The new CTO brings a track record of scaling and driving high-performing, innovative teams that deliver market-leading products
AMSTERDAM, January 21, 2025 - Source.ag, the provider of AI solutions for vegetable growers, today announced the appointment of Magnus Hilding as its new Chief Technology Officer. Hilding brings a proven track record of scaling tech teams and driving innovation to deliver market-leading products in Silicon Valley. Now relocating to Amsterdam to start at Source.ag, the new CTO will be spearheading efforts to equip growers with solutions needed to provide sufficient access to fruit and vegetables for a growing global population.
With extensive experience at visionary, Silicon Valley-based companies, including Silo, Ghost Autonomy, and Sony Mobile Communications, Hilding has significantly contributed to technological advancements across scale-ups and large organizations alike. His expertise spans a wide range of disciplines, including complex systems engineering, embedded systems, IoT, and AI/ML. He has consistently demonstrated excellence in fostering strong organizational and technical leaders, building high-performing teams that innovate and excel in bringing top-tier solutions to the market.
Source.ag’s vision of creating a perfect digital twin for every farm and crop is as bold as it is vital. Over 3 billion people do not have access to sufficient fruit and vegetables, and we’ve been working to change it. Source.ag’s solutions have delivered immense value to growers, and I’m thrilled to join the team as we focus on scaling up our impact, expanding our reach, and evolving the technology and organization to meet the needs of a rapidly growing global market,
said Magnus Hilding, Chief Technology Officer at Source.ag.
At Source.ag, we are moving fast as the current environment requires immediate action to enhance food security and leverage sustainable practices in agriculture. As we continue to expand our impact, Magnus joins the team to drive innovation and further advance our technology to meet the evolving needs of growers around the world. His deep expertise and passion for building top-notch products that solve customer challenges make him the perfect fit for Source.ag,
said Rien Kamman, CEO and Co-Founder at Source.ag.
Source.ag’s advanced technology is helping growers worldwide scale faster and operate more efficiently, boosting vegetable yields and creating more sustainable practices. Today, commercial greenhouses in 18 countries benefit from Source.ag’s solutions globally. These growers collectively produce vegetables for more than 60 million people worldwide, a number that continues to grow.
About Source.ag
Source.ag is accelerating access to fresh fruit and vegetables by empowering the world’s growers with AI. Founded in 2020 by Rien Kamman (CEO) and Ernst van Bruggen (CPO), Source.ag has brought together a team of experienced engineers and plant scientists and has partnered with the world’s leading growers to build the sector’s most advanced AI. Its AI solutions can simulate plant behavior for defining and implementing optimal cultivation strategies, taking into account millions of data points on climate, biology, and resources. By enabling more growers to operate more facilities more efficiently through pioneering tech, Source.ag is making covered greenhouse agriculture accessible, profitable, and globally scalable. Together, we’re on a mission to feed the world, in a climate-resilient and resource-efficient way.
The new partnership enables Axia Vegetable Seeds to streamline trial registration for the Demo departments and optimize cultivation strategies with Source.ag’s solutions.
As part of this collaboration, Axia will integrate Source.ag's solutions into its Demo Greenhouse to increase its operational efficiency.
