John Fargher grew up on a sheep and cattle station in South Australia's Flinders Ranges, where innovation wasn't a buzzword. It was a necessity.
From School of the Air and life on a remote station to practising law in London, John's path looked a long way from building one of agriculture's most recognised technology companies. But a conversation in a London pub changed everything.
Together with fellow co-founders Kevin Baum and Justin Webb, John left his legal career behind to tackle one of agriculture's biggest challenges: helping livestock producers move beyond paper records and make better decisions using data.
More than a decade later, AgriWebb supports producers across Australia, the UK, North America, South America and beyond, helping digitise livestock businesses while connecting farmers more closely with supply chains and the future of food production.
In this episode, John reflects on the journey from startup garage to global ag-tech business, the realities of building a company in one of the world's least digitised industries, and why earning farmers' trust has always mattered more than building software.
The conversation also explores AgriWebb's recent acquisition by URUS, the future of livestock data, and why John believes agriculture still has enormous untapped opportunities for innovation.
Key insights from the conversation:
- Growing up on a remote station in the Flinders Ranges
- Leaving a legal career in London to co-found AgriWebb
- Why agriculture was still running on paper when AgriWebb began
- Building a startup before ag tech was an established industry
- The lessons from growing a global software business
- Expanding into the UK, North America and Brazil
- Why digitising agriculture remains one of the industry's biggest opportunities
- The role of trust, partnerships and culture in scaling a business
- How AI, data and genetics could shape the future of livestock production
- What's next for AgriWebb following its acquisition by URUS
Chapters:
00:00 Introduction to AgriWebb and its origins
00:33 John Farger's background and childhood in the Flinders Ranges
01:01 The early days of AgriWebb and its mission
02:24 Recent milestones and the URUS acquisition
06:40 John’s childhood and the influence of farming life
09:39 The start of the AgriWebb story in London
12:00 The founding of AgriWebb in Melbourne
13:40 The state of Australian agtech a decade ago
16:08 The initial problem in livestock digitization
20:51 Pivot from hardware to software focus
23:41 Technological evolution and early challenges
27:55 Business model evolution and market education
30:49 Competitive landscape and category creation
33:11 International expansion and market entry strategies
37:26 Building a global business with a unified culture
41:24 Company culture and employee engagement
45:46 Lessons from market fluctuations and industry challenges
49:00 Managing noise and trends in ag tech
51:46 Future opportunities in agriculture and advice for entrepreneurs
55:33 Vision for the next decade and impact goals
58:57 Connecting farm data to global supply chains
01:03:50 The role of sustainability and corporate responsibility
01:06:01 Reflections on the journey and future outlook
This episode of Humans of Agriculture is proudly brought to you by Rabobank, Australia's Most Recommended Agribusiness Bank for three consecutive years running.*
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*RFI Global Australian Banking & Finance Awards