Scaling regenerative agriculture across Europe
My role
I joined Agreena to use product design to scale regenerative agriculture across Europe, working to align business growth, farmer needs, and environmental impact.
The challenge
Our soils provide 95% of our food and nearly all ecosystem services that enable life on Earth. Yet 75% of global soils are degraded and in the EU, agriculture accounts for approximately 13% of total greenhouse gas emissions.
Farmers face volatile weather, rising input costs and razor-thin margins. Regenerative agriculture offers a path forward, with farming practices that work with nature, rebuilding soil health whilst improving resilience, biodiversity, and profitability.
However, the transition requires new farming knowledge and financial support during a critical period.
The opportunity: designing for scale
Agreena's Carbon programme proved the market opportunity, but the business model created a fundamental growth constraint. High-touch support worked for large commercial farms, where the economics justified manual support. However, the vast majority of arable farms in Europe operate at smaller scales. These operations couldn't access our offering profitably—we lacked the unit economics to serve them.
This wasn't an operational problem to be solved with efficiency gains. It was a design problem: we needed to fundamentally reimagine how farmers interacted with our platform. By removing friction and enabling self-service across the farmer journey—onboarding, data reporting, verification—we could unlock a market significantly larger than our existing serviceable addressable market. The key was transforming from a high-touch service into a scalable, self-serve platform.
The solution: AgreenaGro
I led the design of AgreenaGro, a self-serve platform that fundamentally simplified how farmers engaged with our offering.
Onboarding: What previously required weeks of back-and-forth—explaining requirements, troubleshooting uploads—now takes less than 3 minutes. Farmers self-onboard with an intuitive interface tailored to their operation size.
Data Reporting: Smaller farms had historically struggled to complete actuals reporting without customer support intervention. We redesigned this workflow for accessibility. Early feedback showed farmers previously dependent on customer support were now completing this unassisted.
By removing friction at these critical moments—where farmers interact with the platform—we transformed the cost structure of serving smaller farms. Every farmer who could self-onboard meant freed customer support time; every independent data submission meant reduced support burden.
Measurable impact
The outcome
By addressing interconnected needs, we took a systemic approach to develop a self-serve platform that makes regenerative agriculture financially viable and operationally accessible at scale. Design became the bridge between business scalability and meaningful environmental impact, enabling Agreena to serve thousands of farmers across Europe. The outcome: a system where commercial growth and environmental impact reinforce one another.