The strawberries in your cereal come from China. The farmer who grew them likely lost money. And the most sophisticated prediction models miss the human variables that determine whether food systems actually work.
My latest conversation with Martha Montoya, founder of Agtools Inc., revealed uncomfortable truths about how we think about #agricultural #commodities and #technology.
Three insights that challenged my assumptions:
1. The Pattern Recognition Problem - Martha's journey from Colombian coffee farms to Charles Schulz's mentorship to founding a financial technology platform that rivals #Bloomberg for specialty crops taught me this: the most valuable market intelligence comes from understanding human behavior patterns, not just weather data. Her parents' social enterprise work with rural-to-urban migrants gave her a 20-year crash course in psychology that now informs how she builds technology for farmers.
2. The Invisible Labor Economics - When supply chains break, everyone gets paid except the farmer. Martha witnessed this repeatedly across decades of global sourcing. Her contrarian insight: we can't "disrupt" agriculture because food follows natural patterns that technology must serve, not override. The future belongs to season operators who understand both soil and spreadsheets.
3. The Gender Leadership Gap - 96% of US farms are family-owned, and Martha observes that women make the critical business decisions behind the scenes. Yet venture capital consistently funds young male founders who've never held a hoe much less farmed for a full season.
Her advice to #investors: bet on experienced women in #agriculture who've been operating in the shadows while building deep domain expertise.The counterintuitive conclusion: The most advanced agricultural intelligence platform isn't trying to eliminate human judgment—it's amplifying the pattern recognition that comes from decades of watching how markets, weather, and human psychology intersect.
Martha's work at Ag.Tools tracking more than 76 variables across specialty crops reveals something profound about building in any complex system: the data that matters most often lives in the spaces between disciplines, in the conversations over coffee, in the decisions made by people who understand that a strawberry harvested at 6 AM must be sold by 9 AM or it becomes worthless.
For #founders building in complex markets: your most sophisticated algorithms are only as good as your understanding of the human patterns they're meant to serve.
Chapters00:00 Episode Introduction and Patterns in Agriculture02:56 The Journey from Cartoonist to Agricultural Expert05:56 Understanding Supply Chains and Market Dynamics08:49 The Role of Farmers in the Supply Chain11:45 Transitioning to Entrepreneurship and Consulting14:42 The Impact of Global Markets on Specialty Crops17:40 Building a Platform for Agricultural Futures20:47 The Complexity of Specialty Crop Markets23:46 Navigating Climate and Economic Challenges26:37 The Future of Agriculture and Sustainability41:16 The Transition from Tobacco to Strawberries42:07 Innovating Agriculture with Robotics and Technology43:51 The Case for Open, Vertical Farming46:56 The Role of Community and Legislation in Agriculture47:32 Data-Driven Decision Making in Agriculture49:27 Understanding the Supply Chain Dynamics52:30 Intercontinental Food Supply and Trade54:30 The Importance of Women in Agriculture01:02:31 Life Lessons from Agriculture01:07:00 Investing in Experienced Leaders in Agriculture
https://tenseurcapital.com/
https://www.agtechtools.com/
#AgTech #VentureCapital #Earth #FoodSecurity #Futures
