Location/Region: Ontario, CAN
Industry: Manufacturing / Agri-tech
Apps implemented: Inventory, Purchase, Manufacturing, Quality, Studio
Software
Replaced: NetSuite
Size of the company: 160
Hosting type: Odoo.sh
Helping to feed the world more efficiently, profitably, and safely is no small task. For BinSentry, a company transforming the animal feed supply chain, scaling operations while maintaining precision is mission critical. With Odoo at the center of its manufacturing, inventory, and procurement operations, BinSentry is building the operational backbone needed to support rapid growth, complex asset tracking, and a global expansion roadmap.
Founded in May 2017 in Canada’s Toronto–Waterloo Corridor, the second-largest tech cluster in North America, BinSentry was created to solve one of agriculture’s most persistent challenges: lack of accurate, real-time feed inventory data. The company develops rugged, best-in-class 3D sensors combined with AI-powered software that replace manual processes and “guesstimates” with precise inventory visibility and ordering capability across the animal feed supply chain.
BinSentry’s technology supports feed mills as well as pork and poultry integrators by reducing feed costs (the single largest expense in raising animals), improving safety, and enabling healthier, faster-growing animals. By eliminating the need for workers to climb bins and silos and enabling real-time issue identification and resolution, the company improves safety while increasing productivity and profitability across customer operations.
BinSentry’s growth has been rapid and sustained. When Senior Supply Chain Manager Justine Beddoe joined the company nearly three years ago, as team member number 36, it had roughly 50 employees. It was producing about 400 devices per month, approximately 25 units per day. Today, BinSentry builds around 4,000 devices per month, or 200 units per day, reflecting a tenfold increase in production volume in just a few years.
The organization now employs approximately 160 people, with headcount increasing almost weekly, driven by new product lines, expanded manufacturing capacity, and increasing demand across North America and beyond.
"We’ve experienced exponential growth, especially over the past 24 months, and that momentum is still building across the organization."
Evaluating ERP Options, and Why Odoo Stood Out
From a technical standpoint, Odoo was selected by BinSentry’s founder and CTO, Nathan Hoel, for its ability to handle part serialization, a critical requirement for the company’s hardware-based products. According to John Martin, Director of Supply Chain, other enterprise systems such as SAP and Epicor were evaluated but could not meet this specific need.
In contrast, Odoo’s flexibility and native capabilities made it a better fit for BinSentry’s manufacturing and asset-heavy business model. The system was implemented initially as a foundation, with the understanding that it would later be expanded to support the full breadth of operations.
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"SAP and Epicor can’t do the part serialization we need. Odoo can.”
Odoo as a Catalyst for Operational Transformation
BinSentry’s relationship with Odoo is now entering a new phase. While the company initially used only a portion of the platform, it is actively expanding its footprint across manufacturing, inventory, procurement, engineering, quality assurance, and production.
The organization currently runs Odoo version 18, with awareness of version 19. Under this model, Odoo will serve as the system of record for manufacturing, inventory management, procurement (direct and indirect), bills of materials, engineering, product design, QA, work orders, travelers, and production, while NetSuite still handles financial reporting.
In the past year, BinSentry implemented Purchase orders in Odoo and built a custom MRP system, designed internally by the company’s Odoo specialist, Ruben Agadzanjans, often referred to internally as the “Odoo guru.” The team now enters build forecasts into Odoo’s Master Production Schedule (MPS), which then feeds directly into MRP calculations, allowing the supply chain team to calculate requirements not only based on on-hand inventory, but also on items already on order, significantly improving planning accuracy. This establishes the foundation for further automation of RFQs and PO generation.
As a subscription-based company that owns its deployed assets, BinSentry places high importance on location management. Odoo enables the company to track exactly which farm or barn each asset is installed in, a capability that was a key driver in selecting the platform.
This visibility supports both operational decision-making and long-term asset management, particularly as BinSentry scales across regions and product lines. According to John Martin, one of Odoo’s biggest advantages is its user-friendly design, especially when migrating teams away from spreadsheets. In his experience implementing multiple ERP systems, ease of use is critical to adoption; without it, employees tend to revert to manual tools.
Odoo’s simpler integration and customization model also reduces friction when connecting systems or expanding functionality, making it easier for BinSentry to scale without excessive complexity.
Preparing for Smarter Procurement and Spend Transparency
Looking ahead, BinSentry plans to enable Odoo’s requisition system to better manage indirect procurement, such as office furniture, tablets, and other non-production items. Once fully licensed and supported with training, this will allow employees to submit requisitions directly in Odoo, triggering approval workflows in NetSuite and ultimately sending orders to suppliers via EDI.
This approach will give the company greater visibility into annual spend, broken down by direct versus indirect and production versus non-production categories, something that is critical for a rapidly scaling organization.
"The transparency Odoo gives us around procurement is incredibly important for understanding our spend.”
What’s Next: Scaling Products, Markets, and Systems
BinSentry’s future plans are ambitious. The company has now deployed 50,000 units in North America and expects to double volumes again this year alongside the expansion of its second product line.
The company recently launched ProSense HD, complementing its original ProSense Feed product. Together, these products create a full supply chain view, from farm-level feed consumption to raw material management at feed mills. ProSense HD, designed for much larger silos, requires explosion-proof certification due to the environment in which it operates, adding complexity to production and compliance.
Geographically, BinSentry is moving beyond North America into Brazil, beginning with pilot programs in partnership with Cargill. The Brazilian market is second only to the North American market and offers material growth potential for the company.
As BinSentry continues to scale products, teams, and geographies, Odoo is positioned to become the system that truly drives the business, minimizing manual intervention and enabling data-driven decisions across operations.
With additional modules being enabled over the next four to six months and external consultants supporting the rollout, Odoo is expected to move from partial utilization to a central operational engine.
For organizations navigating rapid growth, complex supply chains, or asset-heavy business models, Odoo offers a flexible foundation that can evolve alongside the business. Whether you’re producing hardware, managing subscriptions, or expanding into new global markets, BinSentry’s experience demonstrates how the right ERP platform can turn operational complexity into a competitive advantage.
