Case Study

Joe Siebert

The Producer

Joe Siebert is a grape grower and viticultural agronomist in the McLaren Vale region in South Australia.


 He signed up for the F2F program because he had three different business ideas he was interested in pursuing and wanted the guidance to decide which idea to pursue. 


Program learnings

During the program, Joe undertook customer interviews and determined that the idea with the most promise was to develop an automated fruit yield estimation technology with the goal of eliminating the current labour intensive and inaccurate method.


On conclusion of the program, Joe was committed to pursuing the idea and is now partnering with a robotics engineer to assist with some of the more technical aspects.


Supporting producers to transform agrifood and fibre