FRENDT: 13 Years of Precision, Technology, and a New Culture of Ukrainian Agribusiness

Today, FRENDT marks 13 years of work. It is a story of a journey that began with the distribution of agricultural machinery and evolved into the systematic work of a Precision Agriculture Center — a company that helps Ukrainian farmers move from traditional approaches to a modern digital model of production management.

Since 2013, FRENDT has been consistently developing the culture of precision agriculture in Ukraine. Over this time, the Company has built a comprehensive approach to implementing agricultural technologies — from in-depth farm analysis to the stable operation of technological solutions in real field conditions.

Today, FRENDT is a team of more than 100 specialists, international partnerships, proprietary technological solutions, service expertise, and a clear mission: the agricultural digital revolution in Ukraine. For the Company, precision agriculture is not only about equipment or software. It is a transformation in the logic of agricultural production: a shift from intuitive decision-making to management based on data, analytics, and accurate indicators.

FRENDT works to make precision agriculture accessible not only to large agricultural enterprises, but also to farms of different sizes. The Company’s focus is not simply on selling technologies, but on implementing them correctly — in line with the needs, capabilities, and production objectives of each farmer. This approach helps farms operate more accurately in the field, use resources more efficiently, reduce losses, and see the real economics behind every operation.

One of FRENDT’s key developments is its own philosophy for implementing precision agriculture — the “7 Levels” model. It provides a step-by-step path for farm development: from basic process organization and first digital solutions to comprehensive data-driven field management. This helps avoid chaotic technology adoption and creates a clear development trajectory: assessing the current situation, identifying problem areas, choosing priority solutions, and gradually building a technological model that delivers results.

Over 13 years, FRENDT has built a full cycle of work with farmers. The Company’s main areas of activity include comprehensive implementation of precision agriculture, sales of technological solutions, agrochemical research, agricultural consulting, software installation, repair of agricultural electronics, and production of cable products for various types of agricultural machinery.

FRENDT is the official distributor of Hexagon and Ag Leader in Ukraine, representing modern solutions for automated steering, navigation, digital monitoring, and comprehensive implementation of precision agriculture.

A separate strategic area in FRENDT’s portfolio is ultra-high-precision spraying. The Company is the exclusive dealer of Ecorobotix ARA in Ukraine. This solution has already proven its efficiency in real field conditions, covering up to 2,000 hectares per season without a single breakdown.

Another important international partnership is J.Assy. FRENDT is the exclusive dealer of this company in Ukraine, giving Ukrainian farmers access to innovative solutions for seeding control and real-time monitoring of seed and fertilizer flow.

Alongside international solutions, FRENDT also develops its own products. Among them is FlyAgData, the Company’s startup for digital monitoring of machinery operation and real-time field data collection. The system makes it possible to see the actual picture of completed operations, control work quality, speed, downtime, and fuel consumption, and make management decisions based on accurate data.

One of FRENDT’s important ambitions is to bring precision agriculture closer to every Ukrainian farm — not as a complex and expensive system “for the chosen few”, but as a practical tool that can serve as a starting point for a gradual transition to precision. This was the logic behind bringing TerraNavix to the market — an accessible autosteering solution that gives farmers the opportunity to benefit from automated steering without excessive financial pressure.

In 13 years, FRENDT has grown from a distributor of agricultural machinery into a Precision Agriculture Center working with all key processes of technology implementation on farms. The Company has formed a strong expert team and developed its service division, cable production, agricultural electronics repair, agrochemical research, and comprehensive customer support.

The Company’s systematic approach is confirmed by international standards. In 2023, FRENDT received ISO 9001, ISO 14001, and ISO 27001 certificates of conformity, and in 2025 successfully confirmed them during a follow-up audit. For the Company, this is not a formality, but confirmation of a mature approach to quality management, environmental management, information security, and internal processes.

In 2026, FRENDT became the first company in Ukraine to complete the full cycle of the “Grant Management Best Practices” certification program for managers, achieving the maximum result in every section.

FRENDT also develops a corporate culture where sustainability, professionalism, equal rights, and equal opportunities matter. The Company supports the international Women’s Empowerment Principles, developed by UN Women and the UN Global Compact. For FRENDT, this is part of a broader understanding of responsible business — one that influences not only the market, but also the environment around it.

An important milestone of recognition was FRENDT’s inclusion in the Forbes Next Ukraine 250 list in 2023 — a ranking of promising Ukrainian small and medium-sized companies. The Company is featured in Ukrainian and international industry media, sectoral platforms, and business publications, confirming FRENDT’s visible role in the development of Ukrainian AgTech and in shaping the modern image of agribusiness in Ukraine.

The Founder of the Company is Vitalii Shuberanskyi — an entrepreneur and specialist with more than 20 years of practical experience in the agricultural sector. His deep understanding of the needs of agriculture, the real challenges faced by farmers, and the potential of modern technologies became the foundation for establishing FRENDT in 2013. Over 13 years, the Company has scaled into a group of areas united by one idea: to make Ukrainian agriculture technological, precise, and strong.

Thirteen years of FRENDT is a story of precision that has become a system. Of technologies that have moved beyond presentations and now work in the field. Of a team that understands agricultural production from the inside. Of partnerships, proprietary products, service, quality standards, and customer trust.

During this time, FRENDT has proven that precision agriculture is not a distant future, but a practical tool that is already helping Ukrainian farmers work more efficiently today.

Ahead lie new solutions, new markets, new technologies, and new challenges. But the main idea remains unchanged: precision agriculture must become understandable, accessible, and useful for every Ukrainian farm.