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#055: Changing the way we think of food – Geert Hendrix of Farmwall

By Jordan Michaelides

Geert Hendrix ( @farm_wall ) is the founder & CEO of Farmwall. Farmwall is a socially responsible, high-tech, urban agriculture company that aims to transform cities into food producing ecosystems. Their subscription-based, urban aquaponic-inspired farm supplies naturally-grown, fresh and delicious greens to award-winning cafes & restaurants such as well-renowned Top Paddock.

Geert is an incredibly humble and intelligent guy, building one of the more interesting local startups that I’ve come across. The trajectory for an infrastructure-based startup in the agriculture space is not as rapid as your typical software startup, but I have a strong belief that Geert is laying down the groundwork for a paradigm shift in agriculture.

Many thanks to our previous guest, Seb Lindner (Ep 41) for the introduction.

Key topics we covered include:

  • Geerts first experience of Vipassana
  • Travel, and how he got to Australia
  • Transitioning from craft beer to agricultural tech
  • Aus market compared to globally
  • Aquaponics and Farmwall
  • How his business model works
  • Advantages and impacts of an aquaponics style system
  • The future of Farmwall
  • The future of for-profit food production
  • Agricultural tech leaders

Listen to the episode

Watch the episode: 

SHOW NOTES:

01:43 – Introduction
04:28 – Geerts first experience of Vipassana
12:12 – Meditation
13:46 – Travel, and how he got to Australia
20:28 – Earliest childhood memories
23:08 – Why he stayed in Australia
25:17 – Transitioning from craft beer to agritech
26:50 – Aus market compared to globally
31:10 – Aquaponics and Farmwall
37:59 – How his business model works
41:35 – Advantages and impacts of aquaponics style system
45:48 – The future of Farmwall
55:21 – Farmwall’s leverage and momentum
58:48 – Farmwall’s new location
01:04:09 – The future of for-profit food production
01:06:53 – Agricultural tech leaders
01:08:40 – Books and resources
01:10:39 – Other careers of interest
01:12:17 – Morning and evening routines
01:14:33 – Most influential book
01:16:47 – Types of fish he has
01:18:11 – What he’s been listening to
01:19:15 – Who he thinks of in terms of success
01:20:37 – If he could have a billboard anywhere

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