What does a farmer buy in a bad year?
When crop prices fall, upfront costs and unproven returns stall purchases. The eight reasons farmers delay buying farm tech.
Full answer in the deck
LAST UPDATED: October 3, 2026
Get the latest reality check on AgriTech
AgriTech sells to farmers who decide once a year, on thin margins, with a long memory. Dealers still control financing and service, and the tools that last are the ones an agronomist already recommends. Plenty of people have lost money reading it wrong. You don't have to. This deck has just been updated, and it will give you every answer you need.
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What's included in this report
Whether you want to invest in AgriTech or build in it, these twelve sections have you covered. You will get the full picture here.
- Market definitionWhat is this market about?AgriTech covers machines, software an agronomist uses, new inputs, and tools for moving the crop afterwards. We start from a clear definition, so you know exactly what we are counting.
- Market opportunityWhere are the opportunities?Subsidies, dealer networks and published trial results decide far more here than any product launch. We collected the latest signals and show you what is hot right now, and what is not anymore.
- Market sizeHow big is it really?Most figures here convert the value of global food production into a software market. We run our own first-principles analysis and show you the calculation, so you can trust the result.
- Pain pointsWhat are the problems to fix?An agronomist's word carries more weight than any demo, and the dealer owns the relationship anyway. We show you where the frustrations are, who has them, and where value can actually be created.
- Tech & infraWhat's the latest tech?Autonomous machines, imaging from the air, variable application, biologicals: results differ field by field. We show you where things stand today, what is still being built, and what comes next.
- Value creationWhich business models work?Some sell equipment, some charge per hectare, and some make their money on the inputs themselves. We show you the business models that work today, and where the money is really made.
- Market challengesWhat are the blockers?Farm income swings, connectivity is poor in the field, and the dealer decides what gets sold. We show you what is still unsolved, what is already settled, and how much each could slow this market down.
- Growth driversWhat are the growth drivers?Not enough people to do the work is the stock answer, and it skips how a farm actually buys. We show you what could make this market explode, and what is still missing to get there.
- Investor betsWhat do investors bet on?The 2022 correction took out a lot of pitches here, and nobody has gone back to them since. We show you what investors love right now, and what they will not look at anymore.
- Top playersWho are the startups?You know John Deere and Bayer. The companies agronomists actually recommend are much less visible. We show you the hottest startups, including the ones under the radar, on clear market maps.
- Startup killersWhat kills startups?Hardware with no dealer behind it, subscriptions dropped after harvest, and everything riding on one crop. We show you the patterns behind the failures, so you know what to watch for if you build or invest.
- Startup strategiesHow to win this market?A few companies get renewed season after season, which on a farm is very hard to do. We show you what the winners did differently, so you know what to reproduce.
Some of the questions we answer inside
Six questions, picked from 194+ slides.
Why does the dealer network decide?
Dealers own the farmer relationship and the repairs, so startups need them to sell. Where dealers, makers and farmers pull apart.
Full answer in the deck
Who actually owns the field data?
Over a million connected machines send field data to one tractor maker. Why that data decides who sells the next tool.
Full answer in the deck
Does doubling in nine months mean anything?
Halter's GPS collars let ranchers move cattle from a phone, and its value doubled to $2B in nine months.
Full answer in the deck
Can a collar maker beat a listed one?
Halter overtook Lindsay, the listed irrigation and precision farming maker, in nine months on two rounds.
Full answer in the deck
Who is paying attention to AgriTech now?
After the vertical farming crash, searches for indoor farming climbed back to levels last seen before it.
Full answer in the deckWhy we built this deck
Agritech sells to customers who make most of their buying decisions once a year, work on thin margins and remember what went wrong. A tool that fails during harvest rarely gets a second season, and farmers talk to their neighbors.
The early bet was that farmers would buy new hardware and software directly from startups. Many did not. Equipment dealers, co-ops and agronomists still sit between the farm and the vendor, and the tools that last are usually the ones those advisers already recommend.
If you’re building or investing in agritech, you need to know which products farmers keep after a bad year, how equipment makers use autonomy to hold on to customers, and where subsidies and carbon programs actually pay. We built this deck to give you that picture quickly, without making you piece together dealer economics. And because this market moves with every season, we’ll send you the updated version every quarter.
Save hours of messy research
Weeks of reading, cross-checking and dead ends, already done. Here is what you can check for yourself on every page.
- One view instead of fifty tabsDozens of reports, filings and announcements compressed into a page you read in seconds
- The method is written downHow each number was built is explained on the slide, not hidden in a footnote
- Updated every single quarterNew rounds, new clearances, figures rechecked, and the date printed on the cover
- Our sources and databases are yoursLinks to every source we used, and to the databases behind them, so you can dig yourself
Questions?
What exactly do I get?
A 194+ slide PDF, downloadable right after checkout.
Who is this report for?
Founders, investors, operators and strategists who need a clear view of the market before they build, invest, partner or reposition.
What is your market definition?
Technology sold into farming: equipment technology and autonomy, agronomy software and imaging, precision application, biologicals and supply chain tools for growers. Food brands, downstream processing and pure commodity trading are out.
Do you have funding data?
Yes, we have tracked every single deal, with all the available data: date, company, what it does, category, stage, deal size, HQ country and region, lead and strategic investors, founding year, etc. Email us and we'll send it to you.
Do you have startup data?
Yes, we rank every company we follow, with revenue, valuation and multiple numbers, plus category and segment, so you can sort and compare instead of reading a list. Email us and we'll send it to you.
Can I get future updates?
Yes. We update every deck each quarter. With the complete deck, just send us an email and we'll send you the next update, along with the latest version of both databases.
Can I get a company invoice?
Yes. Add your company name at checkout, or email us and we'll send one.
Any guarantee?
If the deck doesn't hold up to what this page shows, tell us and we'll refund you. No forms.
Is this a one-time payment?
Yes, both options are a single payment. Nothing renews, nothing is charged again, and there is nothing to cancel.
Can I get a discount?
Yes. Use NEWMARKET for 20% off two reports, or NEWMARKETMAX for 30% off five or more. The codes work on any mix of markets.
Still have a question?
Email team@newmarketpitch.com and we reply within 24 hours.
Get the AgriTech market report
Most of what you read about this market is off. A product that fails once at harvest rarely gets a second season. Here, you'll get the real numbers and the clarity to act on them.
A snapshot of today
The essentials
6 of the 12 sections — Updated 6 days ago
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Updated 6 days ago
- Market definition
- Market opportunity
- Market size
- Pain points
- Tech & infra
- Value creation
- Market challenges
- Growth drivers
- Investor bets
- Top players
- Startup killers
- Startup strategies
The full picture
The complete deck
All 12 sections — Updated 6 days ago
$99one-time
Updated 6 days ago
- Market definition
- Market opportunity
- Market size
- Pain points
- Tech & infra
- Value creation
- Market challenges
- Growth drivers
- Investor bets
- Top players
- Startup killers
- Startup strategies
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