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  • November 2019 (Revised June 2020)
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Indigo Agriculture: Harnessing Nature

By: Marco Iansiti, Michael W. Toffel and James Barnett
  • Format:Print
  • | Language:English
  • | Pages:31
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Abstract

Indigo Agriculture used a digital-enabled research and development (R&D) process to launch its initial product, microbial coatings for agricultural seeds, which increase crop yields while reducing the need for fertilizers. In doing so, the company developed direct relationships with farmers, in contrast to typical agricultural supply chains that use intermediaries. The company then launched a marketplace platform to link growers directly to crop buyers, again disintermediating the market. Indigo Agriculture is now considering launching an initiative to incentivize farmers to engage in regenerative agricultural practices by setting up a carbon market that could pay them for sequestering carbon into their soils. If scaled globally, the idea could sequester as much as one trillion tons (a teraton) of carbon dioxide from the earth’s atmosphere into agricultural soils, but pursing the idea has many risks.

Keywords

Carbon Sequestration; Operations; Supply Chain; Social Enterprise; Product Development; Distribution Channels; Business Strategy; Digital Platforms; Environmental Sustainability; Science-Based Business; Climate Change; Agriculture and Agribusiness Industry; Green Technology Industry; United States; Massachusetts

Citation

Iansiti, Marco, Michael W. Toffel, and James Barnett. "Indigo Agriculture: Harnessing Nature." Harvard Business School Case 620-024, November 2019. (Revised June 2020.)
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About The Authors

Marco Iansiti

Technology and Operations Management
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Michael W. Toffel

Technology and Operations Management
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Related Work

    • April 2020
    • Faculty Research

    Indigo Agriculture: Harnessing Nature

    By: Michael W. Toffel and James Barnett
    • November 2019 (Revised June 2020)
    • Faculty Research

    Indigo Agriculture: Harnessing Nature

    By: Marco Iansiti, Michael W. Toffel and James Barnett
Related Work
  • Indigo Agriculture: Harnessing Nature By: Michael W. Toffel and James Barnett
  • Indigo Agriculture: Harnessing Nature By: Marco Iansiti, Michael W. Toffel and James Barnett
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