Background & Company History
Q: Can you tell us about your transition from Tillable to Camo Ag?
A: Tillable was a farmland rental marketplace. While building that company, other agriculture companies started using our core software platform. Eventually, our software business supporting other ag companies grew bigger and faster than the Tillable business itself. So we pivoted, rebranded, and remade the company. Even in the early days, we invested heavily in the software and tech platform, and we’ve built on top of that foundation.
Q: How did land data become central to your platform?
A: In agriculture, everything comes back to the land (unless you’re a fish farmer). We started with understanding land ownership, and now for selling to agribusiness, we’re layering additional data on top of that foundation to help people selling things to farmers do a better job of targeting them.
Platform & Functionality
Q: Who is your target audience?
A: Our audience includes ag sales, manufacturers, retailers, and ag lenders—essentially folks who sell to farmers.
Q: What can customers do with Camo Ag?
A: We help sellers identify the best farmers to target. We started with ag lenders who sell money to farmers for buying farms, equipment, and financing operations. We bring in data on farmland mortgages, equipment financing, operating loans, crop history, USDA subsidy payments, trucking information, and livestock data. This helps create a complete view of a farmer’s operation. We help customers identify who they’re currently selling to, understand the size of those operations, and find new prospects they should be targeting.
Q: How does the platform integrate with existing systems?
A: We take existing customer information from their ERP or agronomic systems and match it with publicly available information we have on U.S. producers. This gives them a more complete view of their farmers’ operations. We can tell them if their internal assessment of a farmer’s size differs from what public data suggests, indicating potential opportunities. For producers they’re not selling to, we can identify the best prospects to target. We match data using shipping addresses, billing addresses, and geospatial information.
Q: Where does your data come from and how often is it updated?
A: All our data comes from publicly available sources. Update frequency depends on the data source—some data updates almost daily, some weekly or monthly. Much USDA data updates only once a year. For example, crop history and soil data update annually, but land transaction data comes in daily. It’s constantly changing depending on the data source frequency.
Market Trends & Use Cases
Q: What trends have you discovered helping customers?
A: We’re seeing two main trends:
- Professionalization of ag sales: Ag sales is a true profession with people spending decades in the field. Sales teams are investing more in tools for salespeople, providing real-time information about prior year sales and current year purchases so they’re well-prepared for each call.
- Resource allocation and territory planning: Ag density varies across the country. Companies are using Camo Ag to understand how many resources to allocate to each state/region, understand market share in different territories, and determine “share of wallet"—what percentage of a producer’s total spending they’re capturing, and what they’d need to do to earn more.
Q: Why is now the right time for Camo Ag?
A: There have been many failed attempts at bringing generic tools like Salesforce or generic ERP systems to ag sales teams. Those tools don’t understand agriculture because they weren’t built for it. Now, as ag sales professionalize, there’s a real need for agriculture-specific tools. Fundamentally, ag salespeople are always on the go in their trucks, so the platform needs to be map-centric. Camo Ag is a map-first platform that puts producers on the map to help salespeople figure out who to call on. Additionally, while everyone talks about data and AI for selling, it must come from deep agriculture knowledge—you can’t just use ChatGPT to get a list of farmers.
Partnerships
Q: What partnerships do you have?
A: While we typically don’t disclose customers, we work with top 5 ag retailers in the United States and some of the largest ag input manufacturers (seed and crop protection companies). We’ve been successful in the biological space and are now getting into farm equipment/machinery.
Personal Perspective & Future Outlook
Q: What gives you energy about Camo Ag?
A: There’s something to learn every day. The market is constantly evolving—producers change how they grow, farm economy conditions fluctuate. What excites me is understanding market changes through data and distilling that for salespeople so they can serve producers better. Agriculture is becoming more sophisticated, and the tools available are too. I learn something new about agriculture every day. I’m hopeful AI and data will become increasingly important, but farmers buy from people—salespeople won’t be replaced. If we help them deliver more value authentically, they have nothing to worry about.
Q: What will ag sales look like in the future?
A: More automation will help salespeople with heavy lifting—identifying who to sell or market to. We can now segment farmers and identify who might be nearing retirement. Tools should help salespeople be more productive with their time. We’re rolling out features where salespeople can take quick notes after calls instead of typing into a CRM they dislike, ensuring follow-ups happen. More automation in back-office work will eliminate tedium and make ag sales more enjoyable. It’s a profession and calling that can be very rewarding.
