About Us


Map of Ag was founded by New Zealand farmer Forbes Elworthy as a spin-out from his agri portfolio investment business to meet a growing need for data-driven insights into farm performance.

Incorporated in 2015, we have since acquired a number of businesses (The Evidence Group and Precision Decisions in 2018 and Rezare Systems in 2020) and in 2022 we divested our market research division (National Farm Research Unit/Map of Ag Analytics Ltd).

Today we number around 80 people in the UK and NZ.


Our focus is on creating the leading data permissioning platform so farms and industry can find, access, interoperate, re-use and above all control how and where their data is used. The platform will underpin an ecosystem of innovative data-driven solutions – proprietary and many more third-party – that drive productivity, efficiency, transparency and Net Zero. 


By 2050 there will be nearly 10 billion of us needing to be fed. But that food can no longer come at the expense of the planet. Our belief is that data is one of the keys to unlocking sustainable food production.

Our vision – to be the most trusted global data platform connecting farms and industry – is focused on making reliable, trusted and permissioned data available today for a better tomorrow.