Agtech - So What?

When a renewable energy developer approached Tracey Lefroy’s farm, she was very conscious of the tensions these projects could create between neighbors. Rather than negotiating individually, Tracey helped bring neighboring landowners in Western Australia’s wheatbelt together to create a joint approach. 

The group shared information and negotiated commercially together, creating greater transparency, trust, and a stronger voice in the process. Tracey has since drawn on that experience to help other landowners navigate similar projects as an independent consultant.

Tracey’s central message is that the conversation doesn’t need to begin with whether people are for or against renewable energy. Instead, it can start with a more practical question: If development is coming, how can farmers and communities shape it together to deliver the best possible long-term outcomes?

Sarah and Tracey discuss:

• What farmers need to consider when negotiating renewable energy agreements
• The long-term risks of hosting energy infrastructure, including erosion, water runoff, farm management, and decommissioning.
• How renewable energy income can support farm business resilience and why tax and land-rating implications matter.
• Why local procurement, skills development, and infrastructure planning are important for regional communities.
• How renewable energy could support new industries, including data centers and Australian fertilizer production.
• How to move from an extractive approach to development towards one that creates lasting regional benefits.

Useful Links:

• Cranmore Merinos
• Beyond Co-existence: Can Regions Shape Their Energy Future?
• Ag cooperatives : something old that can be new again? 
• The business case for electrifying agriculture, with Mike Casey?
• Regional Energy Collaboration Framework - the Energy Charter
• FPJ2302 – Sounness, C & Heindl, S (2026), Beyond coexistence: agri-energy collaboration - Australian Farm Institute
• Beyond decarbonization: the adaptation & resilience opportunity for agri-food

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.

Adoption isn't the final stage of ag innovation. And extension doesn’t just happen when workshops and fact sheets are added to research projects. Both need to be designed in from the beginning and supported for long enough for change to actually stick.

The agriculture system invests heavily in research and development, but getting a new idea from “it works” to widespread, sustained practice is another challenge altogether.

In this episode, Sarah Nolet talks with farmer, researcher, and extension expert Pip Job about what we might be getting wrong about agricultural adoption.

Pip has worked across Landcare, government, drought resilience, and venture-backed agtech startups. Her broad experience has given her a unique perspective on the different systems and incentives that shape how farmers adopt  (and sometimes stop adopting) new practices and technologies.

She argues that extension is about transformation, not transaction. Rather than simply getting information or technology in front of farmers, effective extension needs to understand the motivations, capabilities, risk appetites, and social contexts that influence whether people actually change.

The conversation also explores why agriculture could learn from fields such as behavioral science, implementation science, and human-centered design.

In this episode, we explore:

• Why extension and sales aren't the same thing
• Why “reach” doesn't necessarily equal impact
• What causes farmers to disadopt new practices
• Why extension is often treated as an afterthought to R&D
• What agriculture could learn from health, education, and other sectors
• How funding cycles and reporting requirements can work against genuine behavior change
• Why co-design needs to continue throughout a project, rather than happening once at the beginning.
• What a longer-term investment model for agricultural adoption could look like

Useful Links:

• Hub on the pathway to impact - Southern NSW Drought Resilience Adoption and Innovation Hub
• Five Lessons in (Effective) Agtech Adoption
• Why Good Agtech Doesn't Always Get Adopted, with Chad Godsey
• Australasian Pacific Extension Network
• Accelerating Agtech Adoption - Agrifutures
• Getting Agtech Ready - Agtech So What?
• FromDemo Farms to Adoption with Wine Australia
• Book: Change or Die

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.

Building a farm for an uncertain future means questioning some of the assumptions that have driven farming for decades.

For Simon Wallwork, a brutally dry season in 2010 was the catalyst for rethinking his farming system. After years of predominantly cropping, he began looking more closely at climate data and using it to inform changes to his agronomic practices and make the jump to bring livestock back into the business.

Since then, Simon's thinking has expanded from adapting to climate change, to actively preparing for what's next. He's been involved in Ag Zero, a farmer-led initiative exploring agriculture's role in the energy transition, while on his own farm he's experimenting with carbon farming, electrification, and on-farm energy hosting.

In this episode, Simon and Sarah explore what happens when farmers start thinking about technology, sustainability, and resilience not as separate issues, but as parts of the same system. For instance, rather than simply replacing a diesel tractor with an electric one, what happens when electrification and autonomy make the constraints of traditional farming systems start to disappear?

They discuss:

• Why diversification can be an important part of building farm resilience
• The shift from thinking about climate adaptation to agriculture's role in mitigation and the energy transition
• How carbon farming can change the economics of marginal land
• How autonomy changes the assumptions around machinery size and speed
• Simon's farm microgrid and the role of solar and batteries
• The potential role of electric tractors, trucks, and drone sprayers
• Whether electrification and autonomy could reduce the pressure for farms to continually scale up
• What energy independence could look like at the farm and regional level and why community ownership is critical
• How sustainability requirements could increasingly influence market access, finance, and insurance

Useful Links:

• Webinar: Nature Friendly Farming - Farmers for Climate Action
• The Business Case for Electrifying Agriculture, with Cherry Grower Mike Casey
• Agricultural autonomy and new ways of working with SwarmFarm Robotics
• Have we hit the tipping point for autonomy in ag? With Shane Thomas and Matthew Pryor
• Comparing science communication theory with participatory practice: case study of the Australian Climate Champion Program
• GRDC
• Corrigin Farm Improvement Group

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.

As technology makes equipment more autonomous, precise, and serviceable from anywhere, will dealers become less important? Or will they become an even more valuable technology-enabled partner to farmers?

Today, Shane Thomas (Upstream Ag Insights) joins us to unpack the underlying economics of ag equipment dealers in our latest, Business Model Breakdowns episode of AgTech So What? 

As many know, dealerships are where most equipment gets sold, serviced, and supported.  But the business model is more complicated than simply selling tractors and parts. And, it’s changing. 

We examine dealers largely by breaking down Titan Machinery, the world’s largest CNH dealership, with around $US 2.5 billion in revenue and more than 100 locations across the US, Eastern Europe, and Australia.

The surprising part? The equipment itself isn't where most of their profits come from. While equipment sales make up the majority of dealership revenue, parts, service, and rentals generate the majority of gross margin.

In this episode, Sarah, Matthew and Shane discuss:

• How the agricultural equipment dealership business model works.
• Why parts and service are so important to dealer profitability.
• Whether technology could fundamentally change the role of the dealer. 
• The role of equipment financing and inventory management.
• Why used equipment can create significant balance-sheet risk.
• How dealer consolidation changes the economics of the business.
• Agtech companies attempting to go direct to farmers.
• Whether trust and rapid service will remain powerful advantages for dealers.

Got a business model in ag you’d like for us to break down in a future episode? Let us know!

Useful Links:

• Investor Relations - Titan Machinery
• Will China’s cheaper tractors disrupt ag equipment? - Tenacious Ventures
• CNH
• Dealers AGCO Corporation, Fendt Australia, John Deere
• Blurring the Line Between Farmer and Ag Retailer - Tenacious Ventures
• Tech: SwarmFarm Robotics, Harrington Seed Destructor, Carbon Robotics
• 7 Powers - The Foundations of Business Strategy, Hamilton Helmer

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.

Companies: Titan Machinery • Topics: ag-retail, farm-machinery, business-model, agtech-ecosystem

What happens when you stop thinking about trees and agriculture as separate systems?

In this episode, sixth-generation Australian farmer and engineer Michael Taylor explains what decades of planting trees have taught his family about farming, resilience and innovation.

On their New England Tablelands farm, “Taylor’s Run,” the Taylors began planting trees for a practical reason: shelter. But over generations, those trees have become part of a much bigger story about agroforestry, biodiversity, natural capital, and the complex interactions at work across a farming system.

Michael discusses why farming, despite his engineering background, is one of the most complex systems to manage. He shares the lessons that have emerged over decades of tree planting, as well as the mistakes. And the unexpected benefits those experiences have revealed.The conversation also explores what happens when we try to put numbers around nature. Michael discusses how natural capital accounting and data can help demonstrate, in tangible figures, some of the things farmers already see and observe in their landscapes.

Sarah and Michael also discuss:

Useful Links:

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.

Topics: agroforestry, natural-capital, biodiversity, climate-risk, agtech-ecosystem

What if crops could tell you when they were sick, before you could see the symptoms?

Gary Schaefer leads the commercial organization at InnerPlant, a company with a radically different approach to crop monitoring: engineering plants to communicate when they are under stress. 

InnerPlant’s technology enables plants to emit a fluorescent signal within hours of infection by specific diseases, potentially giving farmers access to real-time information about what is happening in their crops. Their first commercial product, CropVoice, uses strategically placed “sentinel” plants to provide localized information about fungal disease risk in soybeans.

But like all things in agtech,  technology is only part of the story. 

In discussion with Dr Madeline Mitchell, Gary shares what InnerPlant has learned about bringing a new category of agtech to market. If plants can tell us what’s happening before we can see it, what else might that change about agriculture?

Useful Links:

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.

Companies: InnerPlant • Topics: ag-data, ai, crops-horticulture, innovation

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:

Useful Links:

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.

Companies: RB Sellars • Topics: marketing-brands, supply-chain, agtech-ecosystem, people-culture

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:

Useful Links:

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.

Companies: Green Evolution Technologies • Topics: ag-tech-adoption, ag-data, soil-health, farm-economics

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:

Useful Links:

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.

Companies: Chobani, Alpha Food Labs, Bionutrient Food Association, Edacious • Topics: food-consumer, soil-health, food-systems, innovation

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:

Useful Links:

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.

Companies: RCS • Topics: soil-health, farm-economics, regen-ag, crops-horticulture