Source.ag appoints Alberto Carbajal Rodriguez as AI Solutions Specialist in Mexico

Amsterdam-based agtech company Source.ag appointed Alberto Carbajal Rodriguez as AI Solutions Specialist in Mexico on 16 February 2026. In this role, he will support Mexican greenhouse growers in implementing data-driven cultivation strategies aimed at higher yields and more sustainable production.

Carbajal Rodriguez has extensive experience in the Mexican horticulture sector. He previously worked at Priva, a supplier of greenhouse and climate control systems, and was involved with CEICKOR, a Mexican knowledge centre for protected cultivation that is also known as Mexico's 'Greenhouse University'. There, he guided growers in the application of modern greenhouse methods. Tomas Geurts, General Manager North America at Source.ag, says the appointment reflects the priority the company places on local expertise in its expansion markets.

With this appointment, Source.ag strengthens its presence in a region that is strategically important to the company. At the end of 2024, it already opened an office in Chicago to serve growers in Canada, the United States and Mexico from North America.

What Source.ag does and the scale of its reach

Source.ag was founded in November 2020 by Rien Kamman (CEO) and Ernst van Bruggen (CPO). The company develops AI software that helps growers in high-tech greenhouses optimise their cultivation. The software analyses sensor data, climate data and crop conditions to provide recommendations on lighting, temperature, irrigation and other cultivation factors.

At the end of 2025, the software was active in more than 300 greenhouses, spanning 2,500 hectares across 18 countries. According to the company, those greenhouses contribute daily to the supply of fresh vegetables for an estimated 40 million people. The focus is on the three largest segments for fresh vegetables in greenhouse cultivation: tomatoes, peppers and cucumbers.

Funding of more than 60 million dollars

Source.ag has raised a total of over 60 million dollars across multiple funding rounds. In March 2022, the company raised 10 million dollars in a seed round. A year later, in February 2023, a Series A of 27 million dollars followed, supplemented by a further 4 million dollars in July 2023.

The most recent round was a Series B of 17.5 million dollars (approximately 15.2 million euros), closed in November 2025. Investor Astanor led that round. Seed breeder Enza Zaden and growers' cooperative Harvest House also participated, giving the funding an industry dimension: two parties that have a direct stake in improved greenhouse yields.

Mexican market as a growth area for greenhouse AI

Mexico is one of the world's largest producers of greenhouse vegetables and exports a significant share to the United States. The appointment of Carbajal Rodriguez fits into a broader trend in which European agtech companies are increasingly approaching North America as a fully-fledged home market, partly due to the scale of the greenhouse sector there.

For other Dutch agtech founders, Source.ag's trajectory is illustrative: a relatively young startup with an Amsterdam base that is gradually entering international markets through local hires and its own office in the target market. The participation of industry parties such as Enza Zaden and Harvest House in the latest funding round shows that capital and customer networks in this sector are increasingly converging, a pattern also visible in other segments of the Dutch agrifood tech scene.