Five selected businesses had the opportunity to pitch their technology in person for five minutes to AdvanceAg’s conference audience in the Macro Meats Pitch to Farmers session.

Audience voting will determined the winning pitch, which will be announced at the conference.

2021 finalists announced

Start-up and established businesses from around Australia applied for Macro Meats Pitch to Farmers in July 2021. Applications for genuinely innovative technology solutions that would solve real world industry challenges faced by farmers were submitted.

Judges selected five finalist businesses to pitch their product at AdvanceAg on 18 October 2021.

The 5 businesses and their products were:

Bio Optics Australia Pty Ltd

Woven Optics

Woven Optics – real-time and reliable wool micron testing in your hands.

We are developing a cost-effective hand-held device that will measure wool diameter (micron) in real-time. This device is a combination of specialised optics hardware with AI driven software that fits into a sturdy hand-held unit and can be used anywhere on or off the farm. This will enable wool growers to assess wool quality on the sheep’s back on the field.

Bitwise Agronomy

Bitwise Agronomy

GreenView is an AI platform that analyses video footage taken by growers.

Growers can attach a GoPro camera to capture side-on, plant-by-plant imagery, while performing other tasks in the field such as mulching or spraying. GreenView analyses the video, counts and measures parameters and growth stages of the crop, and generates tailored insight reports. We currently work in wine and table grapes, raspberries, blackberries, strawberries and blueberries, and are expanding currently into cherries, greenhouse tomatoes and citrus.

Farmbot Monitoring Solutions

Farmbot camera image

Farmbot Camera provides on-demand or scheduled images of troughs, dams or tanks and other on-farm assets enabling farmers to be in multiple places at once.

The camera has three image capture settings that can be selected depending on the image quality required and can zoom in and out, enabling the user to see more detail. The images captured can be requested via the MyFarmbot Platform on phone and desktop devices.

Onside Pty Ltd

Onside logo

Building a global rural network to provide next generation biosecurity.

Onside is an app based check in software that allows people to check into farms, do their inductions, report new hazards, incidents and tasks, communicate with others onsite and view emergency information.



Winely provides chemical and biological analysis of a fermentation in real-time.

Internet of Things hardware samples tanks in situ, providing millions of data points per day from a single ferment. The Winely software system applies deep mind, and deep web analysis of the ferment, providing direct and indirect measurement of 105 attributions, and predictive and interventive analysis.


A prize of $10,000 will be awarded to the winner of the competition.

Runners-up will receive a place in the AgTech demonstration farm program through the Department of Primary Industries and Regions.

Pitch to Farmers sponsor, MacroGroup Australia