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Connecterra and Lely Announce Strategic Partnership

Following the completion of a successful pilot, the two companies will deepen their collaboration and commercial relationship

December 1, 2021
Amsterdam, The Netherlands


Today Dutch-based startup,  Connecterra, a world leader in using artificial intelligence to deliver insights to farmers, and Lely, the global leading supplier of robotics and management systems for dairy farming, announced the start of a robust co-development and commercial partnership. The announcement follows a pilot with Lely’s Digital Farming Group. The pilot program was designed to test an integration between Lely Horizon and Connecterra’s artificial intelligence platform, Ida.

The successful effort has resulted in commitments to several strategic initiatives. As a first step in the agreement, Lely will now license Ida Enterprise for use in their farm management system Lely Horizon.

“We believe that digitization of dairy farming is key and needs to be handled with care. Integrating with partners like Connecterra to develop a strong platform helps farmers to bring out the value in their data. The experience in the pilot with Connecterra’s people and technology left a strong impression on the team and involved customers. We are excited to expand our efforts with Connecterra.” – Freddie Ruijs, Head of Digital Farming at Lely.

In addition to the internal rollout, Lely and Connecterra will begin a multi-year, co-development initiative. Teams from both companies will expand from the pilot learnings, with a shared goal of further enhancing the farmer and advisor experience.

“Connecterra’s mission is to empower farmers and advisors to improve productivity using our artificial intelligence. Our continued collaboration with partners like Lely will accelerate our mission and most importantly, deliver real results to real people.” – Nynke Slegten, Director of Product at Connecterra.

Successful co-development efforts could lead to a joint launch of new features, as well as opportunities for more Lely customers to give permission to incorporate their data and access Connecterra’s platform.

“The industry is poised to rapidly evolve, and we are trailblazing across multiple dimensions with this partnership. Together we have incredible potential to bring cutting-edge, transformative insights to thousands of farmers around the world.” – Yasir Khokhar, CEO of Connecterra.

For more information about the partnership, please contact Jenn Gbur at


Editors note: In February 2023, the Ida brand was acquired by Datamars. Ida Enterprise was renamed to the Connecterra app. There were no changes to the partnership with Lely or the use of the Connecterra app referenced in this release. 


About the Lely Group

Lely, founded in 1948, directs all its efforts towards creating a sustainable, profitable and enjoyable future in farming. Circling the cow, the company develops premium robotics and data systems that increase animal welfare, flexibility and the production on the dairy farm.

For more than 25 years, Lely has been leading in the sale and service of automated milking systems to successive generations of dairy farmers across the globe. Every day, Lely inspires her employees to offer customers innovative solutions and be a reliable partner for long-term advice and support. With her Head office in The Netherlands and a worldwide network of dedicated Lely Center locations for tailor-made sales and support, the Lely Group is active in more than 45 countries and employs around 1.600 people. More information:

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