FreshTrack Systems

What FreshTrack Systems does

FreshTrack Systems Pty Ltd is an Australian privately-held software company that provides cloud-native traceability and supply chain management software for the fresh produce industry. The platform serves three primary customer segments — growers, packers, and marketers — with additional traction in adjacent aquaculture (barramundi) operations. Core products include FreshTrack Cloud (SaaS traceability platform launched August 2023 and accessible via web and mobile apps), FreshTrack Gateway (on-site packhouse system), FreshTrack FieldOp (farm activity capture), and FreshTrack Xchange (remote operations). The company also sells hardware (scanners and labelling equipment) and offers tiered support (Basic, Standard at 10% of subscription, Premier at 20%) plus professional services billed at $175-$225/hour. Technology stack runs on AWS infrastructure with integrations to Xero, Odoo, Intercom, eWay, and GoCardless. In March 2025 the company adopted GS1 Digital Link standards for product identification, positioning customers ahead of the 2027 industry mandate. FreshTrack Genie, a generative AI support agent, operates 24/7 within FreshTrack Messenger. The company is headquartered in Perth, Western Australia, with a secondary office in Boonah, Queensland, and operates across all eight Australian states and territories. The business model combines recurring subscription revenue, one-time hardware sales, and project-based professional services, with a sales-led go-to-market via website demos, phone, and email, supported by active participation in industry events such as BerryQuest International 2025 and Mountain Blue Grower Summit 2023.

Name

FreshTrack Systems

Legal name

FreshTrack Systems Pty Ltd

Website

https://freshtrack.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

FreshTrack Systems is an Australian SaaS company providing cloud-native traceability and supply chain management software for fresh produce growers, packers, and marketers, with additional deployment in aquaculture operations across Australia.

Ownership category

akta.pro rank

Product category

Agriculture Supply Chain Software

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (423820)

SIC

Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

Farm Data Management & Decision Support Services (FMIS Setup, Data Integration, Analytics) (AFACACAC)

Keywords

• Supply chain traceability
• Fresh produce software
• Agriculture inventory management
• Cloud-based farm management
• GS1 compliance software

Headquarters

HQ city

Perth

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. FreshTrack Cloud Subscriptions: Monthly or annual subscription fees for access to FreshTrack Cloud software, with tiered packages as selected by customers. Subscriptions auto-renew indefinitely unless cancelled with 30 days notice.
2. Hardware Products: Sale of physical hardware products including scanners, labelling equipment, and integrated hardware systems. Title transfers to client upon payment.
3. Support Services: Tiered support plans including Basic, Standard, and Premier Support levels, billed as percentage of monthly subscription fee (10-20%) or hourly rates for non-standard support.
4. Customisations and Add-ons: Customisation fees for specific feature modifications and add-on fees for changes outside subscription tier scope.
5. Professional Services (Installation): Installation services for hardware and software setup at client sites, with associated travel and expense charges.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

FreshTrack Systems provides a cloud-native supply chain traceability and management platform for the fresh produce industry. The FreshTrack Cloud software captures and reports on farm activities, inventory, dispatch, sales, and packing data for growers, packers, and marketers. The offering is complemented by on-site FreshTrack Gateway systems for capturing cost of farm activities, the FieldOp mobile application, the FreshTrack Xchange remote access capability, and the FreshTrack Genie AI support agent.

Product overview

FreshTrack Systems offers FreshTrack Cloud, a cloud-native SaaS platform for fresh produce supply chain traceability and management. The platform serves three customer segments: growers, packers, and marketers through tailored solutions. FreshTrack Cloud is the primary cloud-based product, complemented by on-site solutions (FreshTrack Gateway and FieldOp), an AI support agent (FreshTrack Genie), and remote access capability (FreshTrack Xchange). The system provides point-of-packing labelling, full supply chain traceability from field to market, customized reporting, and integrates with third-party tools including Odoo, Xero, and Intercom.

Differentiator

Problem solved

Functional benefit

Brands

• FreshTrack Cloud: Cloud-based traceability and management software platform accessible via web browser, providing solutions for growers, packers, and marketers in the fresh produce industry.
• FreshTrack Gateway
• FreshTrack Xchange

Products and services

• FreshTrack Cloud
• FreshTrack Gateway
• Hardware and Equipment

Quantifiable outcome

• 12% net profit increase and 40% shed capacity increase
• +2 more outcomes

Named customers5 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

Integration3 records

AI capability2 records

Feature8 records

Partnerships

Eight partnerships are on record, tiered major and core.

• BerryQuest International 2025majorStrategic or Co-development Partner · 19 March 2025FreshTrack attended BerryQuest International 2025 conference in Tasmania as industry participant, forming partnerships and collaborations with industry stakeholders. The event focused on efficiency, sustainability, and traceability in berry supply chain.
• AWS (Amazon Web Services)coreTechnology or Integration · 23 February 2024AWS is used as the cloud infrastructure provider for FreshTrack Cloud. FreshTrack's Terms of Service reference AWS Third Party Terms, indicating AWS hosts the FreshTrack software platform.
• XerocoreTechnology or Integration · 23 February 2024Xero integration referenced in FreshTrack's Third Party Terms, allowing accounting data synchronization with FreshTrack Cloud software.
• OdoocoreTechnology or Integration · 23 February 2024Odoo integration referenced in FreshTrack's Third Party Terms, providing ERP connectivity for FreshTrack Cloud users.
• IntercomcoreTechnology or Integration · 23 February 2024Intercom is used for customer messaging and support within FreshTrack Cloud. Referenced in FreshTrack's Third Party Terms.
• eWaycoreTechnology or Integration · 23 February 2024Payment processing integration for FreshTrack Cloud subscriptions. Referenced in Terms of Service Third Party Terms section.
• GoCardLesscoreTechnology or Integration · 23 February 2024Direct debit payment service for subscription fee collection. Direct Debit Service Agreement referenced in Terms of Service.
• Mountain Blue Grower Summit 2023majorGTM or Marketing Partner · 1 September 2023FreshTrack sponsored Mountain Blue Grower Summit 2023, an industry event bringing together leaders, suppliers, and growers. Opportunity for demonstrating innovations and forging collaborations.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• iFoodDS: Provides traceability, food safety, and supply chain software specifically for the fresh produce industry. Closely aligned with FreshTrack's core offering of end-to-end produce traceability from field to retailer.
• Conservis: Farm management software focused on row-crop operations with traceability and operational reporting. Comparable in delivering farm data management and decision support to mid-market growers.
• HarvestMark (Trimble): Specializes in traceability and quality insights for fresh produce, now part of Trimble's agriculture portfolio. Competes directly with FreshTrack's produce-level traceability and recall capabilities.
• FoodLogiQ (FSQ): Food safety and traceability SaaS platform covering supplier management, recall, and compliance across fresh and processed food categories. Closely comparable in compliance-driven traceability positioning.
• Agriwebb: Australian-headquartered farm management software for livestock and mixed farming operations. Comparable Australian AgTech SaaS with similar vertical specialization and direct-to-grower GTM.
• AgriDigital: Australian supply chain platform for grain and broader agriculture with provenance and traceability. Comparable as an Australian AgTech SaaS targeting supply chain transparency in agriculture.

Emerging players

• Cropin: Global agriculture intelligence platform offering farm data management, traceability, and predictive analytics. Comparable in farm data integration and decision support, though broader across geographies and crops.

Broad incumbents

• TraceLink: Large-scale supply chain traceability and serialization platform spanning life sciences and food. Comparable in traceability technology stack but operates at enterprise scale with much broader scope.
• TOMRA Food (incl. Compac): Global leader in sorting, grading, and packing equipment with integrated software for fresh produce packhouses. Competes with FreshTrack's packer solutions, particularly through the Compac brand, at greater scale.

Regional players

• AgWorld: Australian-founded farm management platform serving growers and agronomists with crop planning, records, and compliance. Comparable in Australian AgTech SaaS positioning with overlapping grower customer base.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/freshtracksystems
• LinkedInlinkedin.com/company/freshtracksystems
• TikToktiktok.com/freshtrack.com

Revenue estimate

Valuation estimate

Number of profiles

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 FreshTrack Systems