Source.ag

High-Level Overview

Source.ag is an Amsterdam-based technology company specializing in AI-driven software for controlled environment agriculture (CEA), particularly greenhouses growing tomatoes, bell peppers, and cucumbers.[1][2][4] It builds an integrated platform that centralizes data from sensors, simulates plant behavior, and provides tools like yield forecasting, automated irrigation, and cultivation management to optimize resource use, boost yields, and reduce risks for fruit and vegetable growers worldwide.[1][2][3][5] Serving over 300 greenhouses across 2,500 hectares in 18 countries—supplying produce for an estimated 40 million people daily—Source.ag solves key challenges in CEA, such as labor shortages, climate variability, and scalability, enabling efficient, climate-resilient farming within planetary boundaries.[4][5] The company has shown strong growth momentum, raising $27M in Series A (2023) and $17.5M in Series B (November 2025, total funding >$60M), expanding into North America, and launching products like Source Harvest Forecast and Plant Balance metrics.[2][4][5]

Origin Story

Source.ag was founded in 2020 in Amsterdam, Netherlands, by Rien Kamman (CEO) and Ernst van Bruggen (CCO, listed as CPO in some sources), who combined expertise in technology, plant science, and data analytics.[1][2][4][5][7] The idea emerged from recognizing CEA's potential to address global food production needs amid climate change, water scarcity, and a shortage of experienced growers, while partnering closely with leading growers to digitize on-the-ground knowledge into AI tools.[1][3][4] Early traction came quickly: the Source Plant App launched in August 2022 for tomatoes, followed by expansions to peppers (2023) and cucumbers (2023), with Series A funding of $27M in January 2023 fueling growth.[2] Pivotal moments include covering 1,400+ hectares by March 2024, North American expansion in June 2024, and recent 2025 launches like Source Cultivation Management and a $17.5M Series B led by Astanor Ventures, with participation from Enza Zaden and Harvest House.[2][4][5]

Core Differentiators

Source.ag stands out in the agtech space through its focus on applied AI tailored for CEA, blending digitalization, plant science, and grower collaboration. Key strengths include:

• Integrated AI Co-Pilot Platform: Centralizes data from multiple sensors via Source APIs, simulates millions of data points for precise crop predictions, autonomous irrigation, and harvest forecasting—deployed across 2,500 hectares for measurable yield and efficiency gains.[1][2][4][5]
• Grower-Centric Development: Built in partnership with top growers, cooperatives (e.g., Harvest House), seed companies (e.g., Enza Zaden), and hardware providers, incorporating real-world insights for scalable solutions covering tomatoes, peppers, and cucumbers.[2][4][6]
• Rapid Product Evolution and Scalability: Frequent launches (e.g., Source Irrigation Control in 2024, Harvest Forecast in 2025) with features like Plant Balance metrics; supports expansion from startups to large operations while minimizing environmental impact.[2][5]
• Proven Track Record: Powers greenhouses in 18 countries, feeding 40M people daily; backed by >$60M funding and testimonials from growers on risk reduction and optimization.[4][5][6]

Role in the Broader Tech Landscape

Source.ag rides the CEA and agtech wave, addressing urgent global needs: feeding 9.7B people by 2050 amid climate-driven yield drops, 70% of freshwater used in agriculture, and diet access gaps affecting billions.[3] Timing is ideal as economic pressures and land/water constraints favor controlled greenhouses over open fields, but human expertise shortages limit scaling—Source.ag's AI codifies this knowledge as an accessible "co-pilot."[3][4][5] Market forces like rising fresh produce demand and AI maturation work in its favor, with deployments already influencing supply chains in Europe and North America.[2][4] By partnering across the ecosystem (growers, breeders, co-ops), it democratizes high-efficiency farming, accelerates CEA adoption, and pushes sustainable food production toward planetary boundaries.[1][3]

Quick Take & Future Outlook

Source.ag is poised for global dominance in CEA AI, leveraging its $60M+ war chest to expand product suites, deepen partnerships, and scale beyond 2,500 hectares into new crops and regions.[4][5] Trends like applied AI integration, autonomous ag systems, and climate-resilient supply chains will propel it, potentially automating more of the value chain from forecasting to harvest. Its influence may evolve from niche greenhouse optimizer to ecosystem standard-setter, sustainably boosting fresh produce access worldwide—echoing its founding mission to empower growers against tomorrow's food challenges.[2][3][5]