Our Story

Founded by agtech platform pioneers

Growing up on a dairy farm in the Netherlands, FarmTrace founder and CEO Chris van den Berg knew there was a disconnect between what he and his family did on the farm and their business partners, both the companies that the family sold to, and those that supplied the farm. He knew that the problem hurt every party involved. He also knew that the problem could be fixed. 

His search for a solution led to Chris founding his first agtech company in 2012, a digital platform connecting cattle farms with food processors. After a few innovative years, and a successful sale, it was time for the next step in farm connection, and FarmTrace was born.

The FarmTrace
Leadership Team

Chris van den Berg


Chris is a top global expert on food supply chains, technology and agriculture. Raised on a dairy farm in the Netherlands, Chris built a career in food processing technology, feed ingredient sales, and business development management, before founding two successful ag-tech companies in Europe and Asia, including the world’s first SaaS platform for cattle trading.

Jan Wiersma


Jan has more than 20 years experience building teams, organizational structures, process, and technology on a global scale. He has held several C-level executive positions, in the US and Netherlands, including most recently as COO & CTO of WCC Group.

Danny Turkovich

Head of Product

Danny was previously at Farmers Business Network for six years, where he was a member of the founding team and also head of product. He grew up on a farm in California and has previously operated his own agrofood businesses.

Michiel Thuijs

VP of engineering

Michiel brings senior-level experience in a range of software roles, including his most recent position as Head of Engineering at cybersecurity firm, Irdeto. Michiel also has backgrounds in electrical engineering and cloud computing, as well as expertise in scaling digital solutions.

Johan Vloet


Passionate about engineering and a true entrepreneur at heart, Johan has built companies and introduced technologies that are now widely used by farmers and various other businesses in the agrofood value chain.

Jannie Minnema


Jannie brings senior leadership experience to FarmTrace from her time across the tech industry. Having served previously as CIO of MN Services, as well in various top roles at Oracle, Jannie is an expert in informational tech and international B2B growth.

US Headquarters

17875 Von Karman Ave STE 150&250 • Irvine, CA 92614
United States of America

European Headquarters