Agtech - So What?

Agriculture often talks about telling a better story, but Jim Gall, the CEO of RB Sellars argues the real challenge is giving people something worth believing in.

RB Sellars is a workwear brand that’s well-known in regional Australia, largely for its work shirts. In this episode, Sarah speaks with Jim about why the strongest brands don't simply market themselves, rather they’re using technology, data, and transparency to earn trust. From AI-powered customer service and fiber traceability to customer insights and regional investment, Jim shares how innovation can strengthen relationships rather than replace them.

Drawing on his unique career spanning journalism, marketing, farming, and leadership, Jim explains why agriculture's future depends on businesses that understand their customers, invest in their communities, and build stories grounded in truth.

Sarah and Jim discuss:

Why traceability and provenance are becoming strategic advantages for agricultural businesses.

How RB Sellars uses customer data and agricultural insights to decide where to invest.

Why understanding farmers' seasonal needs changes the way products are designed and sold.

The leadership philosophy that encourages innovation through radical candor.

How combining data with local knowledge leads to better commercial decisions.

What agtech founders can learn about building brands that customers genuinely believe in.

Useful Links:

RB Sellars and Woolmark partner to champion Australian Merino wool

New Partnership highlights the appeal of Australian cotton

Putting cotton farmers at the forefront of the cotton industry, with Marzia Lanfranchi

Cotton Australia

The Woolmark Company

For more information and resources, visit our website. 

The information in this post is not investment advice or a recommendation to invest. It is general information only and does not take into account your investment objectives, financial situation or needs. Before making an investment decision you should seek financial advice from a professional financial adviser. Whilst we believe the information is correct, we provide no warranty of accuracy, reliability or completeness.

How do you know when a new agtech product is actually ready for the farm? 

Growing up on a family farm in Colorado over the declining Ogallala Aquifer, Chad Godsey has spent his career searching for ways to improve water and nutrient efficiency.  These days he’s the Chief Agronomist for Green Evolution Technologies, which has a hydrogel technology that’s engineered to store water and nutrients in the soil.

This episode explores why adoption looks different on every farm, how growers are increasingly using their own data to assess new products, and why farmer confidence, not just evidence, is often the biggest barrier to change.

Hosted by Tenacious’ Dr. Maddie Mitchell, they discuss why Green Evolution Technologies has deliberately taken a slower path to market, the role of farmer investors, and how building a product around real farming systems (versus chasing rapid growth) can create stronger businesses in the long term.

Maddie and Chad discuss:

Why farmers trust their own on-farm trials more than research papers

The realities of the technology adoption curve in agtech

Why startup timelines don't always match farming timelines

The commercialization strategy behind Green Evolution Technologies

Why efficiency is becoming more valuable than simply increasing yield

The role of hydrogels in improving water and nutrient use efficiency

Useful Links:

Is Agtech Broken for Venture Capital—or Are We Asking the Wrong Question?

When Kansas dries up…in 2050, with Dan Northrup

Pivot Bio

Godsey Precision Ag

GreenSeeker tool might help reduce your nitrogen costs - Corn

Accelerating the development of agtech worth adopting

For more information and resources, visit our website. 

The information in this post is not investment advice or a recommendation to invest. It is general information only and does not take into account your investment objectives, financial situation or needs. Before making an investment decision you should seek financial advice from a professional financial adviser. Whilst we believe the information is correct, we provide no warranty of accuracy, reliability or completeness.

What if the future of food isn't about convincing people to care more about sustainability, but rather focusing on what can improve taste?

In this episode, Tenacious’ Dr. Maddie Mitchell speaks with food futurist and innovation strategist Mike Lee about the forces shaping the future of food, agriculture, and consumer behavior. 

Mike has spent his career helping some of the world's largest food companies think differently about innovation. He's also the author of Mise: On the Future of Food, a speculative magazine from the future that explores what food systems could look like over the coming decades.

Together, Maddie and Mike unpack why consumers consistently say they care about sustainability but continue to buy based on taste, convenience, and price. They explore the growing interest in soil health and why one of the biggest opportunities for agtech may be proving the connection between healthy soils, flavor, and nutrient density.

They discuss:

Why taste still beats sustainability at the checkout

The emerging connection between soil health, flavor, and nutrition.

What agtech startups can learn from systems thinking

The links between personalized nutrition and crop diversity

Who’s driving more change: big food companies or startups

Useful Links:

Will consumers and companies ever pay for nutrition and soil health?

A New Blueprint for Big Food - by Mike Lee

Eating to Extinction 

GLP-1s are reshaping the food system — are midstream companies ready?

Companies mentioned: Chobani, Alpha Food Labs, Bionutrient Food Association, Edacious

For more information and resources, visit our website. 

The information in this post is not investment advice or a recommendation to invest. It is general information only and does not take into account your investment objectives, financial situation or needs. Before making an investment decision you should seek financial advice from a professional financial adviser. Whilst we believe the information is correct, we provide no warranty of accuracy, reliability or completeness.

With the surname “Kentish,” Nic carries his family’s potato growing legacy. While it's one of pride, the journey has certainly not been easy.  After returning to the family farm in South Australia, he found himself confronting one of the biggest challenges many farming families face: how to build a profitable, sustainable business in an increasingly volatile industry.

In this episode, Nic Kentish unpacks his lessons learned from decades in farming, including a difficult transition into organic potato production that ultimately left the business carrying significant debt. Nic speaks candidly about the financial and emotional pressure that comes with succession, the realities of running high-risk agricultural enterprises, and why understanding your gross margins matters just as much as understanding your soils.

Now an educator with RCS’s Grazing for Profit program, Nic explains why he believes agriculture must be viewed as a connected system: where soil health, profitability, relationships, livestock management, and technology are all intertwined. The conversation explores regenerative agriculture, biological farming, and why Nic prefers to focus less on labels and more on outcomes.

Sarah and Nic discuss:

Why “great technology” still has to solve real on-farm problems

The lessons Nic learned from transitioning to organic farming

Gross margins, debt, and the hidden pressures of succession

Why soil health and profitability are deeply connected

The role of observation and intuition alongside agtech

Why family relationships are often the biggest risk, or strength, in farming businesses

How farmers can build resilience in increasingly variable conditions    

Useful Links:

The Warble Podcast | RCS

Change Agent: The maverick agronomist who changed grazing methods - ABC News

Optiweigh

Low Stress Stock Handling - Farmsafe

Arden Andersen - Soil Learning Center

Halter’s $2 billion question, with founder Craig Piggott

Regen Ag Series

Australian Rural Leadership Foundation

For more information and resources, visit our website. 

The information in this post is not investment advice or a recommendation to invest. It is general information only and does not take into account your investment objectives, financial situation or needs. Before making an investment decision you should seek financial advice from a professional financial adviser. Whilst we believe the information is correct, we provide no warranty of accuracy, reliability or completeness.

[12:00:00] Sustainable farming has to be profitable.

[00:23:00] Regen ag is about outcomes not labels.

[00:37:00] Good tech supports farmer intuition

What if one of agriculture’s most controversial “waste problems” is actually its most overlooked opportunity?

Daniel Carson is an entrepreneur based in New Zealand, who wants to transform the beef industry from the ground up by directly addressing the challenge of what happens to non-replacement dairy calves.

Through his startup, Miti, Daniel is building a new model that grows these calves into “young beef” and turns them into value-added protein products. But the product itself is only part of the story. It’s also a demonstration of a new production and supply chain system that’s designed to better align with global demand for lean protein and lower emissions.

Daniel explains how this system leverages existing biological advantages from fast-growing dairy animals, built-in traceability, and shorter production cycles, to create a lower-emissions protein source. But despite strong fundamentals at the farm level, scaling the model runs into a familiar agtech barrier: the cost of infrastructure.

Processing systems, supply chains, and industry incentives are all designed around large, premium carcasses. Therefore, to truly unlock the value potential Daniel believes in, some well-established systems would need to be challenged. 

Daniel and Sarah discuss:

Why “waste streams” like bobby calves represent a major untapped protein opportunity

How the cost of infrastructure, like processing systems, constrains innovation in agriculture

Why lean protein, not premium cuts, is the most constrained global beef category

How emissions, traceability, and data could reshape value in red meat supply chains

The challenge of driving system change when incumbents are incentivized to maintain the status quo

Useful Links:

Mīti Turns Dairy Challenge into Award Winning Innovation - Gardiner Foundation

Miti founder 'blown away' by winning innovation award

Supplying sustainable beef to McDonalds - Tenacious Ventures

Tackling enteric emissions series - Tenacious Ventures

💡3 reasons why dairy is the new beef - by Janette Barnard

For more information and resources, visit our website. 

The information in this post is not investment advice or a recommendation to invest. It is general information only and does not take into account your investment objectives, financial situation or needs. Before making an investment decision you should seek financial advice from a professional financial adviser. Whilst we believe the information is correct, we provide no warranty of accuracy, reliability or completeness.