Fermata

This article details Fermata, a plant monitoring software company based in Israel. The interview is with Valeria Kogan, CEO and founder of Fermata.

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What is Fermata all about?

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Fermata originated from a vision to transform agriculture using advanced technology. We developed a platform for farmers based on computer vision to improve their operational efficiency and contribute to sustainable crop production.

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Our system uses security cameras to continuously monitor crops, allowing our AI to analyze images and detect issues ranging from pest infestations to water shortages. This technology not only helps in early problem detection but also assists in preventing potential crop losses, guiding farmers towards more informed decision-making.

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What are some of the main problems that Fermata detects?

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Our system is designed to identify a variety of agricultural challenges, particularly pest infestations and diseases like thrips, spider mites, white flies, and powdery mildew. We cover approximately 25 critical issues but are capable of expanding our detection list based on farmer requests. This flexibility in our technology allows us to continuously evolve and adapt to new agricultural challenges, ensuring that we stay at the forefront of crop protection and management.

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What are the current challenges Fermata faces in the market?

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As a startup, Fermata's challenge lies in integrating cutting-edge technology into a traditionally conservative agriculture sector. We respect the established practices of farmers and strive to complement them with our seamless technological solutions. Our agnostic approach to crops and hardware makes our technology versatile and easily adaptable to various farming operations. This strategy not only helps in overcoming resistance to new technologies but also positions us as an innovative yet respectful partner in the agricultural industry.

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Can you provide details about Fermata's business metrics?

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Fermata has diversified its customer base to include both direct sales to farmers and partnerships with larger corporations for technology integration. With about a dozen direct sales clients and partnerships with significant players in the industry, our reach extends to various crops and regions. Our pricing model, primarily subscription-based, is designed to be cost-effective, aligning with our goal to make advanced agricultural technology accessible to a wider range of farmers and agribusinesses.

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What are some unique aspects of Fermata's model or technology?

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Fermata's technology stands out due to its broad application beyond traditional pest and disease monitoring. We're exploring advanced areas like pollination and overall crop health monitoring. Our software’s adaptability for integration into different systems showcases our commitment to providing versatile solutions. We emphasize the development of technology that enhances the existing agricultural practices, rather than replacing them, thus ensuring a smoother transition for farmers into the digital age of farming.

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What lessons have you learned since starting Fermata?

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One of the key lessons at Fermata has been the importance of listening to and learning from our early adopters in the agricultural industry. Their feedback has been invaluable in shaping our products and services. Additionally, maintaining agility and adaptability in our business approach has been crucial. We've learned to balance innovation with practicality, ensuring that our solutions not only address current agricultural challenges but are also scalable and sustainable in the long term.

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Could you share the origin story of Fermata?

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My journey from a background in math and AI in biotech and medtech to agriculture was driven by a fascination with the potential of AI in this field. The idea for Fermata sparked during a visit to a greenhouse, where the similarities between medical imaging analysis and agricultural challenges became apparent. This led to the creation of Fermata, a venture that blends cross-industry insights with agricultural needs, aiming to revolutionize farming practices with technology-driven solutions.

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Where can people learn more about Fermata?

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Those interested in learning more about Fermata can visit our website.

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