About
Our mission
Enable growers to continuously monitor crop water status.
We don't stop at volumetric soil moisture probes. Vital measures soil matric potential, direct evapotranspiration, and canopy temperature—signals that show how a crop is responding to water, not just how much moisture is in the soil. We ground truth those readings with pressure chamber measurements to provide a science-based water stress baseline.
Mason Lanphear
Founder & operator
Mason didn't grow up in a farming community, but he's always been an outdoorsman with a deep respect for the land. With a background in environmental science and a passion for technology, he's driven to solve real-world problems with practical, creative solutions. He found his niche in agriculture—helping growers manage irrigation with simple, affordable tools, while supporting better stewardship of water and natural resources.
Michael Roy
President & owner, Roy Farms · Vital co-owner
Michael Roy is a fifth-generation hop grower in Washington's Yakima Valley and president and owner of Roy Farms, the Moxee-based operation founded in 1907. He leads a vertically integrated farm and processing business known for its commitment to sustainability.
Michael has spent his life in the industry and is deeply focused on water—irrigation, conservation, and new approaches to managing it. As a co-owner of Vital, Roy Farms serves as our flagship working farm, where the platform was developed and proven in real-world conditions.
Podcast
Mason joined Mike on No Dirt No Flowers for a conversation on water, irrigation, and sustainable water management with Vital.
Listen on Spotify — Sustainable Water Management / Ft. Mason Lanphear