What Farmers2Founders does

Farmers2Founders Pty Ltd is an Australian agrifood-tech innovation platform founded in 2019 by Sarah Nolet (AgThentic) and Dr. Christine Pitt (Food Futures Company). The company operates three integrated pillars: Startup Growth (structured accelerator programs covering ideation, building, and scaling of agrifood-tech ventures, plus a tailored Growth Studio advisory service), Market Development & Data (the TEKFARM farmer-led platform that connects producers with proven agtech solutions through a national network of agtech advisors), and Market Entry (the Land x Launch program, which positions F2F as the ANZ gateway hub within the Agrifood Futures global network spanning Asia, Europe and North America).

The company serves four primary customer segments: Australian agrifood-tech startups from ideation through scale, Australian primary producers seeking curated agtech adoption support, international agrifood-tech scale-ups entering ANZ markets, and a secondary segment of female founders supported via the TEKWOMEN program. Its technology stack is fundamentally a service delivery and program management layer rather than a software product; the proprietary components are the TEKFARM adoption workflow, the advisor network operating model, and the Land x Launch gateway framework rather than underlying software IP.

Farmers2Founders generates revenue through program fees for accelerator cohorts, Growth Studio 1:1 advisory engagements, and grant and co-funding arrangements with Australia's major agricultural Research and Development Corporations (AgriFutures Australia, GRDC, MLA, AWI, Wine Australia), the Australian Government (Incubator Support initiative, Agriculture Victoria, LaunchVic), and corporate partners. Pricing is not publicly disclosed and is delivered through structured programs with a Book a Call concierge as the entry point. The company is privately held, headquartered in Callala Beach, NSW, and operates with a small team of 11-50 employees.

Name

Farmers2Founders

Legal name

Farmers2Founders Pty Ltd

Website

https://farmers2founders.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

11–50 employees

Short description

Farmers2Founders is an Australian agrifood-tech accelerator and platform founded in 2019, running startup programs, the farmer-led TEKFARM agtech adoption platform, and the Land x Launch ANZ international market entry gateway within the Agrifood Futures global network.

Ownership category

akta.pro rank

Product category

Agrifood Innovation Services

NAICS

Farm Management Services (115116)

SIC

Agricultural Services (700)

akta.pro primary industry

Farm Technology Enablement & Data Integration Advisory (FMIS/ERP, IoT, Decision Support) (AFACAJAG)

akta.pro secondary industries

Supply Chain, Marketing & Contracting Advisory (Grain/Livestock Marketing) (AFACAJAH), Agricultural Production & Farm Operations (EDAOAOAA)

Keywords

• Agrifood-tech accelerator
• Agtech adoption platform
• Startup growth services
• Farmer-led innovation
• International market entry

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Growth Services and Strategic Advisory: Farmers2Founders provides growth services, educational resources, and strategic guidance specifically tailored to support agrifood-tech startups. Services focus on business strategy and development, market validation and customer discovery, product development and commercialisation planning, and connection to networks, mentors, advisors, partners, customers and investors. Revenue is generated through program fees for accelerator and growth services engagements.

Go-to-market motion1 record

Distribution channels6 records

Marketing channels8 records

Core offering

Farmers2Founders operates an end-to-end agrifood innovation pathway comprising structured accelerator programs (Ideation, Build, Scale), a farmer-led agtech adoption platform (TEKFARM), an international market entry gateway (Land x Launch) operating within the Agrifood Futures global network, and tailored 1:1 strategic advisory services through its Growth Studio. The company delivers programs and services to Australian agrifood-tech startups, primary producers (farmers, growers, livestock producers), and international agrifood-tech companies seeking entry into Australia and New Zealand.

Product overview

Farmers2Founders operates as Australia's most comprehensive agrifood innovation pathway, offering a platform of interconnected programs and services rather than a single software product. The core TEKFARM platform connects farmers and producers with proven agtech solutions through an advisor-led model. This platform is complemented by accelerator programs spanning the startup lifecycle: the Startup Ideation Program for concept assessment, the Startup Building Program for MVP development, and the Startup Scaling Program for growth acceleration. Land x Launch serves as the global market entry gateway through the Agrifood Futures network, while Growth Studio provides tailored 1:1 strategic advisory partnerships. The In-House Concierge service offers startups direct access to experienced team support for opportunity facilitation and connections. Together, these offerings form a comprehensive pathway from idea through to global scale for agrifood-tech innovators.

Differentiator

Problem solved

Functional benefit

Brands

• TEKFARM: A farmer-led platform connecting farmers, producers, and growers to local and global technology solutions that are 'fit-for-purpose' and proven to deliver real industry benefit.
• Land x Launch
• TEKWOMEN
• Growth Studio

Products and services

• TEKFARM A farmer-led platform connecting farmers, producers, growers and value chains to local and global technology solutions that are 'fit-for-purpose' and proven to deliver real industry benefit. Builds large datasets on technology performance and impact at the individual farm level, supported by a national network of agtech advisors (agronomists, livestock consultants).
• Land x Launch A gateway program for ambitious agrifood-tech founders to position for seamless international expansion. Connects with a global footprint spanning ANZ, Asia, Europe and North America, acting as the ANZ gateway hub within the Agrifood Futures global network.
• Growth Studio Tailored 1:1 commercial partnership providing hands-on strategic advisory services to individual local and international startups, offering customized coaching aligned to market-entry stage.
• Startup Ideation Program Ideation challenges and sprints for change-makers to assess and refine concepts with hands-on support and comprehensive learning experiences. Targeted at founders at the idea stage.
• Startup Building Program Early-stage program helping Australian agrifood-tech founders build a market-ready MVP, refine strategy, and hit growth milestones with expert guidance and a clear path to market entry.
• Startup Scaling Program Scale-up accelerator program bringing Australian agrifood-tech companies together through structured sprints to fine-tune business models, ramp up sales and unlock new funding opportunities.
• TEKWOMEN Female founders program supporting women entrepreneurs in agrifood-tech through workshops, networking, lunch and learn events, and accelerator pathways.
• In-House Concierge Highly experienced team support service helping startups work out needs, facilitate access to new opportunities and make strategic connections within the agrifood-tech ecosystem through a Book a Call concierge model.

Quantifiable outcome

• MagrowTec: 70% spray drift reduction, 20% improvement in canopy coverage, $47/ha direct chemical savings, 25% volume reduction (80 L/ha to 60 L/ha), $141k annual herbicide savings at 1,000ha with 3 applications, 14-month ROI period, A$786k total annual savings for dual-unit grains operation
• +4 more outcomes

Named customers11 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Twelve partnerships are on record, tiered core.

• Croplands EquipmentcoreChannel Partner/ Reseller/ DistributorOne of Australia's leading agricultural equipment and chemical distributors. Distribution agreement secured by MagrowTec (F2F Scale Accelerator alumnus) providing national dealer coverage for the Boom Kit magnetic spray technology across Australian grain growers.
• One AgcoreChannel Partner/ Reseller/ DistributorLeading Australian agricultural equipment and chemical distributor. Distribution agreement with MagrowTec (F2F Scale Accelerator alumnus) providing complementary national dealer coverage for the Boom Kit product.
• Thomas Jefferies (Elders) - TEKFARM AdvisorcoreImplementation/ SI/ Consulting PartnerAgtech advisor at Elders who recommended Precision Agronomics Australia to the F2F TEKFARM program. Acts as a key intermediary connecting technology providers with producers in the agricultural value chain.
• SQNNSW Innovation Hub (University of Southern Queensland)coreImplementation/ SI/ Consulting PartnerPartnered with F2F TEKFARM program to provide advisor support to Heritage Estate Wines in Cottonvale, QLD, facilitating drone technology adoption and integration with irrigation systems.
• Prisma TechnologiescoreTechnology or IntegrationQueensland-based agtech company providing DJI Mavic 3 Multispectral drones with NDVI imaging and bird control technology. Co-founder Rav Phull supported Heritage Estate Wines through TEKFARM program and identified opportunities for integration with DJI Dock 2 automated operations.
• TNQ Drought HubcoreImplementation/ SI/ Consulting PartnerTropical North Queensland Drought Hub plays a pivotal role in connecting agricultural producers to innovative agtech solutions. F2F created programs in partnership with TNQ Drought Hub to connect producers to agtech, including supporting GrazeMate's early customer discovery.
• CropX (Green Brain)coreTechnology or IntegrationSoil moisture probes, weather stations, and dendrometer technology used across multiple TEKFARM deployments (Quelltaler Vineyards, Brendan Magee advisory clients) for irrigation decision-making and soil health monitoring.
• Swan SystemscoreTechnology or IntegrationCentralised irrigation management and water budgeting platform used by Quelltaler Vineyards and Josef Chromy Wines through TEKFARM for planning irrigation based on actual in-block conditions from sensors and probes.
• Airborne LogiccoreTechnology or IntegrationAerial imagery provider delivering NDVI and thermal imagery to detect vine vigour variation, irrigation issues, and map variability across vineyards and broadacre operations within TEKFARM deployments.
• Agrifood Futures Global NetworkcoreStrategic or Co-development PartnerInternational agrifood innovation network of which F2F is one of three gateway hubs. Collectively the network builds and scales transformative agrifood solutions for deployment across ANZ, Asia, Europe and North America.
• Grower Groups and Farm Regional Development AssociationscoreStrategic or Co-development PartnerFacilitates and supports engagement with producer associations and regional development bodies across Australia as key collaborators in agrifood innovation adoption.
• Co-founders: Sarah Nolet (AgThentic) and Dr. Christine Pitt (Food Futures Company)coreStrategic or Co-development PartnerF2F was established by thought leaders Sarah Nolet of AgThentic and Dr. Christine Pitt of Food Futures Company, who identified the gap between agriculture and tech communities and co-founded the organisation to solve it.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Beanstalk AgTech: Australian agrifood-tech innovation hub offering accelerator programs, advisory, and ecosystem support to startups and producers. Closely mirrors F2F's mission of taking founders from ideation to commercialisation and supporting on-farm technology adoption.
• Rockstart AgriFood: European-headquartered accelerator running a dedicated AgriFood vertical with cohort programs, corporate partners, and follow-on fund. Directly comparable to F2F's accelerator-plus-investor model and target segment of agrifood-tech startups seeking market entry support.
• SproutX: Australia's flagship dedicated agtech accelerator and pre-seed fund, running cohort-based programs similar to F2F's Ideation/Build/Scale pathway. Directly comparable in target customer (Australian agrifood-tech founders), program structure, and mission to bridge agriculture and technology ecosystems.
• Startupbootcamp AgriFood: Global accelerator network with a dedicated AgriFood program offering cohort-based support to early-stage startups. Directly comparable to F2F's Build/Scale programs in format, target segment, and corporate-partner introduction model.

Others

• Tenacious Ventures: Australia and New Zealand-dedicated agrifood-tech venture fund investing in early-stage startups across the value chain. Comparable ecosystem participant targeting the same founder pool that F2F supports through accelerator programs, representing an adjacent capital partner rather than a direct accelerator competitor.
• AgThentic: Strategy and innovation advisory firm in agrifood-tech founded by Sarah Nolet, co-founder of Farmers2Founders. Operates in the same founder-and-corporate advisory niche and shares domain expertise and network overlap with F2F.
• Food Futures Company: Australian agrifood innovation consultancy founded by Dr. Christine Pitt, co-founder of Farmers2Founders. Operates in the same producer-led agrifood innovation space and shares founder DNA and network with F2F.
• AgriFutures Australia (evokeAG): Australian RDC and one of F2F's founding supporters; runs the flagship evokeAG agrifood-tech conference and innovation programs. Comparable as an Australian agrifood innovation convener and a key ecosystem player, though it sits more in RDC/funder territory rather than direct accelerator delivery.

Broad incumbents

• Plug and Play AgTech: Large global innovation platform with a dedicated AgTech vertical, corporate partnership network, and accelerator batches. Overlaps with F2F on agrifood-tech startup acceleration and corporate-introductions, but as part of a much broader multi-vertical platform.
• SVG Ventures / THRIVE: Global agrifood-tech accelerator and venture platform with multiple programs, corporate partner network, and a much larger capital base. Comparable as a global accelerator and innovation funnel for agrifood-tech founders, but operates at significantly greater scale and capital intensity than F2F.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

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• Xx.com/farmers2founder

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Farmers2Founders