Local knowledge matters: Farmers and regional experts shape the interpretation of data.
AgriPurpose – We turn regenerative agriculture into measurable reality.
Because the world can’t afford to guess anymore — the future of soil, biodiversity and climate depends on real data, trusted validation and collaboration.
Our Story
How a global challenge brought farmers, scientists and innovators together to build the world’s first trusted system for measurable regeneration.
Half of the world’s biomass has already been lost. Soils are degrading, biodiversity is shrinking and weather patterns are becoming more extreme. Farmers are under increasing pressure, and companies face the challenge of building resilient, climate-positive supply chains in an unstable world.
Despite global commitments, one major barrier has held regeneration back: there was no shared, trusted and measurable way to validate regenerative progress.
Agronomists, soil scientists, farmers, sustainability leaders and practitioners from around the world came together with one conviction: Regeneration will only scale if it is measurable, comparable, farmer-friendly and globally trusted.
AgriPurpose was founded to make this a reality.
Our Mission
Empowering farmers, companies and ecosystems with the data and validation needed to drive real, scalable regenerative impact.
We turn regenerative agriculture from an aspiration into a practical, actionable and profitable path — for every farm and every supply chain.
Our Vision
A future where food systems restore soil, biodiversity and climate — and where regeneration becomes the foundation of global prosperity.
A world where healthy soils, thriving ecosystems and resilient food systems form the foundation of economic prosperity and societal stability.
Our Values
The principles that guide how we work — and how we create measurable impact.
Our values reflect the way AgriPurpose was built: collaboratively, transparently and with a commitment to science and fairness. They shape every decision we make — from how we validate data to how we govern the system together with farmers, industry and civil society. These six principles ensure that regeneration is not just an ideal, but a measurable, achievable and globally scalable reality.
Integrity
We rely on transparent data, scientific methods and independent validation — no shortcuts and no greenwashing.
Equity
Farmers, industry, civil society and our team govern the system together with equal voting rights.
Science
Every method, indicator and benchmark is grounded in peer-reviewed research and agronomic evidence.
Simplicity
Regeneration must be practical, accessible and affordable for every farm — regardless of size, region or technology level.
Collaboration
We design solutions with farmers, companies and partners — because real impact happens when everyone works together.
Impact
We focus on measurable ecological and economic outcomes that improve soil health, biodiversity, water resilience and livelihoods.
How We Work
Where science, local knowledge and global collaboration come together.
AgriPurpose works at the intersection of agronomy, soil science, data technology and farmer experience.
We combine global scientific standards with local realities in the field — creating a validation system that is rigorous enough to be trusted and simple enough to be adopted anywhere.
Our approach is built on a few core principles:
This is how AgriPurpose turns diverse landscapes into a shared language — one that enables measurable regeneration at scale.
Why It Matters
Because the world cannot restore what it cannot measure.
Healthy soil underpins our food systems, our water cycles, our climate stability and our economic resilience. Yet global degradation is accelerating — and without reliable measurement, regeneration remains fragmented and difficult to scale. AgriPurpose provides the missing infrastructure: a unified, farmer-centred validation system that makes ecological progress visible and comparable. It creates transparency for companies, practical benefits for farmers and trusted outcomes for society — building the foundation for food systems that restore more than they extract. Regeneration is not just an agricultural challenge; it is a societal necessity.
Governance & Trust
Governance designed for fairness and trust.
AgriPurpose is governed by farmers, industry, civil society and our own team — all with equal voting rights. This multi-stakeholder model ensures that no single group can dominate the system and that decisions reflect the needs of those who rely on healthy soils and resilient food systems. We follow a strict no-profit-extraction principle: all resources are reinvested into strengthening the methodology and advancing regenerative agriculture globally. Because farmers co-govern and benefit directly from the data, AgriPurpose earns genuine acceptance in the field — not just compliance, creating long-term trust across value chains.
A team built for impact
Meet the team behind AgriPurpose — the people driving measurable regeneration forward.
AgriPurpose brings together specialists from science, agriculture, policy, technology and sustainability — united by the mission to restore ecosystems through trusted, measurable regeneration. We work directly with farmers, companies and civil society to design solutions that are practical in the field and credible globally.
Peter Froehlich
Chief Executive Officer
Peter Fröhlich is a farmer, agronomist, and entrepreneur with over 20 years of experience driving agricultural innovation. A founding member of EARA and a leading voice in European regenerative farming, Peter has spent the past decade advancing data interoperability, precision agriculture, and digital agronomy. His work now converges in AgriPurpose, a leading approval framework for Regenerative Agriculture.
Simon Kraemer
Simon is a trained Political Agroeconomist. Co-Founder and Executive Director of EARA. He has years of experience in public and private sector consulting for sustainability and business strategy farm to fork, SMEs to multinationals, regional administrations to EU Commission. He is living and land stewarding in Sicily.
Alex Royea
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Noura Fajraoui
Senior Data Scientist
Noura Fajraoui holds a Ph.D. in Geosciences from the University of Strasbourg. She brings a wealth of knowledge and expertise to her role, leveraging her academic background to build complex models that enhance AgriPurpose’s decision-making processes. Her diligence and dedication are evident as she navigates the intricate terrain of geosciences, contributing significantly to the precision and accuracy of AgriPurpose’s predictive models. Noura’s innovative modelling techniques play a critical role in optimizing agricultural strategies, highlighting the intersection between scientific rigour and practical application in AgriPurpose’s commitment to sustainable, data-driven farming practices.
Mallku Caballero
Chief Technology Officer
Mallku Caballero, our tech alchemist with an M.Sc. in Computer Science from the University of Maryland, is the architect behind AgriPurpose’s technological innovations. Driven by a passion for harnessing the power of data, Mallku develops algorithms that transform complex agricultural insights into user-friendly solutions. His expertise ensures that AgriPurpose’s tools, such as DORA and Precision Mapping, run seamlessly. Mallku’s dedication to connecting technology and sustainability is a cornerstone of AgriPurpose’s mission to reshape modern agriculture.
Utku Berkalp Uenalan
Geospatial Data Analyst
Utku Berkalp Ünalan, our specialist programmer with an M.Sc. in Environmental Engineering from the Middle East Technical University, is the virtuoso behind the intricate coding that underpins AgriPurpose’s agricultural solutions. With a sharp eye for detail and a passion for sustainable technologies, Utku ensures that the algorithms running in DORA are not merely lines of code but transformative tools for farmers. His expertise in environmental engineering is paired with a deep commitment to regenerative agriculture, making Utku an indispensable part of AgriPurpose’s mission to revolutionise agricultural practices through innovation.