechanical weeding robots (Oz, Ted, Dino) for arable and vegetable farmers. Comparable to Doorgrond's Odd.Bot Maverick and Farmdroid offerings in chemical-free weed control.
• Carbon Robotics: US-based agricultural robotics company using computer vision and laser technology for autonomous mechanical weed removal. Comparable to Doorgrond's AI-powered weeding robotics portfolio (Odd.Bot, Farmdroid).
• Vantage Agrometius: Dutch precision agriculture specialist distributing Trimble, Topcon and other GPS/guidance systems to arable farmers. Highly comparable as a Dutch dealer/integrator of precision ag technology targeting the same farmer segments.

Broad incumbents

• Kverneland Group: Norwegian/Dutch farm machinery manufacturer (owned by Kubota) producing tillage, seeding, spraying and precision equipment for arable farmers. Comparable as an established precision ag equipment provider with broader portfolio than Doorgrond.
• Lely: Dutch agricultural technology incumbent known for robotic milking systems and increasingly precision farming tools. Comparable as a Netherlands-headquartered ag-tech company using robotics and data for farmer productivity.
• AGCO / Fendt: Global agricultural machinery group whose Fendt brand offers integrated GPS guidance, ISOBUS automation and precision spraying solutions. Comparable as a broad incumbent with precision ag portfolio competing for Dutch farmer wallet share.

Others

• EcoRobotix: Swiss maker of the ARA AI-driven high-precision spot sprayer that is Doorgrond's flagship hardware partner. Included as a key partner/adjacent rather than direct competitor since Doorgrond is its Dutch channel.
• Farmdroid: Danish manufacturer of the solar-powered autonomous seeding and weeding FD20 robot distributed by Doorgrond in the Netherlands. Partner/adjacent comparable in autonomous ag robotics.
• Odd.Bot: Dutch startup developing the Maverick autonomous mechanical weeding robot using AI plant recognition. Doorgrond is its official dealer in Drenthe, Friesland and Groningen; included as partner/adjacent comparable.

Emerging players

• Small Robot Company: UK-based ag-tech startup developing per-plant robotic weeding and crop scanning using computer vision. Comparable in AI-driven, plant-level crop/weed recognition approach underlying Croptiscan and the EcoRobotix ARA offering.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@doorgrondnl
• Facebookfacebook.com/Doorgrond.nl
• LinkedInlinkedin.com/company/smart-agri-technology
• Instagraminstagram.com/doorgrond.nl/?hl=en
• TikToktiktok.com/@doorgrond

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Doorgrond.nl