Tractor Wheels

Case Study

Geoff Birch

The Producer

Geoff Birch, a grain grower based in Toowoomba, Queensland, is developing a seed treatment solution for the mung bean industry.


Though Geoff had completed successful trials of the technology prior to the F2F program, he had not conducted customer discovery to validate the industry need or understand the pain points of various customer segments (e.g., growers, seed processors, agronomists). 

Program learnings

During the program, Geoff conducted over a dozen interviews, deepening his understanding of the problem as well as identifying potential trial customers and commercialization partners.


To further test the viability of his idea, Geoff is developing a ‘purchase test’ that will include a brochure and direct email outreach with a target of signing on five trial customers for this season and building a broader waiting list for a launch in early 2021. 

Geoff believes that has a result of the program he is now looking at costs, marketing and market size in a clearer way and this will have a positive impact on his business going forward.


Supporting producers to transform agrifood and fibre

Don't miss your opportunity to take part. 

Join our mailing list today and we'll let you know when the next program opens for applications.

  • Facebook
  • Twitter

© 2020 All rights reserved, Farmers2Founders - Website by Ignite Consulting