Top Startup Tips With Farmwall’s Serena Lee [Podcast]

I grew up in the agri-business world and cut my teeth in content marketing making videos for my dad’s pig farm. I’m now fascinated by the opportunities presented in AgTech. Agriculture and technology – two of the most species-defining human inventions – joining together to create new opportunities for our future. And what better way to explore these new, disruptive ideas than at Southstart with Farmwall co-founder Serena Lee

Farmwall, is an AgTech startup that designs urban farming technology and experiences to enhance fresh produce accessibility in the city. With three years in business, Farmwall installs indoor vertical farms. Farmwall dares to imagine that our cities can become food-producing ecosystems and that we can all achieve better wellbeing through sustainability and good nutrition.

In today’s episode of Be The Drop, recorded LIVE at SouthStart, Serena discusses the importance of being open to critical evaluation of your product or service. She reflects on the rapid growth of the urban farming movement and how valuable crowdfunding can be in understanding your market.

Farmwall Co-Founder Serena Lee, Explains Vertical Farms

Our business is open to critique. We welcome people to tell us our “baby” is ugly because we grow through that constant feedback learning loop.

Listen now to the full episode:

In this episode with Farmwall, you will discover:

  • The benefits of a soft-launch to receive critical evaluation of your product or service concept
  • The importance of a compelling narrative to your idea’s success
  • How to tell a story and inspire people to back you in the concept stage 
  • The different elements of AgTech in which businesses can make a positive difference
  • Top tips for budding entrepreneurs embarking on the startup journey
  • An overview of the broadness of the urban farming industry
  • Why it’s essential not to become too attached to your idea

Don’t hold onto something for too long, if people tell you it’s not working, you need to listen. Letting go of that attachment is really important.”

Serena Lee and Amelia Veale Discuss Farmwall at SouthStart


Serena’s episode was recorded LIVE at SouthStart in Adelaide – a convergence of humans, impact and technology. Where humans and machines create tomorrow, today. Hit this link if you’d like to learn more about SouthStart.


Considering starting your own podcast? At Narrative Marketing, we deliver a full range of podcast production services. Or if you’d like help getting started to produce your own content, I also deliver podcast training programs.

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Amelia xx

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About the Author: Amelia Veale

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