Birds of a feather: BinSentry embraces Brazil

It’s fitting that BinSentry, with its huge growth in the US and Canada, would embrace Brazil, a country whose agricultural sector is likewise booming. 

In just seven years, BinSentry has installed over 60,000 feed inventory management systems in the US and Canada, taking a clear leadership position in AI-assisted grain bin monitoring. 

Similarly, Brazil has been out in front too, setting the pace for global food production and exports. A generation ago, the country was a net food importer. Now, it’s the world’s top exporter of soybeans, sugar, orange juice, coffee, beef and chicken, and is among the giants in corn shipments.

Experts attribute Brazil’s rise in part to the country’s firm commitment to research and development. And the same goes for BinSentry. 

Vaughan Stewart, the company’s vice-president of sales and partnerships who’s overseeing Brazilian market development, says culturally, Brazil and BinSentry are birds of a feather.

“We’re on the same page,” she says. “Brazil has similar production practices as the US and Canada. Our research-based technology is a nice fit with Brazil’s maturing supply chain, with vertically integrated companies driving towards new levels of efficiency. It’s an exciting time to be entering the Brazil market.”

BinSentry officially launched in Brazil in January 2026, following the development of a Wi-Fi-enabled product engineered specifically for the region. Vaughan says the goal is to scale quickly, as customers see immediate return on their investment; momentum is growing as customers come to understand how their profit and loss statements can be related to data captured and quantified with the company’s AI-supported feed bin monitoring technology. 

According to Vaughan, in-field proofs of value testing are proving popular with new Brazilian customers. They like how BinSentry technology can connect through Wi-Fi, freeing it from spotty cellular service. 

Such factors are contributing to a 99 percent customer retention rate – almost unheard of in any new market foray or technology introduction. “Our customers are helping us attract other customers,” says Vaughan. “There’s a before and after with BinSentry, and customers are pretty vocal with both us and their neighbors about not wanting to go back to ‘before.’” 

Another element of BinSentry’s success in Brazil is the exclusive partnership with Cargill Animal Health and Nutrition (Brazil division), bringing together Cargill customers there with BinSentry’s unique inventory insight system. This partnership builds on a 2020 agreement with Cargill, the world’s largest privately owned company, which was pivotal to BinSentry’s foothold in the sector. 

“In Brazil, we wanted to find the right partner who both an understanding of our technology and established customer relationships in the market,” says Vaughan. “We guarantee our product and it was vital that we had a partner who could effectively bring it to market and help provide service.”

International business comes second nature to Vaughan, who now lives in Memphis but was raised on her family’s ancestral plantation near (the farm celebrates its bicentennial in 2028). She worked in hardware distribution early in her career, before moving into agriculture in 2017 where she was active in international business development and new market entry in Asia, Europe, Latin America and Brazil. 

During that time, she met Ben Allen, who would go on to become BinSentry CEO in 2022. In 2023, she joined BinSentry as head of sales. Since then, the company has tripled in size.

Given her international experience, it’s fitting that for fun, Vaughan likes to travel. In fact, her passport lists 30 countries she’s visited, of which she cites Costa Rica and The Netherlands as her favorites. But that could change: to celebrate an upcoming milestone birthday, she’s taking a family vacation to Iceland, which broke tourism records in 2025.

We’ll wait and see how the land of fire and ice stacks up.

Agricultural journalist Owen Roberts of Guelph, Ontario is a past president of the International Federation of Agricultural Journalists.