My name is Martha Montoya, CEO of Agtools. I was raised as part of farming operations, where I saw firsthand the challenges that farmers face in terms of access to data, market information, and supply chain coordination. As I got older, I realized that these issues weren't just limitations for farmers, but also had a ripple effect throughout the entire food system.

I became determined to use technology to solve this problem and create a better future for farmers, distributors, retailers, and other supply chain stakeholders who impact their lives. At Agtools, we're creating a platform that provides real-time data and insights to help these stakeholders make informed decisions that improve efficiency, reduce waste, and promote sustainability.

Our company mission is deeply personal for me, as it aligns with my own values of improving the efficiency and resilience of global food systems. I believe that by offering the most flexible and groundbreaking software architecture, we can have a profound impact on the lives of farmers, consumers, and the planet.

At Agtools, our purpose goes beyond just providing data solutions - it's about improving the livelihoods of farmers and rural communities. By empowering supply chain stakeholders to make data-driven decisions, we’re aiming to create a more efficient, resilient, and equitable food system that benefits everyone.

Our brand strives to serve as a catalyst for positive change, not just in the agriculture industry, but globally. 

By reducing waste, improving efficiency, and promoting sustainability, we aim to contribute to a healthier planet and a more prosperous future for all.

Awards

• Award Winner - Microsoft ML/Artificial Intelligence
• 2nd place at The Ultimate AI Pitch by Amazon
• Winner Flywheel
• Winner San Diego Angel Conference
• Accenture Supply Chain Innovation Summit Award
• Nutrien/Radicle Inclusion Award
• Winner EuropeanOrange Decarbonization Competition
• Chloe Winner Women in Climate Tech
• Octane People's Award
• IICA Winner of Digital Agriculture Solutions for the Americas

Accelerators/Incubators

• Gener8tor Accelerator
• Insurtech Accelerator
• Plug and Play Incubator
• RevTech Accelerator
• Techstars Incubator

Featured

• First utility patent: Supply Chain Intelligence – Systems and Methods. Patent 122074-10001
• Patent application for Neural network to predict environmental impact on a specified crop application number 18/815,180
• Refed 2021
• Ranked #88 -2025 Annual global FoodTech500 competition as an innovative leader in AgFoodTech
• Foodbytes - Rabobank Top 10 Innovative in data transparency
• Proclamation Agtech Week in Champaign, Illinois
• Women in Produce - The Packer
• Pepperdine Most Fundable Company

As I reflect on my journey in the food supply chain and dealing from farmers to sophisticated buyers, I'm reminded of the countless hours I spent surrounded by teachers and students at my parents' schools and universities for adults. My family has always been dedicated to education, and I was fortunate to grow up with a unique perspective on learning. My parent’s approach to teaching was innovative and effective - they believed that learning should be fun, engaging, and relevant to real-life situations and the most effective way to learn is through storytelling, interactive experiences, and hands-on activities.

At Agtools, we're applying this passionate approach, educational and entertaining to make data more accessible and engaging for all users. We call it 'edu-entertaining,' because we believe that learning should be an enjoyable and immersive experience. That's why we've developed Yari, the bee that pollinates data across screens! With Yari, users are not just getting data - they're experiencing it, and gaining a deeper understanding of the food supply chain that can inform their business decisions.

Agtools is a special tool that collects data on fruits, vegetables, nuts, herbs, and plants (specialty crops) from all around the world - including the USA and 185 other countries. We collect data on over 450 different types of food, like strawberries, broccoli, lettuce, almonds, and roses. This helps us understand how these foods are grown, harvested, and shipped to stores.

Why do we collect this data?

The truth is, most of the food we eat contains these same ingredients. For example:

• Fresh tomatoes: sliced and served on sandwiches or in salads
• Processed sauces: made from crushed tomatoes and tomato puree
• Salsas: made with diced fresh tomatoes and spices
• Soups: made with cooked potatoes and vegetables
• Potatoes: french fries and potato chips

Why is this data important?

• When farmers and buyers don't have accurate data, they often make guesses about the market. If those guesses are wrong, the farm might not harvest as much produce, or none. This can lead to food shortages, waste, and we lose our farmers. Global farms may shrink by 50% by the end of 21st Century (University of Colorado) while we waste over 62,500 truckloads per day. But that's not all - the way we grow, harvest, and ship food also affects the environment. By understanding how our food systems work, we can make a positive impact on the planet.
• Specialty crops are a critical component of the overall US agriculture economy, accounting for 64.7 billion in farm gate value and 30 percent of farm cash receipts for crops.
• Expanding access and availability to safe, wholesome, healthy and affordable foods will encourage lifelong healthy eating habits, mental and physical well-being, and help address national priorities such as obesity, heart disease, and food and nutrition insecurity.

Revenue streams:

$10-$50 automatic report per user, per commodity, per month – any user

$499.00 per user, per commodity, per month for enterprise farmers

$10K-$35K per corporate account that could include several users, several commodities, different reports and in some cases data integration.

• BlueBook
  Agtools launches tariff calculator
  
• Yahoo! Finance
  Interview with Agtools
• Fruitnet
  Fruitnet and Agtools team up to provide top-class insight and analysis
  
• LinkedIn
  Transforming Agriculture: How AgTools is Changing the Game with Data Science
  
• Central Florida AG News
  UF Agriculture Economist Using AgTools to Give Growers an Edge
  
• The Washington Post
  Avocado prices could spike as U.S. suspends imports from Mexico

Our Agtools is rooted in eight primary areas:

1. Deep knowledge of the worldwide food market industry from the farming fields to the dinner table.
2. Long record in developing technology solutions in a worldwide scalable manner.
3. Extensive knowledge on worldwide government research - source, curate, audit.
4. Lead by famous agronomists with depth seed to post-harvest experience - matching all data verticals impacting crops.
5. Data Analytics worldwide food experience.
6. Deep mathematical and algorithms for the global agricultural industry.
7. Human behavior and research on adult education.
8. Compliance and intellectual property vast experience..

As we approach this conversation about supporting us at Agtools, I want to start by acknowledging a fundamental truth: farmers are at the heart of our food system. And we know 95% of farms are family owned in the United States and 75% worldwide.

The decisions made by those who control the flow of commodities through our supply chain have a disproportionate impact on the livelihoods of families who work tirelessly on the land. And it's not just about the farmers themselves – it's also about the future generations that will inherit the choices we make today.

We're seeing a new wave of leaders emerge, people who care deeply about the well-being of our planet and its inhabitants. These are often young professionals who are driving change in their industries as buyers, valuing transparency, sustainability, and social responsibility for their own future.

At Agtools, we've come to realize that this shift in values requires a fundamental transformation of how we do business. We need to empower farmers with market data-driven insights that support their decisions, while also educating and engaging with our buyers as stakeholders.

That's why we're creating the 'sandwich effect' – empowering one side (farmers) while educating and engaging the other (buyers). This is a bold strategy, but it's also a necessary one.

As someone who's grown up hearing about the struggles of family farmers from my grandfather, I know firsthand about the importance of this work. My uncles and father left farming because they saw no stability or future – a heartbreaking reality that many families face today.

But we're not just talking about reversing historical trends – we're also working to create a better future. We're focusing on the most critical commodities – fruits, vegetables, nuts, herbs, and plants – which are essential for human well-being.

By working with us at Agtools, you'll be joining a movement that's dedicated to creating a more sustainable, equitable, and resilient food system. You'll be supporting farmers who are passionate about their craft and committed to making a positive impact on the planet. And you'll be contributing to a future where our food system is a force for good – not just for people, but for the planet itself.