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AGCUMEN – Your Gateway to the Agricultural Ecosystem

“Leveraging our unique Ecosystem Intelligence to provide you answers about the agricultural sector and related technology/machinery worldwide so that you can make better informed and data-driven decisions“

Ecosystem Intelligence in agriculture

SONEAN was designated as „innovative young company“ in 2015 by the German Ministry for Economics and Energy and became part of Germany`s Excellence in Big Data campaign rolled out globally in 2016. Since 2015 SONEAN has been monitoring the global agricultural network on a daily basis covering today over 40,000 + organizations across 150+ markets around the world in a highly interconnected manner. Agriculture is of great importance to our societies and understanding the network in which companies, producers, farmers, universities, and all kinds of entities are operating is crucial to identify opportunities and threats globally but also provide superior intelligence to make better informed decisions. Agriculture for us however is a much broader concept as it touches so many other industries, and stakeholders including governments which of course form a crucial part of our network model. Our agricultural ecosystem encompasses the entire value chain from farm to fork, and all kinds of technologies/machines used and in development across the world. We not only understand the networks in which producers, OEMs, universities, intermediaries (such as importers, distributors, and dealers) operate and what technology they use but also monitor latest state of the art technology, even when it is still in the prototype or idea stage. Linking our organizational network model in agriculture to daily developments from across the world we generate unique insights, and identify patterns, and developments which otherwise would remain hidden. Our proprietary technology and process allows us to analyze 8-year data in an unparalleled way. Thanks to AGCUMEN our clients gain access to a unique web based Intelligence as a Service solution which provides them answers to complex questions with regard to the agricultural value chain. As part of AGCUMEN we of course also cover the sustainability part including carbon emissions related tech, alternative engines (hybrid, electrified, hydrogen etc.) and alternative energy forms (including solar, wind, biomass, hydrogen and many others), highly disruptive innovations shaping agriculture and more.

Network model (daily updated) consisting of 40,000+ organizations globally in the agricultural ecosystem
primary sources monitored using network model based indexation and search
Over 150,000 signals per week coming from the ecosystem
Over 55,000,000 signals analyzed since 2015 from 150+ countries
Dedicated agriculture and technology/machinery team for 8 years

Agricultural Ecosystem Advisory Board

SONEAN created Ecosystem Intelligence ( for its global clients and established AGCUMEN at the end of 2021 to commit more strongly to the agricultural sector worldwide and the machinery and technology being used from farm to fork. The team behind AGCUMEN has been providing the intelligence backbone for some of the most well-known brands in agricultural machinery/technology globally since 2015 with unique and connected insights, and strong analytical skills.

AGCUMEN is now opening up its capacity to a broader audience along the entire value chain of agriculture and will also provide intelligence to all kinds of organizations interested or involved in the sector such as OEMs, startups, technology providers, input suppliers, producers, intermediaries (importers/distributors/dealers), consultants, associations, research entities, policymakers, investors, M&A advisors, banks, and many others. In order to strengthen its global ties further, AGCUMEN initiated the “Agricultural Ecosystem Advisory Board” which will bring together experts in agriculture and related machinery/technology from various parts of the world to create a sustainable network in order to exchange ideas, and intelligence but at the same time also cooperate when it comes to serving mutual clients. The board will meet on a regular basis, and members will be in constant touch to learn from each other, and share respective insights as well as resources. The Agricultural Ecosystem Advisory Board members will initially be located in New York (USA), Adelaide (Australia), and Frankfurt (Germany) including Dr Murat Ünal, the founder of SONEAN, Patrick Honcoop, and Michael Macolino.

  • Dr. Murat Ünal
    Dr. Murat Ünal
  • Patrick Honcoop
    Patrick Honcoop
  • Michael Macolino
    Michael Macolino

You ask, we answer

With AGCUMEN we leverage our unique Ecosystem Intelligence in agriculture and related technologies as well as relevant experience to provide tailored answers to all kinds of questions, whether:

  1. you want to understand your competitors on a global scale, and particularly in a specific area, e.g. in relation to the alliances they enter into, latest products they launch, markets they enter, strategies they work on or campaigns they run
  2. you want to identify state of the art technology and innovations which are going to disrupt the ag space
  3. you want detailed, and connected intelligence about particular companies (potential customers, alliance partners), countries, organizations in general. This could be related e.g. to potential clients such as producers, and the type of technology they use, and brands they are committed to
  4. you aim to develop a country, region specific or global strategy to position your organization within the agricultural value chain
  5. you want to understand the tactical and strategic moves of all kinds of market participants by country, region or even globally
  6. You want to understand which companies dominate certain sub-domains in agriculture, and what networks/ecosystems of organizations they are embedded into

You might even be an investor or policy maker looking for unique intelligence to make better informed decisions. Our AGCUMEN service will provide you unparalleled insights which will assist you in making much better informed and data-driven decisions. Our web based Intelligence as a Service solution will be available 24/7 and provide you access to unique insights in seconds rather than weeks.


AGCUMEN leverages our agricultural team´s skills but also our unique technology and data to provide companies along the agricultural value chain (plus investors, M&A advisors, research institutions such as universities, policy makers/governments alike, etc.) answers to pressing and crucial questions, and assist them in taking data-driven decisions. The noun acumen “comes from the Latin word acumen, meaning “a point,” or “sting.” If you are able to make pointed decisions, if you have a sharp intellect, if you make good strategic moves, if you are successful in your field, or if your business instincts are spot-on, you have acumen” (source: AGCUMEN is based on acumen and applied to the agricultural industry covering the entire ecosystem, and all kinds of technologies from traditional agricultural machinery (like tractors, harvesters, sprayers, implements, irrigation systems, and many others), latest precision technology using also AI (the hardware and software), robots, drones, alternative energy and engines including electrification, hybrid, hydrogen, and all kinds of technologies in the pipeline. We thus look at agriculture and technology holistically knowing also the networks in which companies are embedded.

What differentiates us?

The main difference of our AGCUMEN service is the 8-year track record in advanced network monitoring of the entire agricultural machinery space worldwide including latest advances in alternative proteins, graintech, foodtech, and all other relevant changes affecting the ecosystem. We base our service on a sound knowledge of the industry, with dedicated agriculture related team members, and unique, highly structured, and networked data which allows us to get unparalleled insights into the ecosystem at a fraction of traditional resources. While other organizations rely on traditional ad-hoc researches we can base our insights on unique, and highly connected network data along the knowledge graph we created, and update every day with over 150,000 signals monitored every week for the last 8 years. A single language platform, covering 150+ markets around the world with highly connected and structured data along a knowledge graph can be tapped into 24/7 to get access to unique insights. Hereby opportunities and threats in form of signals/developments are daily connected to over 40,000 + organizations around the world.

Please reach out to us to see how we can help you in taking better, data-driven decisions, and provide you with unique and connected insights!
Send us an e-mail here.

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Dr. Murat Ünal

Murat graduated from the University of Adelaide/Australia with a B.Com degree. He holds an M.B.A degree from Kellogg/USA and WHU/Germany and its network programs at Tel Aviv Uni/Israel and Hong Kong Uni of Science and Technology/China SAR. Murat further has a LL.M. degree from the School of Law at Northwestern Uni in Chicago and a Doctorate in Business Administration from IE Business School (Madrid) specializing in network analysis/science. His research interest lies in narrow AI (particularly the area of machine learning, natural language processing, autonomous vehicles/robotics), Human Computer Interaction, Platform Technologies and above all Network Science which plays a crucial role in complex systems, and will be a core building block for future breakthroughs in research.

Murat founded SONEAN in 2013 with his team, building on its sister entity Funds@Work AG (F@W)`s experience since 2002 in over 250 international projects in the wealth, and asset management industry with more than two dozens of international awards received for its consulting & unique intelligence. SONEAN was designated as „innovative young company“ in 2015 by the German Ministry for Economics and Energy and became part of Germany`s Excellence in Big Data campaign rolled out globally in 2016. At the beginning of 2020 Murat joined SONEAN full time to develop its unique potential, and focus entirely on its Ecosystem Intelligence related vision.

In 2013 SONEAN also established the SNA Lab ( which in the meantime has become the Network Science & Artificial Intelligence Lab. In 2021, in its 9th year, numerous new and existing Lab members got together again to learn about the application of network science and narrow AI related areas (such as machine learning, natural language processing, and robotics) to organizational challenges, especially with regard to data driven decision making (moving away from just gut feeling). The Lab helps SONEAN in identifying future colleagues but also, and more importantly, develop a new generation of talents with a 360 degree, and interconnected view of the world.

Patrick Honcoop

Patrick Honcoop is an entrepreneurial-minded AgTech Business Development consultant. He is Dutch and lived in Germany for several years before moving to the USA in early 2020. He holds an MSc. in Agricultural, and Bioresource Engineering combined with a business degree from one of the top-ranked global life science institutes, Wageningen University & Research. As a hobby, he worked part-time on different farms in several countries over the last two decades. Combining his scientific background, business-oriented mindset, and practical farming experience resulted in a relentless passion for agriculture, technology, and sustainable business development.

Patrick runs his AgTech-consultancy firm ‘AgTech-Pro’ out of New York and is a partner at the AgTech Transformation initiative ‘PHAEN.’ Before that, he created and executed the digital strategy for CLAAS in North America and co-created Europe’s leading farm management ecosystem, 365FarmNet. At 365FarmNet, he oversaw the ecosystem development and successfully initiated over 30 partnerships with leading agribusiness companies like John Deere, Yara, and BASF. He also helped various startups with their product go-to-market in Europe during that period.
Patrick is an agricultural and AgTech domain expert, has an extensive international network of agribusiness companies, and knows both the European and the American ag industries. He loves to help entrepreneurs scale their businesses and build impactful and sustainable partnerships. Patrick is excited to support AGCUMEN and show the AgTech industry the value of Ecosystem Intelligence, and create a long-term impact.

Michael Macolino

Michael has a strong track record as an entrepreneur and business advisor. He launched his first company at the age of 21, spending the next 13 years leveraging technology to build 5 companies across a range of industries. In recent years he has shifted his focus from operating his own businesses, to become an advisor to innovative companies, investors, government and start-up founders in the AgriFood Tech sector.

He led the development of the AgriFood Tech practice at BDO, working with startups, scale ups and Agribusiness to commercialise new technology and support the growth of the AgriFood Tech eco-system. In 2020 he was a winner of the InDaily 40 under 40 awards which recognise entrepreneurship, leadership and contribution to the South Australian business community.

In addition to his work at BDO he actively supports and promotes the growth of the AgriFood Tech eco-system through various roles, e.g. as an Expert in Residence at the ThincLab Waite AgriFood Tech incubator, a Lead mentor at Sprout X, a Coach and Facilitator at Farmers 2 Founders, Co-organiser of the South Australia AgTech meetup, and Organiser of the SouthStart AgriFood Tech event. He is also an Evoke Ag Steering Committee member and an Assessment Panel member for the South Australian Research, Commercialisation and Start-up Fund. Michael has now joined SVG Ventures Thrive as their Managing Director for APAC, based in Australia.