Nurturing AgTech Innovators: Rob Aitken's Journey
Kicking off our latest “Nurturing Agtech Innovators“ series, Rob Aitken, founder of Viti-X, shared through the unexpected journey into agtech entrepreneurship he embarked through SproutX’s Spring 2022 Pre-Accelerator Program.
From Wine Lover to Entrepreneur: The Birth of Viti-X
In the world of grape production, connecting growers with winemakers has often been a complex and inequitable process. For Rob, this inherent challenge became a driving force behind his agtech journey. He recognised that the traditional methods of purchasing wine grapes relied heavily on subjective agreements and limited transparency, leaving many growers at a disadvantage. Determined to create a fair and efficient marketplace, Rob embarked on a mission to create a fair and mutually beneficial platform that simplifies the purchase process for both parties.
Rob’s story
“My passion (or as my fiance calls it 'obsession' 😆) for wine began whilst working in restaurants to put myself through university. I was lucky enough to work with one of Australia's greatest cellars and quickly became infatuated, progressing into a junior position within their wine team. After leaving university I started a job in my chosen field of accounting and quickly learnt that I couldn't spend 40 hours a week for the next 50 years doing that. So I began my career in technology sales, an industry that I love, but the passion for wine still remains. When we had the opportunity to plant a vineyard in Geelong we quickly embraced it, however the hectare of vines that we planned to plant wouldn't be enough to sustain a wine label. So we began the process of looking to purchase some grapes and were told it was all based on handshake agreements and who you know. In a world where you can get anything delivered within five clicks and 24 hours, that didn't sound right and so Viti-X was born.”
Embarking on the Agtech Future Founder Journey
Rob's entry into the agtech space was not premeditated. It was the realisation that there was no easy way to purchase wine grapes that fueled his motivation.
I never actively looked to embark on a journey to become an agtech founder. However, when I discovered that there was no easy way to purchase wine grapes, my background in technology drove me into looking for a solution. And then I started reading about the industry more extensively and knew that something had to change, leading me down the agtech path.
Path of uncertainty
“I don't have any background in the agtech industry, quite honestly, I have never had much to do with agriculture aside from knowing where my food comes from. So not having that industry knowledge, or the connections that come from the years of active involvement has proved to be difficult. However the power of the SproutX network has definitely helped overcome this.”
In fact I'm not sure if there is a more powerful network in agtech than SproutX's. As someone who is new to the industry there simply could not be a better induction than what SproutX have facilitated.
The SproutX Experience: Nurturing Growth and Connections
“The SproutX program so far has been invaluable to connect with people within the agricultural industry, alongside other (future) founders, that I would never have previously been able to connect with. The breadth of the topics for each of the sessions has allowed us to become immersed in the many different facets of the industry. The power of the SproutX network has definitely helped overcome the challenges of not having industry knowledge or connections. As someone who is new to the industry, there simply could not be a better induction than what SproutX has facilitated.”
Most memorable part of the program?
“Not related to Viti-X’s focus but I loved the Rabbit Hole Series of Alt/ meat protein, with Georgia Sheil and Paul Wood. Whilst I noticed and followed the emergence of companies such as Beyond Meat and Oatly, I never really considered the consequences of moving away from animal-based proteins and whether it is actually achievable. Listening to the perspective of two industry experts provided a great insight into the sustainability of the world transitioning to alt/ meat protein and how it isn't as simple as the world just deciding to make the switch.”
Rob's Advice to Future Founders:
There is always going to be someone that has more knowledge or experience than what you have, which is a great opportunity to learn from them and ask questions. If you're not sure what to ask, just sit back and understand that people are usually very happy to talk about what they know and if you listen, you will learn a lot. Being innately curious is a huge advantage when wanting to start a company, or disrupt an industry and to move at the pace that it requires you need to leverage the experience of others.
The startup journey can be lonely and it's easy to start to think that nobody will understand the problem that you're looking to solve like you can. But when you surround yourself with the right people, you learn an immeasurable amount and the old adage is true 'a rising tide lifts all boats'.
“SproutX's support has been instrumental in my journey. While my startup is still in the discovery phase, the feedback has been very positive, and we have learned things that we simply couldn't have uncovered without speaking to the people on the ground. Joining the SproutX pre-accelerator program provides an excellent opportunity to surround yourself with the right people, learn from them, and navigate the startup journey more effectively.”
Join the SproutX Community and Embark on Your AgTech Journey
Rob Aitken's story highlights the power of passion, innovation, and support in the agtech ecosystem.
If you, like Rob, have a desire to bring positive change to the status quo, we invite you to join the SproutX community 🌱
Applications for the upcoming SproutX Pre-Accelerator Program are now open. Don't miss your chance to be part of a vibrant ecosystem of AgTech innovation.
Read more here and apply today!
💬 Note: This blog post is part of a series featuring the stories of our pre-accelerator alumni. Stay tuned for more inspiring founder spotlights in the coming weeks.
