This week we share our chat with James Madden, the Founder and CEO of Flinders + Co – the first meat company in the world to become completely carbon neutral back in December 2018.

James isn’t afraid to share his failures – in fact, it’s what led to new business opportunities for the Australian carbon neutral meat supplier.

Our evokeAG. Editor, Samantha Noon speaks with James about the demand for carbon-neutral products, consumers' purchasing behaviours and the path-to-market in the highly competitive shelves of major retailers, like Coles.  

James’ willingness to share his learnings, as well as his successes, has been a welcome conversation on platforms like LinkedIn. Here we learn more about the evolution of Flinders + Co in a rapidly changing market and why embracing “failure culture” could lead to greater innovation and success for Australian startups.