FieldIn

Market position

Fieldin has described itself as the largest smart farm operations management company in the US and the world's largest for high-value crops, reporting in 2021 that its platform was used on five of the ten largest farms in California, covered about 20% of global almond production and roughly 30% of US lettuce crops. It cites the largest data set on high-value crops built since 2013 and industry-specific benchmarks as points of distinction. The specialty crop market it addresses was cited as on track to reach an estimated $1.7 trillion in value by 2027 per StrategyR research.

The company emphasizes that its sensors work on growers' existing equipment regardless of manufacturer, type or age, avoiding fleet replacement; an open platform that consolidates data from current and future machinery; a decade-plus dataset on high-value crops enabling benchmarking; an included hardware service model; a team drawn from farming with a dedicated grower success function; and the addition of autonomous execution in the same platform used for management data.

Technology

The solution combines three elements: a cloud platform serving as centralized operational command with dashboards, benchmarks and mobile access; smart sensors retrofitted to any make, type or vintage of machinery that report location, speed, working pace, utilization and activation signals (PTO, electric valves), identify pulled implements via tags, and optionally identify operators; and local expert support. The AgOS layer applied machine learning and AI to generate recommendations across planning and execution. Midnight Robotics contributed LiDAR perception, computer vision and AI in a retrofit kit enabling autonomous tractor operation, with onboarding described as taking under a day. Fieldin describes an open platform designed to integrate equipment from any manufacturer and states its dataset includes over 49 million hours of tractor driving.

Go-to-market

Fieldin sells directly to grower operations, using demo requests on its website, case studies and testimonials from named farming customers, and events and resource content; deployment is supported by local experts who plan sensor rollouts, establish baselines within two to three weeks and review plans quarterly or semi-annually.

High-value and permanent crop growers and farm management companies — orchards, vineyards and specialty crop operations — typically medium to large farms of 1,000 acres or more. Named customers include Olam, Taylor Farms, California Olive Ranch, Del Mar Farms, Ranch Management Company, Vineyard Professional Services (VPS), Agricare, Columbia Farm Services, Zirkle Fruit Company, Viticultural Management Inc. and Palla AG Services.

Geography

Headquartered in California with a main office in Fresno; additional offices in Tel Aviv-Yafo and Yokneam-Illit, Israel, and Mildura, Victoria, Australia. Earlier reporting also cited a San Jose, California base and an R&D center in Yoqneam. The company was founded in Haifa, Israel and serves customers in the US, Australia/APAC and globally.

History

Founded in Haifa in 2013, Fieldin expanded to the United States and Australia, establishing bases in Fresno and San Jose, California, an R&D center in Yoqneam (Yokneam-Illit), Israel, and an office in Mildura, Victoria. In September 2021 it closed a $30 million Series B led by Fortissimo Capital, bringing total funding to $55 million, and in November 2021 acquired Israeli agricultural autonomy startup Midnight Robotics, whose founders Yonatan Horovitz and Edo Reshef became Chief Autonomy Officer and Chief Technology Officer and Fieldin co-founders. By that point the company said it had digitized hundreds of farms and more than 10,000 tractors and pieces of equipment over eight years. The current leadership listing shows Iftach Birger as CEO and co-founder, Edo Reshef as CTO and co-founder, Richard Klapholz as chairman, Omer Goldstein as CFO, Oz Ben-David as CBO and Omri Rahamim as GM for Australia and APAC.

Risks & controversies

Fieldin's addressable market is concentrated in specialty and permanent crops, and its customers face labor scarcity, water shortages, regulatory pressure, pests, weather variability and fuel costs — the same constraints the company's executives cite as demand drivers. Management has also cautioned publicly that agricultural autonomy will take years to mature rather than delivering immediate solutions. AgFunderNews, a source of coverage on the company, discloses that its parent AgFunder is an investor in Fieldin.