In this episode of Ag Tech Talk, we’re joined by Jennifer Goldston, Founder and CEO of AgTech PR, to dive into the critical role of communication in bringing new agricultural technologies to market. As ag tech continues to evolve alongside crop inputs like agrochemicals and biologicals, clear messaging, trust-building, and data transparency are becoming just as important as innovation itself.
Goldston shares her insights on how companies can better position their solutions across the value chain, from growers to regulators, and avoid getting lost in the noise of a crowded marketplace. It’s a conversation about strategy, storytelling, and why even the best technology needs the right narrative to make an impact.
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Podcast Transcript:
* This is an edited and partial transcript of this podcast.
ABG: When it comes to working alongside traditional crop inputs like chemicals and biologicals, how can ag tech companies better explain their value and build trust across the industry?
Jennifer Goldston: Across the industry, everyone is focused on the same core goals: productivity, sustainability, and profitability.
With so many innovative tools available, it can create confusion for growers. No single product solves everything, so ag tech companies need to understand where they fit with the broader solution.
Trust begins with data, at least three years of consistent field results, and the ability to clearly communicate what the product does and how it performs.
ABG: Ag tech produces powerful data, among them soil health metrics, sustainability tracking, carbon insights, but turning that into business value isn’t always simple. Where do you see the biggest communication gaps with input providers and growers?
JG: One of the biggest challenges is timing. You only get one shot to make a strong first impression. Many startups are eager to sell once they have a product and funding, but they launch before their message is truly ready.
Companies need a solid data package, clear use cases, real field examples, and a defined target audience. Yield improvement is expected—so beyond that, what is the unique value? Too often, the value proposition gets watered down because the differentiation isn’t clearly defined.
