Our company’s mission is to enable growers to farm with pinpoint-accuracy and accelerate 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.

We are 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.

Founders

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Chief Executive Officer

Thomas
Houwers

Thomas holds a master’s degree in user-centered product design and has worked in the startup space since 2014. He focuses on developing concepts that strive for efficiency and sustainability while keeping the end user involved throughout the process. Thomas is also the office badminton champion.

Country of Origin: The Netherlands

Partner & Technical lead

Joey
Houtenbos

Joey is a certified Laravel developer with years of experience. He believes in looking at the bigger picture when it comes to software development. Joey is committed to creating integrated digital ecosystems with long-term benefits. He’s the proud dog dad to Mio, the office mascot.

Country of Origin: The Netherlands

Head of Platform

Koen
ter Velde

Koen has a master’s degree in management consulting and a bachelor’s degree in business administration. His extensive experience allows him to create user-centered digital experiences. He leads Farm21’s platform development and is the runner-up office badminton champion.

Country of Origin: The Netherlands

Chief Commercial Officer

Bas
Alderding

Bas has been in the software industry for over 15 years. With extensive experience as a product owner, product manager, CCO, and scrum master, he helps to turn concepts into efficient, tangible products. You’ll find him traveling to a remote part of the world when he is not working.

Country of Origin: The Netherlands

Our Team

Data Specialist

Jits
Riepma

Jits is a data specialist with a master’s in biosystems engineering. As a farmer himself, he has a thorough understanding of the needs of growers today.
He works closely with the team to develop a smart farming tool that will help to solve agricultural challenges.
He bakes delicious cinnamon rolls.

Country of Origin: The Netherlands

Frontend Developer

Tim
Janssen

Tim holds an industrial design engineering degree and a master’s degree in strategic product design.
He believes in developing software products that are easy to use and focused on seamless user experiences.
Tim’s DJ skills ensure that Farm21’s office parties are never dull.

Country of Origin: The Netherlands

Software Developer

Will
Thompson

Will worked in PR and marketing for technology startups for a decade before turning his attention to development.
His experience in both fields gives him a holistic understanding of customer needs.
He mastered the art of cheese toastie making since living in The Netherlands.

Country of Origin: UK

Industrial Design Engineer

Jeroen
van Dongen

Jeroen has a master’s degree in integrated product design. He’s been on board the Farm21 team since 2021, overseeing development and manufacturing. His goal is to create hardware solutions that solve real-life problems in an uncomplicated manner. His preferred mode of transport is a motorbike.

Country of Origin: The Netherlands

UX Designer

Kelly
Wright

Kelly is an expert in UX design and visual identity. With her extensive experience as a creative director, combined with an in-depth knowledge of design, she’s able to ensure a crystal clear, smooth user experience for Farm21’s clients. When she’s not working, she enjoys spending time with friends.

Country of Origin: France & UK

Growth Marketer

Dana
Gelerter

Dana has a background in digital communication and is pursuing her master’s in environmental studies. She has experience working for impact-driven startups and has a hands-on approach to marketing. She’s a keen plant enthusiast with a collection of interesting species.

Country of Origin: Israel

Backend Developer

Gerben
van Amstel

Gerben ran a design and web development agency in The UK for 10 years. He’s always interested in advancing computer-related technology. As a passionate self-educated developer and creative, Gerben brings a fresh approach. He is the office quiz master and entertainment specialist.

Country of Origin: UK

Front-End Developer

Andrada Craioveanu

Andrada holds a bachelor’s degree in IT from the Polytechnics University of Bucharest.
Her goal is to help to create a product offering that has a lasting impact on sustainability and is a key player in the Agtech industry.
She’s an animal lover and volunteers at a shelter in her free time.

Country of Origin: Romania

Office Manager

Marjolein
Schelfhout

Marjolein has a background in hospitality and brings her experience from various industries to create an easy-going, fun yet efficient office environment. Her organising, planning and administration skills ensure co-workers are aligned and can enjoy a pleasant atmosphere. She’s the office cheese platter expert.

Country of Origin: The Netherlands

Front-End Developer

Jano Janse
van Rensburg

Jano has a Higher National Diploma in Software Development and 7 years of experience working as a fullstack developer.
He aims to make the Farm21 app the global number one precision farming tool. Jano is a UFC enthusiast and enjoys watching it in his downtime.

Country of Origin: South Africa

Partnership Manager

Dewald
De Vos

Dewald did his postgraduate degree in economics at the University of Stellenbosch, after which he found his way into the startup space. He’s been working in Agtech for over 5 years, focusing on growth and expansion to international markets. Dewald is a keen outdoor and sports enthusiast.

Country of Origin: South Africa

Product Owner

Liesje
Osselaer

Liesje has a master’s degree in film & TV, as well as a master’s in general management. She’s worked in various industries and thoroughly understands how to bridge the gap between product and client to ensure the highest possible satisfaction rates. She’s the head of Farm21’s party committee.

Country of Origin: Belgium

Partnership Manager

Juan
Ignacio Rebori

Juan has a background in agricultural engineering and project management. He has hands-on experience in agro-technological development, project management, and strategic business planning. He is passionate about improving the efficiency of production systems through data-driven decisions.

Country of Origin: Argentina

Global Partnership Manager

Maximilian
Freier

Max holds a bachelor of science degree in management & technology.
He advised clients in global business consultancy firms for 3 years.
Max is interested in soil science and believes it’s our responsibility to steward it for the future.

Country of Origin: Germany

Sales Development Representative

Sara
Pereira

Sara worked in different SaaS startups as a sales inbound manager and has experience dealing with inbound leads, A/B testing campaigns and sales processes.
Sara aims to make an impact, contributing meaningfully. She has lived and worked all over the world, including in France and Japan.

Country of Origin: Portugal

Backend Developer

Ross
Alexander

Ross holds a bachelor of science degree in audio programming and has 8 years of experience managing a web development business in the Netherlands. With fullstack development experience, his focus is on a holistic integrated solution. Being the only American on the team, he knows how to make the best peanut butter sandwiches.

Country of Origin: United States