By Ag Retail; For Ag Retail: Why FieldReveal’s Ownership Makes All the Difference
By Greg Duhachek | January 2026
The ever-evolving ag tech industry has driven countless innovations. There has also been a shift in how ag tech companies operate, with more companies being acquired by venture capital and private equity firms. This move often results in a company-wide shift in priorities from being customer-centric to a return-driven approach. The changing focus can lead to cost-cutting, reorganizing, and reduced support. The people who rely on these tools every day, including agronomists, growers, and ag retailers, often feel caught in the middle.
FieldReveal takes a different approach. We are By Ag Retail, For Ag Retail, and that ownership shapes every decision we make, allowing us to be centered around our customers and their work.
Grounded in Ag Retail, Guided by Real-World Experience
With stable ag retail ownership, we’ve realized that what matters most to our customers is having a team that truly understands their work.
“They’re able to call people that still have a tie to what they’re doing for a living because it’swhat we’re doing for a living. That really makes a difference for our customers,” Greg Duhachek, CEO of FieldReveal, explained.
Being owned by ag retail means our decisions are grounded in real-world experience. That real-world connection shows up in every customer interaction.
As Greg Duhachek explains, “I’m a farm kid from eastern Nebraska, and the work we do is really near and dear to my heart. A lot of us either grew up on a farm, spent time in ag retail, or have worked in ag tech our whole careers. We’re deeply connected to both the farmer and the retailer, and we care about providing tools and information that make everyone more profitable.”
How Ownership Translates into Customer Value
Our ownership philosophy shapes every interaction with customers and every product decision we make. Because we’re aligned with the people who use our tools every day, our priorities are clear: solutions that create value for agronomists, growers, and retailers.
Instead of chasing trends or adding features for show, FieldReveal focuses on solving real-world problems that matter during the most critical times of the year. Agriculture isn’t a traditional 9-to-5 industry. Roughly 80% of the work happens in just 12 weeks, and those weeks are intense.
“We’ve spent years in ag retail and ag technology, and we know what it takes to keep up with the seasonality and demands of the industry,” Greg Duhachek explains. “Our deep ties to agriculture keep us aligned with our customers’ needs, and we aren’t afraid to put in the work alongside them.”
Standing Strong Amid Industry Consolidation
As the ag tech industry consolidates, many companies have been sold multiple times, losing touch with the farms and retailers they serve. Greg Duhachek has seen firsthand how these changes affect customers and the industry.
“We’ve seen over the past decade, ag tech has been going through massive consolidation, being scooped up by venture capital and private equity, with many key ag tech companies going to two primary VC buyers. This consolidation activity in any vertical market takes away competition, but in agriculture, it removes the connection to family farms and ag retail, leaving customers underserved and their businesses vulnerable to poor support and decreased investment in the technology products that are key to their businesses,” explains Greg. “Within the FieldRevealfamily of companies, we have the long term in mind and invest appropriately to ensure we are here for decades to come, serving our customers.”
By maintaining ag retail ownership, we focus on developing technology that truly fits how agronomists and growers work. We integrate with tools across our sister companies and strengthen our capabilities without relying on outside investors.
A Team That Lives and Breathes Agriculture
Greg sums up our team’s connection to agriculture: “We’re just a group of people that have a connection to both the farmer and the ag retail side of the business. We spent years in ag retail and ag technology, and we really care about this vertical we’re serving. We want to give them tools and information that make everybody more profitable.”
This perspective ensures we do more than provide technology; we deliver solutions that make work easier, more productive, and more profitable.
By Ag Retail, For Ag Retail — A Promise, Not a Tagline
At FieldReveal, our commitment to By Ag Retail, For Ag Retail is more than a tagline. It drives the way we invest in technology, support our customers, and build lasting relationships.
With over 200 combined years of ag retail ownership across our family of companies, we provide stability, independence, and a clear focus on customer success. In a landscape where many venture-backed companies prioritize quick returns over meaningful support, FieldRevealtakes a different path. We deliver reliable tools, consistent service, and long-term partnerships. By keeping the needs of ag retailers and growers at the center of every decision, we ensure our customers have the support, resources, and solutions they need to thrive now and in the yearsahead.
