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How a 150-Year-Old Seed Company Pivoted to Data Analytics
In this episode of The Pivot Podcast, Lucas and Luna explore how a 150-year-old seed company, Pioneer (a Corteva brand), pivoted from selling corn and soybean seeds to becoming a data analytics powerhouse. They dive into the 2019 launch of Granular, a farm management software platform that now covers over 100 million acres. Lucas explains how Pioneer realised that selling seeds alone was a commodity business, but selling the data to optimise those seeds created a sticky, high-margin subscription model. Luna brings up the tension with farmers over data ownership and how Pioneer navigated it…
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