27 January 2020

Agworld acquires all assets of Greenbook

After recently celebrating its 10 year anniversary and expanding into its 5th major market, Canada, Agworld is now excited to announce it has acquired all assets and ongoing affairs of Greenbook from Farm Journal. Greenbook, one of the USA’s most comprehensive ag data solutions providers, makes plant protection data easily accessible to farmers, researchers & consultants. Greenbook's database is used by industry associations, ag retailers and application developers to deliver precision ag services. Greenbook’s partners include the most recognized chemical plant protection manufacturers in the agriculture industry.

Agworld CEO Doug Fitch comments: “We have now positioned ourselves as THE independent data platform for the agricultural industry; combining the Agworld standardized data platform with the Greenbook standardized label database for the USA will form a key part of this strategy moving forward. The increasing global trend for growers and service providers to demonstrate that their farming practices are compliant with state, national and international standards is driving greater demand from our customers to streamline their compliance processes. By acquiring Greenbook, and therefore keeping the label database independently owned, we are in a solid position to soon start offering the functionality that our customer base, and many other ag retailers and agronomists, would like to see us offer.”

“It is no secret that Agworld has seen very rapid growth in 2019 due to a vast increase in demand from growers and their service providers to utilize their ag data on an independent platform that offers the functionality they need. 2020 ushers in a new phase of Agworld’s journey; we have transitioned from a start-up to a recognized and established agribusiness and strategic acquisitions will form part of our strategy moving forward, whenever they make sense for us and our clients. The agtech landscape is rapidly changing due to large agribusinesses buying agtech providers; we are bucking the trend by acquiring a business instead of being acquired. This in itself is a true testimony to how the market perceives Agworld and the direction we are headed as an organization, according to Mr Fitch.”

“Respected globally as a leader in farm management software, Agworld provides an ideal new home for Greenbook,” says Charlene Finck, President, Producer Media for Farm Journal. “We are proud of the platform we have built and believe Agworld will be a great steward of the brand. As a long-time customer, they understand first-hand the tremendous value Greenbook provides by converting product labels into actionable data.”

Greenbook’s staff will become part of the Agworld team in order to guarantee continuity and quality of the data and services provided by Greenbook as part of Agworld. Visitors to greenbook.net will still be able to find crop protection labels and other information, as is currently the case. Clients of the Greenbook database API will not experience any changes or disruptions to the services provided throughout or after the migration process. Terms of the acquisition are not disclosed.

About Agworld:

Agworld is an Australian company founded in 2009, with a North American headquarters in Colorado, and a global leader in collaborative farm management, enabling farmers, advisors and third parties to work together as one on a single platform. Agworld’s industry-leading standardized database makes it quick and easy to create accurate, reportable farm data. With over 100 million acres paid for and managed in Agworld across 5 countries, Agworld has the experience, capacity and market presence to support the delivery of innovation to farmers, agronomists and those that serve them.

About Farm Journal:

Farm Journal is the nation’s leading business information and media company serving the agricultural market. Started 143 years ago with the preeminent Farm Journal magazine, the company serves the row crop, livestock, produce and retail sectors through branded websites, eNewsletters and phone apps; business magazines; live events including conferences, seminars and tradeshows; nationally broadcasted television and radio programs; a mobile text marketing business; and an array of data-driven paid information products. Farm Journal also is the majority shareholder of the online equipment marketplace, Machinery Pete LLC. In 2010, Farm Journal established the non-profit, public charity Farm Journal Foundation dedicated to help sustain agriculture’s ability to meet the vital needs of a growing population through education and empowerment.

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