Fieldin brings smart farming to Australia

Fieldin’s real-time insights and detailed reporting are empowering farm operations across Australia to reduce costs, increase efficiency and improve sustainability.

The US-based Israeli agritech company installs sensors on machinery such as tractors, harvest shakers, crop sprayers and more. These sensors track, record and analyse various activities like spraying and harvesting. The data is fed into a platform that generates actionable insights, helping growers optimise their operations in real time and for future planning.

Fieldin’s expansion into Australia was a natural step. The country’s agricultural landscape and labour challenges closely mirror those in Israel and California, making it an ideal market for Fieldin’s innovative solutions. The company identified an opportunity to provide Australian agribusinesses with real-time insights to enhance the efficiency and sustainability of their operations, while also reducing operational expenditure and capital expenses.

Fieldin Australia & APAC is based in Mildura, Victoria, a central hub for Australia’s major crop-growing regions. The company also operates in key agricultural areas across the country, including the Goulburn Valley in Victoria, Griffith in the Riverina region of New South Wales, and Bundaberg in Queensland, which is home to the macadamia industry. Additionally, Fieldin has expanding activities in Tasmania and South Australia.

‘Australia is a key market for us,’ says Harry Goy, Fieldin’s Head of Grower Success and Business Development. ‘The demand for innovative technology here is undeniable. The market’s stability, security and focus on sustainability make it the perfect environment for growth. Expanding into Australia wasn’t just logical—it was essential.’ See more on Australia's Agritech sector.

Australian innovation feeds global operations

Australian growers are known for their willingness to explore new technology to overcome challenges. ‘Local growers are very driven to improve and see new technologies as a way to reach their peak performance,’ says Omri Rahamim, Fieldin’s Regional General Manager for Australia & APAC.

‘In an era of shrinking budgets and a large choice of agritech solutions, new entrants need a special value proposition to cut through the noise,’ says Goy. ‘Our clients are large-scale growers that want to see return on investment (ROI) as early as possible.’

Fieldin worked closely with early adopters in Australia to develop a comprehensive ROI road map. This tool leverages data collected from sensors to generate actionable insights, enabling growers to optimise their operations in real time. 

‘Clients can see how machinery is being used for key operational tasks such as spraying and harvesting,’ explains Goy. ‘With this data, they can make timely adjustments to improve efficiency. We also provide recommendations on infrastructure placement and equipment allocation to further streamline operations.’

These insights empower clients to enhance the sustainability of their farms by improving machinery management, reducing drive time, and optimising operational practices. This ultimately leads to increased efficiency and lower costs.

‘One of the great benefits of being part of a global company is the ability to replicate the innovative tools and strategies developed by our teams across different regions. We’re excited to take the tools and strategies created in Australia and bring them to other parts of the world, empowering growers globally with these proven solutions,’ says Rahamim.

How Austrade helped

Fieldin’s relationship with Austrade dates back to 2019. As a new entrant, Fieldin was keen to join the Australian agribusiness ecosystem. Austrade invited Fieldin to key events, including evokeAg, the largest agritech convention in the Asia-Pacific region, and events hosted by SVG Ventures | THRIVE, an investment, technology and advisory firm and an Austrade client. These events enabled Fieldin to meet prospective clients, partners and other stakeholders in the Australian agribusiness industry.

Austrade has also provided market insights on grower groups and regional fruit and nut crops, demonstrating the opportunity in Australia. In addition, Austrade shared information on Australia’s employment practices and regulations, which helped Fieldin build its Australian workforce. 

‘I personally believe public-private collaboration is essential to business success,’ says Rahamim. ‘Fieldin is now a well-established business in Australia, having operated here for over 5 years. 

‘Reflecting on our early days, it was reassuring to know there was a government body like Austrade supporting new companies by offering advice and information. Their guidance helped us navigate the Australian market and grow our presence in a sustainable manner.’

Success begins with good service 

Rahamim says adaptability is key to success in new markets. He advises agritech companies to find a key client in-market that is willing to act as a design partner and sounding board.

‘We were lucky to work with a couple of tier 1 corporates as early adopters, which helped us adjust our hardware to accommodate Australia’s unique challenges, like connectivity,’ he says. ‘These changes ensured our products were fit for Australian market characteristics.’

Fieldin also focused on providing exemplary service. ‘Boots on the ground were essential in the early days,’ says Goy. ‘Our technicians are available 24/7 to assist clients. Building a reputation for good service and genuine care for our growers’ success is critical.

‘The Australian agribusiness industry is well connected, and the growers all know each other,’ he adds. ‘Word-of-mouth is your best marketing tool. Ask early adopters to be your advocate. The early years were hard to gain growers’ trust. But when the product and service give real value, the sky’s the limit of what we can achieve to best fit our growers’ ever-changing needs.’

Rahamim adds: ‘If you are humble but confident and have faith in your product, and are hardworking and passionate, you will have a chance to gain the confidence of the market. You’ll be able to scale up sustainably while always trying to add more layers of value to your current clients and partners. This is where we are at right now.’

Regional expansion from Australia

Fieldin works with a large share of the Australian almond industry, in addition to other crops. It is looking to expand within current crops such as macadamias, walnuts, pistachios and citrus, as well as branching out to other crops, including olives, table grapes and vineyards.

‘There are plenty of opportunities in Australia,’ says Goy. ‘We are keen to support more growers to unlock their potential by increasing their efficiencies.’

Fieldin is also using Australia as a base for expansion. 

‘Australia is a great place for a regional headquarters,’ says Rahamim. ‘We will manage our expansion to New Zealand and South Africa from here. We will replicate the business model we used in Australia – and hopefully achieve the same level of trust and success in other markets. But Australia will always be the cornerstone of our APAC activity.’