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

By Jordan Michaelides
February 28, 2018

Geert 1   Tony Gough

Image credit: Herald Sun, Tony Gough

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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


Enjoy 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


Links