Fresno high-tech irrigation company shuts down

FRESNO, Calif. (KFSN) -- A Fresno company that pioneered water-saving technology for farmers has gone out of business.

The company called "PureSense" was founded at Fresno State's Water and Energy Technology Center.

A sensor determines how much water and nitrogen is reaching the roots of almond trees, and how far down it's reaching.

Matt Angell brought the technology to the Valley after years of digging holes in the ground to measure water.

"I'm a farmer and as you know farmers are noted for innovation especially to make things easier," he said.

Angell combined the sensors with a weather station and computer software, and with a few partners and the help of Fresno State's Business Incubator Program at the Water and Energy Technology Center, launched a business.

"And really what happened was growers started showing up and saying 'hey, I heard you are doing this and can I get one of those,' and that's kind of how we started," said Angell.

His company, called 3C installed sensors in about 300 Valley farms. The sensors beamed the information to computers and cellphones, enabling farmers to adjust their watering and fertilizing by the minute. The success attracted the attention of venture capitalists from the Bay Area, who bought in and Matt bowed out.

"When the big money came in there was a philosophical difference in how I treated my customers and how they treated them. I think ultimately you have to be a farmer to be in an industry like this. I struggled with that, and we parted ways," said Angell.

But eight years after the acquisition, PureSense ceased operations. Their office in Northwest Fresno is closed.

A letter sent to their customers this week read: "PureSense, its Board of Directors and its primary investor have decided to shut down the business."

But added, "There are currently several suitors who are interested in purchasing the assets of PureSense."

Angell says he's a little sad to see the business go, but says the technology can be easily adapted to the many other companies who now have similar products.

He believes the venture capitalists lost millions on the deal. He also lost out as a stockholder, but says he came out ahead, by using the tools he developed.

"I got my money back from using the system and growing crops," said Angell.

Officials from PureSense did not respond to our calls. In their letter, they said they would be providing online services until the end of the year.