James has a unique background having an extensive expertise in digital and data-driven marketing, yet remaining closely associated with his family's third-generation cattle property in Victoria. Recently, James sought to combine these two passions, together with his brother Paul who remains active in their farming operation, to co-found agtech startup, AirAgri. Using his deep exposure to the worlds of digital and data, James was eager to bring farming into the modern age, providing a suite of digital tools to farmers to allow them to be more productive, profitable and have better control of their data. Whilst AirAgri was launched prior to joining the HoneTEK program, James was eager to establish deep industry connections, be exposed to growth opportunities to refine their MVP and continue to validate their learnings as an early startup.
AirAgri is an open platform allowing farmers with farming enterprises of all sizes and shapes to create a digital twin of their property, assets and livestock. The core tenets of the AirAgri platform is allowing farmers to create a digital farm map and then incorporate an extensive suite of tools which respond directly to that farming operation, such as to-do lists, weather updates, property information, safety advice and much more. AirAgri is only in the very early stages of its development, but James believes its potential is limitless, as once farmers are comfortable to start capturing on-farm data and present it in a useful manner, there are endless opportunities for customisation and analysis of that information.