Agribusiness Article: Understanding the reasons behind the failure of agtech adoption and the role of Minimum Viable Ecosystems (MVEs) in resolving these issues
In the rapidly evolving world of agrifoodtech, the key to successful adoption of innovative technologies lies not only in their technical superiority, but also in the way they are integrated into the existing agricultural value chain. This is where the Minimum Viable Ecosystem (MVE) approach comes into play.
Rob Ward, an expert in the field, has been at the forefront of this revolution. With a rich background in leadership roles at It's Fresh Ltd and Agaricus Robotics Ltd, Ward's expertise extends beyond the realm of individual technologies.
The MVE is the smallest set of partners, collaborators, and influencers required to validate and support a new model in the agrifoodtech industry. It's not about developing a single technology, but an interconnected network of partners and stakeholders that collectively enable adoption, collaboration, and mutual benefit across the agricultural value chain.
This approach involves mapping the entire ecosystem, engaging key partners, securing champion stakeholders to reduce risk, and building a collaborative consortium to share risks and learnings. By designing innovations with ecosystem dynamics in mind—engaging credible champion partners and publishing early successes—startups and innovators can overcome barriers to adoption and generate momentum.
The human side of adoption in any sector relies on a web of human relationships and meeting the six human needs: certainty, variety, significance, connection, growth, and contribution. By focusing on shared Key Performance Indicators (KPIs) and co-created value, innovators can build an MVE that caters to these needs, ensuring a smoother adoption process.
The real challenge in agrifoodtech adoption isn't a lack of innovation, but the absence of ecosystem architecture. Many promising technologies fail due to ecosystem resistance, lack of coordinated collaboration, or absence of alignment between partners in the supply chain. By launching as part of an ecosystem, rather than in isolation, innovators can overcome these barriers and achieve widespread adoption.
Investors and corporates are also on the lookout for evidence of MVE development. They seek assurance that technologies have a clear path to value creation and ecosystem traction. Therefore, it's essential for startups to map their supply chain, engage pivotal partners, and align their business models with supply chain partners to share benefits such as revenue share, cost savings, and expanded market access.
Rob Ward's strawberry farming innovation serves as a prime example of the MVE approach in action. By replacing unsustainable peat with coir, developing a new reusable growing container, aligning with irrigation and polytunnel providers, and demonstrating better fruit quality with fewer chemicals, he managed to gain buy-in from supermarkets. This strategy of building an MVE not only ensures all participants benefit from the new technology but also paves the way for real industry transformation and widespread adoption.
In conclusion, the MVE approach helps agtech innovations move beyond isolated solutions to build robust, scalable systems of collaboration and shared value, which is essential for real industry transformation and widespread adoption. As Rob Ward continues to advise agtech businesses and investors worldwide on market strategy, adoption, and growth, the future of agrifoodtech looks promising, with a focus on ecosystem architecture and mutual benefit.
- Rob Ward, with his background in business and technology, seeks to strengthen the finance aspect of his strawberry farming innovation, ensuring an equitable revenue share and cost savings among all partners within the Minimum Viable Ecosystem (MVE), thereby fostering a collaborative consortium and promoting widespread adoption.
- In the realm of agrifoodtech, the absence of proper ecosystem architecture often hinders the successful adoption of innovative technologies, making it crucial for startups to map their supply chain, engage key partners, and align their business models with supply chain partners to create mutually beneficial arrangements, similar to the strategy used by Rob Ward in his strawberry farming innovation.
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