Mooij Agro

What Mooij Agro does

Mooij Agro B.V. is a Netherlands-based specialist in automation systems for the storage of outdoor crops, founded in 1981 in Hegelsom (Horst), Limburg, and operating today under the Hotraco controller brand within the Speria ecosystem — the FoodTech commercial brand of Munters launched in May 2026. The company's core product is the Croptimiz-r, an all-in-one touchscreen controller that regulates, controls, and monitors ventilation, heating, cooling, and circulation in crop stores, with integrated add-on modules including the Smart Cooling Manager, Smart Energy Manager (peak shaving, priority-based energy distribution, and renewable integration), Early Warning System (anomaly detection on pressure and temperature), iHotraco Storage Data platform, Airbag System for duct sealing, and the Plug & Ventilate range of ready-to-use ventilation hardware.

The business serves growers and store managers of potatoes (primary), onions, other field crops, and vegetable seeds, with solutions structured around storage climate, ventilation concepts, store management, energy optimization, and quality preservation. Mooij Agro sells exclusively through a worldwide network of independent dealers and installers trained via the Hotraco Academy, with 24/7 remote service and engineering support delivered from the Netherlands HQ; recent documented projects span Argentina, Canada, the Netherlands, Germany, Denmark, Poland, and Ukraine. Revenue mechanics are predominantly one-time hardware and turnkey project sales plus multi-year service and support contracts, with quote-based pricing and no publicly disclosed pricing model.

Name

Mooij Agro

Legal name

Mooij Agro B.V.

Website

https://mooij-agro.com

Company type

Private

Founded year

1981

Operating status

Operating

Headcount range

1–10 employees

Short description

Mooij Agro is a Netherlands-based automation specialist providing the Croptimiz-r controller and integrated storage management systems for potato, onion, and seed growers, sold exclusively through a global dealer network under the Hotraco/Speria parent.

Ownership category

akta.pro rank

Product category

Agricultural Storage Automation Systems

NAICS

Postharvest Crop Activities (except Cotton Ginning) (115114), Farm Machinery and Equipment Manufacturing (333111), Agricultural Implement Manufacturing (33311), Automatic Environmental Control Manufacturing for Residential, Commercial, and Appliance Use (334512)

SIC

Farm Machinery & Equipment (3523), Auto Controls For Regulating Residential & Comml Environments (3822), Air-Cond & Warm Air Heatg Equip & Comm & Indl Refrig Equip (3585), Agricultural Services (700)

akta.pro primary industry

CA Monitoring, Sensors & Automation (O₂/CO₂/Ethylene/Temp/RH) (AFAOAEAK)

akta.pro secondary industries

Sensors & Instrumentation for Drying/Aeration (Moisture, Temp, RH, Airflow) (AFAOAHAJ), Dryer Controls & Automation (PLC/SCADA/IoT) (AFAOAKAK), Dehumidified / Low-Humidity Dry Storage (Onions, Garlic, Nuts) (AFAOAEAF), Environmental Control & Climate Systems (HVAC, CO₂, Ventilation, Dehumidification) (AFAAAHAB)

Keywords

• Crop storage automation
• Potato storage systems
• Ventilation control systems
• Agricultural automation controllers
• Storage climate control

Headquarters

HQ city

Hegelsom

HQ country

Netherlands

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Automation Systems Sales: Sale of proprietary automation systems including Croptimiz-r controllers and related hardware. Systems are sold through dealer network worldwide with training and support provided by company.
2. Peripheral Equipment Supply: Supply of complete range of peripheral equipment including ventilation components, motors, and frequency controllers from top-name suppliers for complete turnkey project solutions.
3. Service and Support: 24/7 service department providing remote support and service using latest IT technologies to control customer systems worldwide. Service is available through dealer network.

Pricing tiers

Go-to-market motion3 records

Distribution channels1 record

Marketing channels4 records

Core offering

Mooij Agro designs, manufactures, and supplies automation systems for the storage of outdoor crops, centered on the Croptimiz-r controller that regulates, controls, and monitors ventilation, heating, cooling, and circulation processes. The portfolio includes the Smart Energy Manager, Smart Cooling Manager, Early Warning System, iHotraco Storage Data and SyslinQ data platforms, Plug & Ventilate ventilation hardware, and the Airbag sealing system, sold individually or as complete turnkey solutions for potato, onion, vegetable seed, and other crop storage facilities.

Product overview

Mooij Agro offers complete automation solutions for crop storage built around the Croptimiz-r controller as the central platform. The ecosystem includes data management (iHotraco Storage Data), specialized managers for cooling and energy optimization (Smart Cooling Manager, Smart Energy Manager), and monitoring/alerting systems (Early Warning System). Plug & Ventilate provides ready-to-use ventilation hardware, while the Airbag System enables precise duct sealing. All products are designed for potatoes, onions, vegetable seeds, and other field crops, with a focus on climate control, energy efficiency, and remote monitoring via PC, smartphone, and tablet.

Differentiator

Problem solved

Functional benefit

Brands

• Croptimiz-r: Next-generation controller for crop storage - all-in-one automation system for regulation, control and monitoring of storage processes including ventilation, heating, cooling and circulation.
• iHotraco Storage Data
• Smart Cooling Manager
• Smart Energy Manager
• Early Warning System
• Plug & Ventilate
• Airbag System

Products and services

• Croptimiz-r controller All-in-one automation controller that regulates, controls, and monitors all storage processes including ventilation, heating, cooling, and circulation. Features touchscreen-only operation and fully integrates subsystems from automatic airbags to cooling systems. Sold to potato, onion, vegetable seed, and other crop storage operators through the global dealer network.
• Smart Energy Manager Software module for Croptimiz-r that maximizes energy use and optimizes distribution across storage facilities. Features peak shaving, priority-based energy distribution, and integration of external energy sources such as solar panels and wind turbines. Sold to storage operators seeking reduced energy costs.
• iHotraco Storage Data Platform for collecting and organizing storage data to enable growers to analyze storage conditions and performance metrics. Used by crop storage operators for monitoring and optimization.
• Smart Cooling Manager Software for efficient and reliable control and monitoring of all cooling systems, integrated with Croptimiz-r for optimal climate management in crop storage facilities.
• Early Warning System Monitoring and alerting system integrated into Croptimiz-r that detects deviations in storage facilities via pressure, temperature, and light measurements and sends notifications to smartphone and smartwatch for 24/7 insight into storage ROI.
• Plug & Ventilate Ready-to-use plug-and-play ventilation solutions ranging from simple to extensive systems, including mobile suction ventilation units, air handling units, insulated air handling units, and CombiVent systems for room ventilation with mechanical cooling.
• Airbag System Sealing system for crate storage facilities that allows simple and quick sealing of ducts, fully integrated into Croptimiz-r for remote control via PC, smartphone, or tablet.
• SyslinQ Platform New data platform for storing and managing crop storage data, providing improved performance, enhanced security, and better management capabilities compared with the previous iHotraco Storage Data platform.

Quantifiable outcome

• Up to 3% drying efficiency for long-term potato storage
• +1 more outcomes

Named customers9 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature7 records

Partnerships

Three partnerships are on record, tiered core and supporting.

• Hotraco AcademycoreImplementation/ SI/ Consulting PartnerHotraco Academy provides training programs for dealers and installers in the sale, installation and service of Mooij Agro systems. Training ensures partner competency and consistent service quality across the global dealer network.
• Speria (Parent Company)coreStrategic or Co-development PartnerMooij Agro is now part of Speria, a brand under Munters FoodTech division launched in May 2026. Speria integrates supply chain optimization software with farm controllers, sensors and gateways for global food supply chain intelligence. Mooij Agro products continue under the Hotraco brand within Speria ecosystem.
• Top-name Suppliers (Ventilation, Motors, Frequency Controllers)supportingTechnology or IntegrationMooij Agro works with high-quality, reliable products from top name suppliers for peripheral equipment including ventilation components, motors, and frequency controllers to offer complete turnkey solutions to customers.

Scale indicators2 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Munters: Swedish global incumbent in climate-control solutions, and the corporate parent of Mooij Agro through the Speria FoodTech brand. Operates across much wider HVAC, dehumidification and agricultural adjacencies and competes in overlapping storage-climate categories at a larger scale.
• Sukup Manufacturing: Large US-based manufacturer of grain bins, dryers and aeration systems with monitoring/control offerings. Broader portfolio than Mooij Agro but comparable in the conditioning and automation of stored crops.
• Bühler Group: Swiss global incumbent in food processing and handling equipment, including post-harvest grain and seed handling/storage solutions. Broad incumbent that competes in adjacent post-harvest automation rather than directly in potato/onion storage controllers.
• AGI (Ag Growth International): Global manufacturer of grain handling, storage and conditioning equipment with a portfolio including aeration, fans and controllers for bins and storage facilities. Broad incumbent with overlapping components in storage automation but a much wider product scope.

Direct peers

• BinMaster: US manufacturer of sensors and inventory management systems for grain, seed and bulk solid storage. Comparable as an instrumentation/automation peer feeding into storage climate decisions similar to Mooij Agro's Croptimiz-r platform.
• OPI Systems: Canadian provider of grain and potato storage monitoring and automation. Comparable in offering integrated controllers, sensors and cloud software for crop storage, with overlap in North American potato storage projects served by Mooij Agro dealers such as PGS Equipment.
• Martin Lishman: UK specialist in crop storage automation and monitoring, including potato and onion ventilation/climate control. Comparable niche specialist targeting the same European grower base with controller-based solutions.
• Tolsma-Grisnich: Dutch competitor specializing in storage climate control, ventilation and automation for potatoes, onions and other arable crops. Closest direct peer to Mooij Agro — same geography, same crop focus, and overlapping dealer-led distribution in NW Europe.
• Omnivent: Netherlands-based manufacturer of ventilation and climate-control systems for crop storage (potatoes, onions, carrots). Directly comparable product portfolio, target customers and dealer-distribution model.

Others

• Hotraco Agri (sister brand): Sister brand under the Hotraco Group (now within Speria/Munters FoodTech) focused on livestock and stable climate automation. Not a direct competitor but a closely related sibling company sharing parent ownership, R&D and distribution ecosystem.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mooij-agro

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Mooij Agro