Not long ago, Frida Jonson and her co-founder Lovisa Madås realized that the FoodTech and AgTech worlds were unfolding in parallel. No journalism outlet was covering all sides of the story from farm to fork. So, they started AgFo, a digital media outlet covering the intersection of agriculture and food in Sweden.

AgFo’s journalists travel all over the country reporting on different trends, perspectives, and innovations in the food system. Today, Frida gives us a front row seat to the conversations being had, the emerging trends, and collaborations to look out for. We also discuss why journalism is important for ecosystem development and connecting diverse communities.

Key Minutes & Show Notes

How and what we eat affects global markets and stability. 

2:40 What is AgFo and the journalistic focus? 

No one was reporting on the whole food chain from farm to fork.

4:10 What methodology do you use to make sure you cover all perspectives of the food chain? 

Today, sustainability is not at the core of every company. I hope that will be the truth. 

5:30 How is AgFo connected to LRF Media? 

6:20 Why do we need this bridge between AgTech and FoodTech? 

We need to talk in order to be able to meet the challenges in front of us. There hasn’t really been a good platform for everyone to speak with each other before. 

7:35 What does the platform you’ve built look like? 

AgTech 2030 is a really interesting collaboration with a focus on IoT, AI, and sensors. 

13:10 How do you get the different stakeholders to talk to each other? 

We need to have a holistic view and a good knowledge about how one innovation or product effects others in the system. 

15:00 How does one judge the impact of their innovation on the rest of the community? 

We are always lifting up the scientific community. No one knows where you are, what conditions you have, and the impact on your community. You know best. 

22:30 What will the FoodTech ecosystem look like in 10-15 years? 

We need more research, closer cooperation, and a Nordic platform.