The archive · Climate & Energy · Strategic decision · 2022–2025
Treefera bets EUDR forces deforestation-free proof; $30M Series B led by Notion
UK startup Treefera monitors the opaque first mile of palm, cocoa and timber supply chains with satellites and AI; $30M lands June 2025 as EUDR applies
Treefera
What the business is
Treefera is a UK-based data platform that fuses satellite imagery, adaptive AI and risk modelling to give real-time visibility into the 'first mile' of nature-based commodity supply chains — palm oil, coffee, cocoa, cotton, rubber, timber, beef and dairy — where raw materials are sourced and processed.
Starting capital：$30M Series B announced June 2025, led by Notion Capital with Albion VC, Triple Point and Twin Path participating and Endeit Capital supporting — under a year after Treefera's Series A (amount undisclosed).
How it started
Founded in 2022 by UK husband-and-wife team Jonathan Horn (CEO) and Caroline Grey (CRO), who left JP Morgan and UiPath after watching first-mile supply chains stay opaque for decades; they bet laws such as EUDR and CSRD would turn traceability into a legal requirement companies must buy software to meet.
What happened
Treefera's platform detects deforestation, land-use change, heatwaves and climate risk across commodity plots, and won early customers whose ground-truth data calibrated its models. In June 2025 — less than a year after its Series A — it announced a $30M Series B led by Notion Capital to expand across Europe, North America and APAC and add compliance automation, geospatial analytics and real-time commodity tracking; Notion framed the market as a ~$900bn opportunity with ~60% of supply-chain risk living in the first mile.
How it ended up
Still scaling: as of June 2025 Treefera serves enterprises in agriculture, forestry, food, finance, pharma and automotive, with use cases spanning EUDR compliance, carbon monitoring and carbon-credit assurance, and plans to push into adjacent markets such as derivatives pricing.
Background
Treefera was founded in 2022 in the UK by Jonathan Horn and Caroline Grey, a husband-and-wife team who left JP Morgan and UiPath. The founders had watched global supply chains of nature-based commodities — palm oil, coffee, cocoa, cotton, rubber, timber, beef and dairy — remain opaque at the 'first mile', the stage where raw materials are grown, sourced and processed, and where the company says roughly 60% of supply-chain risk and carbon impact concentrates.
Treefera's answer is a data platform that fuses satellite imagery, adaptive AI and risk modelling into a proprietary 'data fabric', selling actionable insights — deforestation alerts, land-use change, climate risk, plot-level traceability — rather than raw data feeds. Early customers holding ground-truth data helped calibrate its models, creating a data moat, and the platform found natural buyers as EU regulation arrived: the EU Deforestation Regulation (EUDR), effective December 2025, requires importers to prove products are deforestation-free, and the CSRD demands supply-chain transparency.
In June 2025 Treefera announced a $30M Series B led by Notion Capital, less than a year after its Series A, with Albion VC, Triple Point, Twin Path and Endeit participating. Named customers include ACCIONA, Amazon Rainforest Conservation, Royal Family Farms, Kita, Anew and Maple Credits, and the company operates across Europe, North America and APAC. Notion, which calls first-mile monitoring a $900bn opportunity, sees the platform extending into carbon-credit assurance and eventually financial derivatives pricing.
What has to be true
- EUDR turned 'deforestation-free sourcing' into a legal obligation with a December 2025 deadline — a dated demand no spreadsheet can answer.
- First-mile supply chains are fragmented and data-poor, so a software fabric fusing satellite, nature and ownership data beats consultants and on-the-ground audits.
- Selling insights and APIs rather than raw data feeds keeps the product priced as software, not resold data.
- Early customers with ground-truth data let Treefera calibrate proprietary models that later competitors cannot easily replicate.
- Carbon credits, compliance and climate risk are adjacent budgets that compound from the same data fabric after the deadline passes.
What can be applied
A dated law turns an opaque market corner into a budget line: sell the deadline, not the satellite — and let early ground-truth customers build the model moat.
Aftermath
As of 3 June 2025 Treefera remains a private, scaling startup: it serves enterprises across agriculture, forestry, food, finance, pharma and automotive, with the Series B earmarked for product development — compliance automation, geospatial analytics and real-time commodity tracking — and expansion across North America, APAC and Europe. No exit or profitability figures had been disclosed.
Sources
- Treefera raises $30m to bring more transparency to the supply chain's 'first mile' with AI
- Treefera secures $30M Series B for AI-driven supply chain resilience solutions
- Why we invested in Treefera
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