LATAM AgTech: Understanding Regional Nuances for Growth
Description
In this episode of the podcast, Thomas Slattery interviews Mark Jarman, founder of AgriTIERRA, a consultancy that bridges the gap between Latin American (LATAM) and UK markets, particularly in the agritech and digital agri-food sectors. Mark shares his journey from working with a UK innovation center to starting his own consultancy in Bogota, Colombia. We discuss the opportunities and challenges for UK agritech companies in the LATAM region and the importance of understanding the diverse agricultural landscape.
Mark's background includes leading the agriculture and food work at a UK Catapult. He has been working with Agri-EPI, to identify potential international smart farm partners and ecosystems in the LATAM region. The goal is to create a two-way collaboration between UK and LATAM companies, leveraging the strong UK brand perception in the region. The LATAM market offers unique opportunities for UK agritech companies due to its enormous size, diverse agricultural landscape, and the perception of quality associated with the UK brand. However, it is crucial for UK businesses to understand the differences across the region, tailoring their products and services to the specific needs of each area. Building partnerships and ecosystems is key to success in the region, as well as fostering relationships and understanding the local culture.
United States
