Innovation

Part of the company’s innovation includes its pricing model. Agtools is aware that it would be unfair to charge a small farmer the same price they charge a large corporation for their services. For this reason, they have developed different levels of data. For example, for a smaller farm owner, the data is simpler and tailored to the owner with cartoons and graphics that farmers can visualize rather than read, in case they are unable to read or understand English. Similarly, a small farmer can begin paying from $1-5 a month while bigger buyers and corporations who may need more data are charged starting from $190 per commodity per user. When asked about a sense of purpose, Martha shared, “I don’t get up in the morning unless I’m doing good for society.” For Martha, doing good means empowering farmers by ensuring they have a voice and the ability to learn the numbers to negotiate. Her pricing model allows her to accomplish this and fulfill her sense of purpose.

Inspiration

Martha finds meaning through her work as a social entrepreneur to solve one of the world’s most pressing problems of food waste and sustainable production. Martha is the CEO of Agtools because it is a sustainable business, and she is working to create a sustainable society. She draws inspiration from her parents, who were both social entrepreneurs, and it is why she became focused on helping society at a young age. Her mission is inspired by United Nations Sustainable Development Goal 12 which focuses on responsible consumption and production. Her initiatives major on food waste whereby the excess food produced is taken to those in need instead of being thrown away.  

Martha is also impacted by having a broader mission of not only fighting waste but also preserving family farms. Family-owned farms account for 90% of the agricultural process. Her work helps farmers protect their occupations from the increasing industrialization process and maintain the traditions that have been used by ancestors for years. Through the promotion of sustainability, she also works to make sure that the people in farming communities are supported in case of a disaster. Martha’s work is a fantastic example of sustainable design where she incorporates both the environmental and social aspects.  

Overall impact

Martha’s innovation helped small farmers access data they didn't have before. They were able to see data from large farmers and demand better pay for the work they were doing. This allowed smaller farms to stay in business and compete against the larger farmers. For example, a small farmer in Oxnard, California, used data from the platform to negotiate a $2 per box price increase for his strawberries with a Whole Foods buyer, which allowed him to stay in business. The large farmers could negotiate better contracts because they had access to data that helped them reduce waste by about 30%. They achieved this by timing when to purchase the crops they needed. With the data, different crops such as fruits, vegetables, and nuts were grown rather than less sustainable options like wheat and corn.

Business benefit

The innovation by Agtools has had a transformative impact on the business by providing an organized, real-time platform for farmers and other supply chain participants. The system allows users to access critical data, such as weather analytics and price tracking, enabling them to manage expenses and contracts more effectively. For example, smaller farms can optimize their operations by reducing waste—switching from 1,800 to 1,500 containers—while still meeting demand. This strategic efficiency strengthens Agtools’ competitive advantage and empowers its clients to make better financial decisions.

Social and environmental benefit

Martha described the highest point in her career, which was receiving her first customer. She met a farmer in Oxnard, California, whom she called "Customer Zero". He could not read or speak English, but by using Agtools he was able to negotiate his strawberries with Whole Foods. This moment of hope made her emotional realizing her innovation gave a small farmer like “Customer Zero” the power to negotiate on his own to grow his business. 

Agtools’ innovation contributes significantly to the well-being of its customers (farmers) and environmental sustainability. By reducing food waste—up to 30% at farms and distribution centers—the platform directly addresses a global issue of resource mismanagement. Additionally, it helps farmers allocate funds responsibly, preserve family-owned farms, and manage contracts with improved efficiency. This fosters a more sustainable agricultural economy while supporting farmers’ livelihoods. The platform’s ability to provide daily updates and insights also enhances environmental awareness, encouraging responsible consumption and production practices aligned with the United Nations Sustainable Development Goals. This twofold impact reflects Agtools’ broader mission of creating positive change for both society and the planet.

Interview

Martha Montoya, CEO

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