Kubota Announces Investment in U.S.-based AgTech Startup

May 19, 2022

Kubota Corporation has invested in Parcel THRIVE, Inc. (hereinafter “Parcel”), a U.S. startup company.

Parcel, the Silicon Valley headquartered startup provides a collaboration platform to offer a wide range of products and services in one place throughout the production value chain of mainly fruits, vegetables and nuts from the procurement of equipment, machineries, seeds, fertilizers, and other necessities to the planning and management of farming, the quality evaluation, and hauling after harvesting crops.

As a Co-Founder of Parcel, John Hartnett will also serve as Executive Chairman. John is currently Founder and CEO of SVG Ventures|THRIVE where Kubota is a current Corporate Partner. Parcel will leverage THRIVE’s existing ecosystem and extensive network within the AgriTech sector to promote alliances with various growers, startup companies and other industry players.

Through this investment, Kubota will strengthen its alliance with Parcel and accelerate the development of a platform that can realize greater efficiency and optimization in the production value chain for fruits, vegetables, nuts and other specialty crops.

Source : Farm Equipment

Video: Evolution of Beef Cattle Farming

The Clear Conversations podcast took to the road for a special episode recorded in Nashville during CattleCon, bringing listeners straight into the heart of the cattle industry. Host Tracy Sellers welcomed rancher Steve Wooten of Beatty Canyon Ranch in Colorado for a wide-ranging discussion that blended family history and sustainability, particularly as it relates to the future of beef production.

Sustainability emerged as a central theme of the conversation, a word that Wooten acknowledges can mean very different things depending on who you ask. For him, sustainability starts with the soil. Healthy soil produces healthy grass, which supports efficient cattle capable of producing year after year with minimal external inputs. It’s an approach that equally considers vegetation, animal efficiency, and long-term profitability.

That philosophy aligned naturally with Wooten’s involvement in the U.S. Roundtable for Sustainable Beef, where he served as a representative for the Colorado Cattlemen’s Association. The roundtable brings together the entire beef supply chain—from producers to retailers—along with universities, NGOs, and allied industries. Its goal is not regulation, Wooten emphasized, but collaboration, shared learning, and continuous improvement.