# The Fruitist Company

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/the-fruitist-company

- Industry: Agribusiness
- Headquarters: US
- Website: www.fruitist.com
- Total disclosed funding: $310M
- Latest round: Series F (Aug 1, 2024)
- Investors on record: 5

## About

Based in California, US, The Fruitist Company is a provider of innovative solutions for the agricultural sector, focusing on optimizing fruit production and distribution through advanced technologies and data analytics.Founded in 2012, Fruitist Company specializes in agricultural solutions. The company is headquartered in California, US, and is led by CEO Juan Machuca, while Steve Magami is noted as the founder The company was previously known as Agrovision and has transitioned its focus towards enhancing fruit production capabilities. In October 2025, Fruitist Company raised USD 150 million in venture funding led by  J.P. Morgan Asset Management with participation Aliment Capital..Fruitist, formerly known as Agrovision, specializes in providing innovative solutions to the agricultural sector with a focus on fruit production and distribution. The company's core offerings include advanced farming technologies, crop management software, and supply chain optimization tools designed to enhance the efficiency and productivity of fruit growers. By integrating smart farming techniques and data analytics, Fruitist aims to address critical challenges such as yield improvement, resource management, and market access. The products are designed for a diverse client base that includes large-scale commercial farmers, cooperatives, and agricultural enterprises across various geographical markets, including North America, Europe, and parts of Asia.Fruitist's revenue model is primarily based on a combination of subscription services and direct sales of its technological solutions to clients in the agricultural sector. Transactions typically occur through annual subscription agreements for access to their crop management software, which enables farmers to monitor and analyze their production processes effectively. Additionally, direct sales of their flagship products, which include specialized hardware and software packages, are made to agricultural businesses and cooperatives. Pricing structures may vary based on the scale of implementation and specific client needs, ensuring tailored solutions for diverse operational requirements. The revenue generated from these transactions reflects the company's commitment to enhancing the agricultural industry's productivity and sustainability through its innovative product offerings.In October 2025, Fruitist Company raised USD 150 mn in venture funding led by J.P. Morgan Asset Management to expand its retail platform and meet the growing demand for healthier snacking alternatives. The company plans to develop new agricultural technologies and enhance its existing product offerings, with specific focus on launching innovative tools designed for smart farming. Future expansion efforts will target markets in Europe and Asia by the end of 2026, allowing the company to broaden its reach and optimize its solutions for a wider client base.

## Funding rounds

- Series F, Aug 1, 2024, $100M — Aliment Capital
- Series D, May 10, 2022, $210M — Credit Suisse, Rabobank, ICBC International, Santander Bank

## Investors

- Credit Suisse (https://capitalatlas.ai/funds/credit-suisse) — Series D
- Rabobank — Series D
- ICBC International (https://capitalatlas.ai/funds/icbc-international) — Series D
- Santander Bank — Series D
- Aliment Capital (https://capitalatlas.ai/funds/aliment-capital) — Series F