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Since 2014 we have brought real solutions to the field. Today we are AI.

Lucía and Mercedes Iborra founded VisualNACert on one conviction: intelligent automation could not be the preserve of large corporations alone. Today we work alongside more than 400 agrifood companies.

TL;DR · In short

VisualNACert was founded in 2014 in Rafelbunyol, Valencia, by Lucía and Mercedes Iborra, after more than 15 years working in the agrifood industry.

Today that means 400+ client companies, 4M+ hectares digitised and 200K+ active users. Recognised as an Innovative SME by Spain’s Ministry of Science, Innovation and Universities, and under the España Entrepreneurial Nation strategy by the Spanish Government’s High Commissioner.

2014Year founded

After more than 15 years observing how the agrifood industry managed itself from Norma Agrícola, a fruit and vegetable certification body, the Iborra sisters identified what was missing: a layer of intelligence connecting field data to business decisions.

Food supply crises, extreme weather, soil degradation, pests, operational inefficiency — the industry needed to stop deciding on instinct and start deciding with operational science. That is what we built.

Today we apply AI across the full cycle: from the crop to the processing plant, from the satellite to the boardroom. 4+ million hectares, 400 companies and over 200,000 active users rely on a field data management platform built on AI — trained on their own data.

01 — Founders

A third generation with roots in the industry.

Lucía and Mercedes Iborra are the third generation of their family in the agrifood industry. In 2014 they founded VisualNACert on one conviction: that farming would move beyond instinct and become operational science.

Today they lead a multidisciplinary team supporting more than 400 companies.

Lucía Iborra

Founding partner

Mercedes Iborra

Founding partner

Carla Ballester Iborra

Next Generation

02 — The team

The full VisualNACert team together at the farm

Agronomy and engineering at the same table.

A model that has never set foot in a field is no use, and an agronomist without data will only get so far. We work mixed together: the people who know the crop and the people who write the code decide side by side.

Agronomy

Field agronomists who validate every recommendation before it reaches a client.

Data and AI

Models trained on real series of soil, climate, pest and irrigation data.

Product and design

Interfaces designed to be used wearing gloves, in full sun and in a hurry.

Rollout and support

Hands-on support through implementation: software is only worth anything once it is actually used.

03 — Recognition

Backed by the industry.

Award · 2026

Mercedes Iborra, Food Changemaker · Future of Farming.

The Food Changemaker Awards, presented by food innovation hub KM ZERO Food Innovation Hub, recognised Mercedes Iborra in the Future of Farming category for developing technology — soil analysis software and artificial intelligence for irrigation forecasting — that reaches agricultural professionals out in the field.

2026Madrid · 24 Feb

KM ZEROFood Innovation Hub

Futureof Farming

✦

Innovative SME

Certified by the Spanish Ministry of Economy for our ongoing R&D in agrifood AI.

✦

Entrepreneurial Nation

Recognised under Spain’s España Entrepreneurial Nation strategy.

Global entrepreneur network

Endeavor members.

Lucía and Mercedes Iborra are Endeavor members, part of the global network supporting high-impact entrepreneurs selected for their capacity to transform their industries. VisualNACert belongs to this international community of companies scaling their business models with ambition and purpose.

Discover Endeavor

Our training ground

Finca Milu, where the AI learns from the field.

Five hectares of organic citrus in El Puig, Valencia. An experimental farm that works as a hands-on centre and a laboratory for the farming of the future: every sensor, model and algorithm passes through Milu under real conditions before it reaches the platform.

Our approach is whole-system — soil health, biodiversity and economic viability in the same strategic plan, from pest management through to nutrition practices.

Milu is also a place for teaching. We share what we learn with the farming community, because we believe the farming of the future gets built when technology and sustainability move together.

Proactive pest management

Natural enemies and beneficial fauna.

Continuous monitoring, reinforcement of natural enemy populations, bat boxes and strategic releases.

Conservation biological control

Cover crops and hedgerows.

Multifunctional cover crops and biodiversity hedgerows using native plants. Shelter and food for beneficial organisms.

Strategic goal

Towards zero treatments.

Only authorised products, and only when needed. A self-sustaining ecosystem that we then scale into the platform.

Meet the team

Let us build
the new agriculture together.

Come to Rafelbunyol or join us online. We will show you how we work, and why we are the partner of the people who feed the world.

Visit us → Read the blog