Future Food
Future Food
Jul 3, 2019
Consumer Signals Influence the Biggest Agtech Startup: Indigo Ag
Play • 43 min

In this episode of Future Food, I speak to Jennifer Betka, the chief marketing officer of Indigo Agriculture, the Boston-based agtech startup that's one of the highest valued in the industry today.

Jennifer is an expert marketer with a career spanning many different industries outside of agriculture, most recently at StubHub the event ticketing business, so it's really interesting to hear about her transition into this industry.

Jennifer does a great job explaining the work of Indigo that has transformed from a seed technology to a full service for farmers and a supplier of sustainable ingredients for food companies. And she talks about her marketing strategy.

"When I look at our brand, I think it's a really curious brand that's asking really important questions," she said giving an example of research she's doing into consumer signals. "If growers can be incentivized to put carbon back into the soil, do consumers care?"

I absolutely loved this conversation with Jennifer and please hang in there for some excellent insights around the 25 minute mark and onwards.


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