Treefera uses AI to track goods at the start of the supply chain. See the pitch deck it used to raise $30 million.

A startup that uses AI to track goods so companies can ensure their supply chains are resilient has raised a $30 million Series B funding round led by Notion Capital.

London-based Treefera has developed a platform that pulls in satellite and drone images of the so-called first mile of supply chains — the initial starting point from which goods are transported.

The aim is for this data to create transparency in the supply chain for products such as coffee or palm oil to help companies comply with decarbonization targets and ESG rules.

"The purpose of Treefera is to provide discoverable, understandable, and trustworthy datasets on the first mile. From forestry to agriculture, it's about massively scaling up our direct observation of that first mile," Jonathan Horn, the cofounder and CEO of Treefera, told Business Insider.

The startup's AI platform gathers other real-world information about a supply chain's first mile, such as carbon metrics, environmental insights, and land records. That data is then packaged up into its platform, which customers can then access through application programming interfaces, or APIs, said Treefera cofounder Caroline Grey.

"It has layers of sourcing, which means they don't need to provide us with a land file," Grey told BI. "Then we provide lots of data on sourcing, risk data, various other inputs."

Amid a tougher funding environment for climate and climate-adjacent startups, Treefera has bucked the trend.

"There aren't many other startups in this space, and we're tackling a compelling risk," Grey said.

In addition to Notion Capital, the Series B attracted investment from Endeit Capital and follow-on funding from Albion VC, Triple Point, and Twin Path Ventures.

With the fresh funding, Treefera plans to accelerate its product releases and expand further in Europe and North America.

Check out the 10-slide deck Treefera used to raise the fresh funding.