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AgNavigator News
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Wildfarmed’s new partnerships with Lloyds Banking Group and Nestlé’s KitKat brand demonstrate a potential blueprint for scaling regenerative agriculture. The Lloyds-backed Food & Nature Resilience Fund offers farmers financial incentives for delivering environmental benefits, while the KitKat deal integrates regenerative wheat into a major consumer product, creating significant demand. These collaborations address the dual challenges of farmer economics and mainstream market access, suggesting that wider adoption of regenerative practices depends on both financial support and integration with household brands.
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A new paper by Jorge Fernández-Vidal argues that agtech firms should prioritize “context-responsive scaling” by learning from the challenges (“friction”) they encounter in different markets, rather than trying to eliminate them. The study finds that successful scaling in agriculture depends more on adapting to local social, organizational, and institutional realities than on technology alone, and that top-performing companies develop systematic routines for learning and adaptation. Rather than standardizing products globally, these firms maintain a core platform while allowing flexibility in local implementation, creating what the author calls a “global learning system.” The paper suggests these insights are relevant beyond agtech, applying to other sectors facing complex, varied environments.
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Brazil moves more of its agricultural production upstream — unlocking a biofuel opportunity.
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