Suply Ltd, a Northern Ireland-founded startup, is transforming the way the world ships perishable goods—using AI built in Belfast.
In just 12 months, Suply Ltd has quietly assembled one of the most advanced AI teams in cold chain logistics—right here in Northern Ireland. The company, founded by Barry Rollins, is harnessing artificial intelligence to monitor and predict the condition of global shipments of fresh produce and premium goods, from cherries and table grapes to avocados, citrus, wine, and more.
With a fast-growing operations hub in Belfast and teams on the ground across Latin America—including Chile, Peru, and Ecuador—Suply’s intelligence is already overseeing hundreds of millions of dollars in fresh exports, helping some of the world’s largest produce companies ship smarter and reduce risk.
Suply will open a new office in Copenhagen this July, expanding its European footprint and reinforcing its commitment to global operations. “We chose Northern Ireland as the foundation because of the talent, the resilience, and the edge,” said Rollins. “We’re building world-class AI in Belfast and deploying it across global markets where real-time visibility, predictive insights, and claims automation are now critical.”
READ MORE: Whitespace Selected for UK Ministry of Defence’s Landmark Innovation Initiative
Suply’s system goes beyond basic tracking. Its AI engine integrates IoT data, shipping line updates, and external signals such as port congestion and weather, delivering actionable intelligence throughout the journey. The company is also building a parametric insurance product, using its data to accelerate claims handling and improve outcomes for customers.
Driven by high demand, Suply is actively expanding into new markets including Kenya, South Africa, Australia, and Mexico.
“We’re not just tracking shipments—we’re redefining how value moves,” said Rollins. “And Belfast is at the heart of it.”
Read the latest edition, Spring 2025, of Sync NI here completely free of charge.
Subscribe to the Sync NI newsletter for all the latest technology news, jobs and upcoming events in Northern Ireland.
Visit Sync NI online for the latest technology news in Northern Ireland.
