Our Beginning
The beginning
The story of EarthOptics began in early 2018, sparked by a conversation between two friends and ag industry veterans eager to collaborate on a meaningful project. Todd Martin and John Dombrosky began earnestly discussing ideas, contemplating the incredible data being sent back from Mars by the Opportunity rover and the Insight lander, both of which were providing groundbreaking insights into Martian soil. This led them to a pivotal question: Why were we using such advanced technology on Mars to learn about soil, but not applying similar innovations to benefit American farmers?
Traditional soil testing had remained unchanged for more than 80 years – insert a probe into the ground, extract a sample, send to the lab, wait for results. The friends envisioned cutting-edge technology from space exploration that could revolutionize soil analysis here on Earth, specifically to support American agriculture.
Company Founders
Standing up a company
Captivated by this vision, in late 2018 they founded a company under the name GroundTruth Ag and recruited advisor John Anderson, a seasoned expert in agriculture with a long career in agribusiness. In January 2019, the company began gaining traction, hiring its first employee, Hunt Bowers.
The company was incubated at the Ag Tech Accelerator in Research Triangle Park, North Carolina. In September 2019, Todd Martin, with funding from Bayer and Syngenta, successfully exited the Ag Tech Accelerator and GroundTruth Ag began to thrive.
Breakthrough innovation in soil measurement
In its early days, the company collaborated extensively with MIT, leveraging various technologies and securing a license for localized ground-penetrating radar. While other companies focused on single mode sensors like LIDAR or EMI, GroundTruth Ag saw a clear opportunity in combining multiple sensors into an integrated array. This innovative approach to stacking sensor capability allowed them to collect and analyze more comprehensive soil data.
The company’s first breakthrough was in measuring soil compaction, a critical but previously difficult to quantify factor for farmers. At the time there was no way to scientifically measure and map soil compaction which in many cases led to overtilling. This new compaction offering became the gateway to climate smart farming practices – tilling less helps store carbon in the soil. Now farmers could know exactly where to till and how deep. Not only would they save on costs for unnecessary tilling, but they would retain carbon in the ground for better soil health.
A new CEO and a new name
Ready to hit the market with its sensor technology and tillage offering, GroundTruth Ag renamed itself EarthOptics, driven by a mission to provide faster, more accurate, and cost-effective soil data for farmers. The goal was to turn complex soil data into actionable insights, helping farmers make clear decisions that would save them money or increase their profitability. Armed with brand new technology and clarity of purpose, Lars Dyrud was officially installed as CEO.
Then another breakthrough
In late 2020, another breakthrough occurred when CEO Lars Dyrud developed a method to precisely measure soil carbon, addressing a new and economically significant data point for landowners. His innovation launched EarthOptics into the carbon market, expanding the company’s capability and focus beyond traditional agriculture into rangeland and grassland management.
Core leadership
Throughout this journey, the founders alongside the core team of CEO Lars Dyrud, CCO Todd Martin, CAO Stephanie Landa, and CTO Hunt Bowers, played vital roles in the direction and growth of EarthOptics as a market-ready company. Their contributions continue to shape and scale the future of this innovative organization.
Leadership
Looking ahead
The remarkable contributions from the founding team and early key players have positioned EarthOptics as a leader in agricultural technology, dedicated to empowering farmers and landowners with the soil intelligence tools they need to thrive in an ever-evolving industry.