Most sustainability startups struggle to find sustainable business models

Towing, however, has found their solution, and their customers are seeing 20% to 70% increases crop yields.

Today we sit down with Towing co-founder Teppei Okamura and he explains why even such a drastic yield improvement required an innovative production and distribution model to achieve scale.

We also talk about the advantages (and the challenges) of working with university research teams, how environment policy and carbon credits affect innovation in sustainable agriculture, and Towing's joint research project with JAXA, Japan's space agency, on developing farming in space.

It's a great conversation, and I think you'll enjoy it.

Show Notes


How Towing is revitalizing depleted agricultural soil
Achieving and verifying 20 to 70 % yield improvements
The pros and cons of research collaboration with Japanese universities
The high-tech business model behind dirt
How to develop the economic incentives needed to make sustainable agriculture profitable
Towing's distributed business model that reduces storage and distribution costs
Farming in space and the most important part of getting it to work
Why Japan is a good market for Agtech startups
How carbon offset pricing influences sustainable agriculture
The advantages of starting a startup when the economy is good vs when times are bad.

Links from the Founder

Everything you ever wanted to know about Towing
Follow Towing on Twitter @TOWING_0227
Friend Teppei on Facebook
Government's take on space farming  [pdf]
Interesting information in Japanese

Founder interview at Nagoya University
Towing's recent TV appearance
Agricultural carbon credits

Transcript
Welcome to Disrupting Japan. Straight Talk from Japan's most successful entrepreneurs.
I'm Tim Romero and thanks for joining me.
Cheaper Than Dirt.
Well, anyone who works in modern agriculture will tell you that's not necessarily very cheap these days. Maintaining soil quality is hard and soil revitalization is expensive. Well, today we sit down and talk with Teppei Okamura, co-founder of Towing, a startup that has developed a sustainable and affordable soil additive that is resulting in a 20 to 70% increase in crop yield and is now being sold to farmers throughout Japan.
And Towing addresses the common scalability challenge that these kinds of agricultural tech startups inevitably face by using an innovative production and distribution model that should allow them to achieve meaningful and perhaps even global scale.
We talk about the challenges of launching a university spin out using licensed IP, why so many genuinely innovative agTech startups never managed to reach sustainable commercial scale, and about Towing's ongoing collaboration with Japan's space agency to develop the technologies and protocols to make agriculture and space a reality.
But, you know, Teppei tells that story much better than I can. So, let's get right to the interview.

Interview
Tim: So, we're sitting here with Teppei Okamura of Towing, who's using microorganisms and bio charcoal to revitalize agricultural soil. And thanks for sitting down with us today.
Teppei: Thank you. Thank you for inviting me.
Tim: I gave just a very, very high level explanation of what Towing does, and I'm sure you can explain it much better than I can.
Teppei: What we produce is artificial soil. Basically we make soil from bio-char, which is made from any like organic materials and like waste from rice industry or like chicken industry or any waste. The organic waste can be used and we grow our basic microbes in the bio-char. And we make that into very good soil or good soil additives, especially good for organic farming.
Tim: And from what I understand, while it can usually take up to five years to revitalize agricultural soil Towing’s process can do it in in one month.
Teppei: Yes.