Agrimotion

What Agrimotion does

Agrimotion is an independent agricultural consulting firm headquartered at the Welgevallen Experiment Farm on Stellenbosch University's campus in Western Cape, South Africa. Founded in 2013 by a team of soil scientists and horticulturists, the firm provides scientifically grounded advisory services focused on soil management, irrigation optimization, crop health, and fruit production for enterprise producers of deciduous fruit and wine grapes. The company is led by CEO Coenraad Fraenkel and operates with 11-50 employees, supported by named specialists including a plant pathologist/crop health consultant (Ida Wilson) and a precision-farming/drone consultant (Mico Stander).

The company's core technology stack centers on two proprietary, trademarked platforms: IRIS® (Integrated Response Irrigation Scheduling), which automates irrigation scheduling by integrating data from multiple third-party farm software providers and sensor inputs; and IMPI® (Imagery, Monitoring, Production, Integration), which aggregates imagery (including NDVI remote-sensing analysis), GPS, drone, and production data into a unified farm management interface. These platforms are complemented by traditional soil management and horticultural consulting services covering pruning, thinning, pest management, and precision farming practices.

Agrimotion generates revenue through bespoke consulting engagements and project/retainer arrangements with enterprise fruit producers such as Dutoit Agri, EXSA, Bo-Radyn Boerdery, Paul Cluver Wines, and Weltevrede Farm. Pricing is not publicly disclosed and is negotiated per engagement. The go-to-market is sales-led and relationship-driven, relying on direct client engagement, CEO-led farm roadtrips, industry publications, and bilingual (English/Afrikaans) content marketing. Operations are entirely domestic to South Africa, with no disclosed external investment or institutional ownership.

Name

Agrimotion

Legal name

Agrimotion Consulting

Website

https://agrimotion.net

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Agrimotion is a Stellenbosch-based agricultural consulting firm providing independent soil management, irrigation, and fruit production advisory services to enterprise fruit and wine producers in South Africa, supported by proprietary IRIS® and IMPI® data integration platforms.

Ownership category

akta.pro rank

Product category

Agricultural Consulting

NAICS

Crop Production (111)

SIC

Agricultural Services (700), Services-Management Consulting Services (8742)

akta.pro primary industry

Yield Optimization & Crop Performance Consulting (AFACABAC)

akta.pro secondary industries

Farm Management & Decision Support Software (FMIS, ERP, Recordkeeping) (AFAGALAA), Plant Tissue, Soil & Water Sampling Coordination (Agronomy-Focused) (AFACABAH), Cover Crop & Conservation Practice Planning (AFACABAI)

Keywords

• Agricultural consulting services
• Soil management consulting
• Irrigation scheduling software
• Precision farming services
• Fruit production advisory

Headquarters

HQ city

Stellenbosch

HQ country

South Africa

HQ region

Africa

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Agricultural Consulting Services: Agrimotion provides independent, unbiased consulting services to agricultural producers through practical and scientifically sound recommendations. Services include soil management consulting, fruit production optimization, irrigation scheduling, and crop health management. Revenue is generated through consulting engagements with fruit producers and farmers, typically on a project or retainer basis.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Agrimotion provides independent agricultural consulting services to fruit producers in South Africa, specializing in soil management, irrigation scheduling, and fruit production optimization. The firm delivers scientific advisory work and pairs it with two proprietary digital platforms — IRIS® for irrigation scheduling and IMPI® for farm data integration — that combine soil, moisture, imagery, and production data to support precision farming decisions.

Product overview

Agrimotion is an agricultural consulting firm offering a portfolio of water management and data integration platforms along with expert consulting services. The core products are IRIS (Integrated Response Irrigation Scheduling) for automated irrigation management and IMPI (Imagery, Monitoring, Production, Integration) for farm data integration and monitoring. These are complemented by soil management and fruit production consulting services, all delivered with a scientific, independent, and precise approach.

Differentiator

Problem solved

Functional benefit

Brands

• IRIS®: Integrated Response Irrigation Scheduling - a water management platform used by clients to integrate farm data from different software providers.
• IMPI®

Products and services

• Soil Management Consulting Scientific consulting service focused on soil science for sustainable fruit production, including soil analysis, preparation recommendations, and ongoing soil health management, delivered to fruit producers and farmers in South Africa.
• Fruit Production Consulting Expert horticultural consulting to improve fruit quality and yield through practices including pruning, thinning, pest management, and precision farming techniques, delivered to apple, pear, and other deciduous fruit growers.
• IRIS® (Integrated Response Irrigation Scheduling) Water management platform that automates irrigation scheduling by integrating data from various farm software providers, soil sensors, and moisture meters to optimize water usage and ensure precise irrigation timing for fruit producers.
• IMPI® (Imagery, Monitoring, Production, Integration) Farm management platform that integrates imagery (including NDVI remote sensing), monitoring data, and production information from multiple software providers to give farmers comprehensive farm management insights.

Quantifiable outcome

• 80 tons/Ha pear harvest achieved with drip irrigation management
• +1 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature3 records

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• John Deere Operations Center: Major equipment OEM with an integrated farm data platform and agronomic services. Provides broad competition across irrigation, imagery, and farm management — though not specialised in pome fruit / wine.
• Pessl Instruments (METOS): Global provider of field sensors, weather stations, and irrigation decision tools used by specialty crop producers. Closely comparable to the sensor-data layer underlying IRIS® and IMPI®.
• Climate FieldView (Bayer): Bayer's digital agriculture platform combining imagery, agronomic modelling, and input recommendations. Competes for the same farmer wallet share on data-driven decision support and benefits from Bayer's distribution and capital scale.
• Trimble Agriculture: Global provider of precision agriculture hardware, software, and services for irrigation, mapping, and farm management. A broad incumbent whose Connected Farm / Trimble Ag Software overlaps with IRIS® and IMPI® but at far larger scale.

Direct peers

• AGRIVI: Cloud farm management software (FMIS) with agronomic advisory layers covering fruit and specialty crops. Comparable to IMPI® as an integrated farm data platform with decision-support and recordkeeping functionality.
• Aerobotics: South African precision agriculture company offering aerial imagery, NDVI, and tree-level analytics for fruit and wine producers. Direct competitor in the Western Cape market with similar enterprise customer base and comparable technology-enabled consulting offering.
• CropX: Soil-sensor and irrigation-scheduling platform serving specialty crop producers globally. Comparable to IRIS® in combining field sensors, agronomic science, and decision support for precision water management.

Emerging players

• Tule Technologies: Specialist in crop water-stress measurement and irrigation scheduling for orchards and vineyards. Direct functional overlap with Agrimotion's IRIS® irrigation offering in perennial crops.
• Regrow (formerly Granular): Agriculture analytics platform combining farm records, agronomy, and sustainability metrics. Comparable in offering data-integration and decision-support for crop producers, with overlap in sustainability and yield optimisation narratives.

Regional players

• 365FarmNet: European farm management software platform with agronomic service partners. Comparable as a vendor-neutral farm data hub, but focused on European row crops and mixed farms rather than Southern Hemisphere fruit production.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Agrimotion
• Instagraminstagram.com/agrimotion
• LinkedInlinkedin.com/company/agrimotion-consulting

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Agrimotion