Enabling growers to farm with pinpoint-accuracy, accelerating the transition to sustainable agriculture that must feed the world.

A bit about us…

Passionate about the positive impact tech can have in creating sustainable worldwide crop production, we’re an unusual mix of agricultural data analysts, software veterans, industrial hardware designers and market specialists: working together with one common goal …

... to give farmers access to affordable, accurate reporting in one digital platform, informed by cost-effective sensors in the fields. Enabling better decisions informed by meaningful real-time insights.

Combining our extensive knowledge of

hardware, software and agriculture

We work closely with growers and their advisors, listening to feedback, hearing what information is of most value to them, their challenges; lack of connectivity, cumbersome platforms and tricky to interpret data.


We used all these insights to develop an easy-to-use platform and super simple-to-interpret data.


Chief Executive Officer

Thomas Houwers

Country of Origin:

The Netherlands

Thomas holds a master's degree in User-Centered Product Design and has experience with startups in developing countries.

Partner & Technical lead

Joey Houtenbos

Country of Origin:

The Netherlands

Having years of programming experience in Laravel and certification as a Laravel developer. Experienced in setting up Infrastructure as Code with Terraform.

Head of platform

Koen ter Velde

Country of Origin:

The Netherlands

Master's degree in Management Consulting and Bachelor's degree in Business Administration. Extensive entrepreneurial IT experience.

Chief Commercial Officer

Bas Alderding

Country of Origin:

The Netherlands

Developed smart software that helped more than 50.000 people improve their work quality and customer service. Extensive experience as a product owner, product manager, CCO, and scrum master.

Our Team

Data Specialist

Jits Riepma

Country of Origin:

The Netherlands

He has a background in arable farming and is still a part-time farmer. Agrotechnologist with a master's in Biosystems Engineering focusing on-farm technology. Performed research in precision agriculture for one year.

Frontend Developer

Tim Janssen

Country of Origin:

The Netherlands

Holds an Industrial Design Engineering degree and a master's degree in Strategic Product Design. Worked for 5 years in start-up environments developing software products.

Sofware Developer

Will Thompson

Country of Origin:


Before working in software development, he spent a decade working in marketing and PR at technology startups.

Industrial Design Engineer

Jeroen van Dongen

Country of Origin:

The Netherlands

Holds a master's degree in Integrated Product Design. Responsible for product development and manufacturing

 UX Designer

Kelly Wright

Country of Origin:

France & England

Expert in UX Design, Visual Identity, and Layout & Print. In the last decade, she has founded two businesses; a Creative Studio in the UK and an International Academy for Extended Reality.

Growth Marketer

Dana Gelerter

Country of Origin:


She has experience working at impact-driven startups and is pursuing her master's degree in environmental studies. As a marketer, she has worked in digital marketing, community management, and product marketing.

Backend Developer

Gerben van Amstel

Country of Origin:

The Netherlands

10 years of experience managing a graphic design and web development agency in the UK.

Front-End Developer

Andrada Craioveanu

Country of Origin:


She holds a bachelor's degree in IT and Computer Science and she worked at international companies in the IT & services sector. She possesses experience in front-end development, project management, and team leadership.

Office Manager

Marjolein Schelfhout

Country of Origin:

The Netherlands

She has an academic background in hospitality and office management. In her thesis, she examined internal communication in a sustainable water bottle company.

User Researcher

Jimmy Esser

Country of Origin:

The Netherlands

MSc. Strategic Product Design, TU Delft. He has a passion for realizing products that really add value for the end-user. Has 3+ years of experience in software development in the horticultural sector.

Partnership Manager

Dewald De Vos

Country of Origin:

South Africa

He has worked in the Agri-tech space for the past four years, focusing on growth (P&L) and expansion and he holds a postgraduate degree in Economics from the Stellenbosch Business School. 

Product owner

Liesje Osselaer

Country of Origin:


Has a master's in Film & TV, Master's in General management. Experience in supply chain and product.

Our Mission

To use technology to create a world where arable farming is executed in an efficient and sustainable way.


Farm21 was a project under the wing of software agency 7Lab


Farm21 started as a separate business


Launched our FS11 LoRa sensor


Sold over 4500 sensors


Secured 1.3 million investment from two farming cooperatives to grow the business and team

Growers, crop advisors and researchers love us

FREE Ultimate Guide to Precision Farming