Chemical Free
Weed Control
for Healthier Food
iTerra leverages high pulsed power to eliminate weeds at the root without harming crops, disrupting soil microbiology or leaving chemical residues. Using AI-driven detection, the system targets each weed individually with controlled, high-energy pulses without damaging the crops.
Farmers worldwide control weeds using chemical herbicides, which accumulate in soil, water and food chains, raising environmental and health concerns and impacting ecosystems. Many weed species have developed resistance to common herbicides, forcing growers to use more to maintain effectiveness. iTerra integrates AI detection systems to guide its high-precision end effectors on tractor-towed platforms, while also developing an autonomous vehicle version of the technology.
The iTerra solution kills weeds down to the root and leaves them behind in the soil to act as nutrients for the healthy crop, helping maintain soil health and supporting long-term crop performance.
Initial research conducted at l’École d’Ingénieurs de Purpan in Toulouse, France, confirmed the company’s results showing that iTerra technology works on all soil microbiology, with high weed-control efficiency.
iTERRA MANAGEMENT TEAM
Romain Leray is CEO of iTerra, leading the company’s strategic direction, organizational development and commercial deployment roadmap for high-pulsed-power weeding technology. In this role, he operates as the functional head of the program, guiding the transition from prototype validation to scalable field deployment, structuring partnerships, and shaping iTerra’s operating model for growth.
Prior to iTerra, Romain served as Partner & Managing Director at MIS Group, where he led international expansion and product-market strategy from London. He later became Chief Revenue Officer at Smart Connect Research, an expert network supporting strategic and investment decision-making across corporate, institutional, and private equity clients. Across these roles, he built commercial organizations, restructured operating models, and developed market positioning strategies across a wide range of industries, including FMCG, B2B SaaS, industrial technology, and healthcare robotics.
Romain’s work focuses on turning strategic vision into operating reality — designing systems, aligning teams, and guiding emerging technologies toward market adoption.
Mr. Frescaline founded I-Pulse with Robert Friedland in 2007 to develop high-pulsed power solutions for civilian applications and served as the company’s first CEO. He sold ITHPP in 2010 to fully commit to the advancement of high pulsed powered solutions with I-Pulse.
He also co-founded and served as director at Marseilles-based Kietta, a company developing a seaborne drone technology offering a revolutionary approach to offshore seismic exploration while protecting sea life.
Mr. Frescaline was granted the title of Chevalier de l’Ordre National du Mérite (Knight of the National Order of Merit) in 2010, at the age of 43 for exceptional contributions to French national security and defense.
At I-Pulse, he has overseen the development and launch of multiple technologies as well as their commercialization through independent subsidiaries with dedicated, expert management teams.