A guide to creating a successful agribusiness venture

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Albie du Toit (South Africa) is a current student at ISAM studying the Master in international Agribusiness Management. He is passionate about nature and technology and the amazing solutions they can create together to create an agribusiness venture. With his background in chemical engineering and management consulting, he is looking to make game-changing and innovative impacts in the agribusiness world.


Imagine a world where you can buy food that is packaged in a material that is not only eco-friendly but also beneficial for the soil. A material that is made from agricultural waste that would otherwise be burned or discarded. A material that can reduce plastic pollution and greenhouse gas emissions. Sounds amazing, right?

This is one example of an idea for agribusiness. Agribusiness is more than just farming. It encompasses a whole industry that creates value from natural resources. It aims to maximize profit while meeting consumer needs and solving environmental problems. I like to think of it as the synergy between technology and nature.

But how does an idea become a reality? How do you take a concept and turn it into a product or service that can solve a problem or create an opportunity? This is the theme of this article: idea, development, startup. These are the essential steps for creating successful agribusiness ventures that can make a positive impact on the world.


The first step in creating an agribusiness venture is to come up with an idea. An idea is a potential solution to a problem or an opportunity to create value for customers or society. So how do you generate ideas for agribusiness? How do you generate a good idea, an idea that will work? 

We need to focus on the problem we are trying to solve. We can all generate great ideas. But how many of them are solving genuine problems that consumers are facing?  We start by asking questions. What are the problems or needs that exist in the industry? What are the trends or opportunities that you can leverage? What are the gaps or challenges that you can address? These questions require data to answer. And it can be found by:

  • Doing market research: Who are your potential customers and what are their pain points and preferences? Who are your competitors and what are their strengths and weaknesses? What are the best practices and benchmarks in the industry?
  • Getting customer feedback: What do they like or dislike? What do they wish they had or could do better?
  • Following industry trends: What are the emerging technologies or innovations that are changing the agribusiness landscape? What are the social, environmental, or economic factors that affect the industry? What are the regulations or policies that impact the industry?

Get out there and do some research. We have access to information like never before. Once you’ve outlined the problem and you have enough evidence to back it up, you can then start brainstorming ideas that solve these key issues. 


So, you have an idea and evidence to support it. Now we develop. Development is the process of designing, testing, and validating your product or service before launching it to the market. It is crucial for ensuring that your idea solves a real problem and meets customer needs. But how do you develop your idea? Here are three methods and frameworks that can help you design and test your idea:

  • Using design thinking: This is a human-centered approach that helps you empathize with your customers, define their problems, ideate solutions, prototype your product or service, and test it with feedback.
  • Applying lean startup principles: This is a methodology that helps you build products or services that customers want by following a build-measure-learn cycle. You start with a minimum viable product (MVP) that has the core features of your solution and test it with real customers. You then measure the results and learn from them to improve.
  • Adopting agile development practices: This is a set of values and principles that help you deliver products or services faster and better by working in short iterations called sprints. You collaborate with your team and customers to improve on each sprint.


One example of an agribusiness venture that used development methods to create its product is AeroFarms. AeroFarms is a vertical farming company that uses aeroponics to grow leafy greens without soil, pesticides, or sunlight. It uses 95% less water and 390 times less land than conventional farming methods. They used design thinking to understand the needs and preferences of their customers. They used lean startup principles to test their MVPs with different crops, locations, and markets. And they used agile development practices to iterate and optimize their technology, operations, and business model.

A class with many international students learning on how to create a successful agribusiness venture


The final step in creating an agribusiness venture is to launch your product or service to the market. Startup is the process of scaling up your product or service and growing your customer base and revenue. This is an essential step to ensure your idea can compete and succeed in the market. So how do you launch your idea? Here are some strategies:

  • Choosing the right market: You need to identify and target the market segment that has the most demand and potential for your product or service. 
  • Developing a go-to-market plan: You need to define and execute a plan that outlines how you will reach and acquire customers, how you will deliver and support your idea, and how you will generate and capture value from your customers.
  • Building a strong team: You need to recruit, train, and retain a team that has the skills, experience, and passion to execute your vision and mission. 
  • Securing funding: You need to raise enough capital to support your growth and expansion. Look into angle funding and venture capital firms. 
  • Measuring and improving: You need to track and analyze your key performance indicators (KPIs) and metrics that reflect your progress and success. This can help you learn and improve.


One example of an agribusiness venture that launched its product successfully is Indigo Ag. Indigo Ag is a biotech company that harnesses the power of microbes to improve crop health and resilience. They chose the right market by focusing on major crops that have high demand and potential. They developed a go-to-market plan by partnering with seed companies, distributors, retailers, and processors to reach and serve farmers. They built a strong team by hiring experts from various fields. And they secured funding by raising over $1 billion from investors. They then measured and improved by using data and feedback from farmers, buyers, regulators, and researchers to refine their products and services.

In this article, we have covered the three key steps for creating successful agribusiness ventures: idea, development, and startup. Remember that it’s important to define the problem you are trying to solve before entering the design phases to avoid wasting time, money, and resources on solutions that nobody wants or needs.

Agribusiness is a dynamic and diverse industry that offers many opportunities for innovation and impact. However, it also poses many challenges and risks that require careful planning and execution. But don’t let that stop you from pursuing your dreams. By following the steps and methods outlined in this article, you can increase your chances of turning your agribusiness dream into a reality. 

                                          “The future belongs to those who believe in the beauty of their dreams.” – Eleanor Roosevelt


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