Uber Technologies Inc. has officially announced the launch of AgriDrive, an innovative agri-tech startup that enables farmers in Ukraine to order tractors via a mobile app, much like calling a ride.
The pilot program has already rolled out in the Cherkasy region, with plans to scale nationwide by the end of the year. Uber aims to onboard over 10,000 farming enterprises by 2026 and introduce a new employment category — the "agri-driver."
According to Uber, the decision to invest in AgriDrive stems from Ukraine’s high potential for agricultural digitalization. The country is recognized as one of Europe’s most fertile agricultural markets, and the new service reflects growing investor confidence in its long-term transformation.
"We believe Ukraine’s agribusiness sector is among the most promising in Europe. AgriDrive isn’t just about tractors — it’s about improving efficiency, accessibility, and bringing a new digital culture to farming," said Dave Horsch, a venture partner at Green AG Mobility, and one of AgriDrive’s lead investors.
Taras Borshch, head of Uber’s agricultural division in Ukraine, added: “There’s a huge mismatch — many tractors in the country, but even more farmers without sufficient machinery. Our algorithm connects one to the other. It’s that simple.”
Key Features of the AgriDrive Platform:
- Request a Tractor in Under 3 Minutes: Choose services such as plowing, harrowing, or even an optional “drive through the neighbor’s cornfield.”
- Smart Matching Algorithm: Selects tractors based on soil type, plot size, and — uniquely — your zodiac sign.
- Equipment Tiers: From budget-friendly Belarus models to premium John Deere tractors featuring Wi-Fi, heated seats, and integrated Spotify.
- Driver Ratings: Users can rate tractor drivers post-service (ratings 4.5+ denote harrowing experts)
AgriDrive is currently valued at approximately $17 million, or — as one local investor put it — “the equivalent of 3,000 hectares of Cherkasy black soil, two John Deere tractors, a CLAAS combine, a LEMKEN seeder, and one half-finished barn, if you calculate it the Ukrainian way.”
Think its a joke? Don’t be surprised if Uber shows up on your farm next harvest.
