Agritech startup, Farmwall brings the future of food to where we live and work

What is Farmwall – tell us about what you do?

Farmwall uses indoor agricultural technology to bring nutrition and fresh greens into spaces where we live and work. The goal is to increase people's access to fresh produce and increase their daily intake of vegetables. This improves their health and wellbeing. We design the technology and experience to bring agriculture into our urban built environment. To achieve this, we literally build farmwalls which are small scale vertical farms that run on an economically viable ecosystem. Their designs to blend in with interior design so we can pattern code in different colours towards the architect’s needs. They're around the size of a large fridge. They're fitted into spaces which are used typically for vending machines or fridges. We aim for units to be installed in a community kitchen type environment. This could be in a workplace, a coworking space, a school or even in hospitality.

How did it all start?

Back in 2016 I quit my job. I’d hit burnout and needed to focus on what I really cared about which was the environment and doing meaningful work. I wanted to do something that matters for the planet, to spend my time on a worthy course. Things I enjoy right? I was drawn to sustainable living, growing food and rethinking how our systems could work better. Closed-loop ecosystems fascinated me, like aquaponics, where fish create nutrients for plants, which in turn filter the water for fish. It’s self-sustaining, beautiful and demonstrates how design can turn negative impacts into positive ones.

It was at the time when that book came out, The Vertical Farm from Dixon. People were beginning to imagine what the future food system could look like. Urban farming and agricultural technology was becoming fashionable. That really grabbed my attention.

At first, I dreamed very big, like designing a warehouse that could grow food for cafés, breweries or yoga spaces. It was similar to models like the urban farm in Alexandria, Sydney. I made a business plan, only to find it required $20 million to start, which of course I didn’t have. Still, people were intrigued and supportive. At a feedback evening with 115 attendees, the response was: “We love the vision, but it’s too big, too soon.”

That was a turning point. I asked myself: how do I scale this idea down? Instead of entire warehouses, what if I brought a farm into a single restaurant or office? I drew up a hand sketch and that’s where Farmwall began.

Redefining the meaning of Paddock to Plate

 Your first customer feedback session led to the initial concept?

Yes. I didn’t know the term “design thinking” at the time, but I naturally applied it. Listening, adapting and co-creating. People wanted to help and offered ideas and energy. When you’re excited, that enthusiasm spreads. Farmwall grew from that energy and a willingness to start small.

What problem does Farmwall solve?

People’s disconnection with food. People are disconnected from where food comes from, from healthy eating and from the wellbeing of growing their own food. Ninety percent of Australians don’t meet their daily vegetable requirements, which contributes to rising health issues like early-onset colon cancer.

Urban life compounds this. Homes are smaller, fewer people garden and convenience food dominates. I thought what if I could offer a practical, accessible solution. Like snipping greens straight into your salad, smoothie, or meal. Farmwall provides a solution for those who want fresh produce but don't have a garden.

In workplaces, Farmwall encourages healthier eating and creates culture around wellbeing. In hospitality, it adds freshness and value for chefs and diners. In schools, it reconnects kids to food systems, offering a healthier alternative to canteen food while sparking curiosity about agriculture and sustainability. Meeting around the Farmwall often creates conversations and connections that go beyond food like improving mental health, alleviating burnout and inspiring change.

Farmwall Founder Geert Hendrix - changing people's habits one leaf at a time.

 How does the Farmwall unit make this happen?

We combine physical hardware with education. People spend 40 hours a week at work, but only 20 minutes in the supermarket. So we bring the supermarket to the office. With a Farmwall unit, people simply snip and eat.

To deepen engagement, we built Micro Track, an app that lets users log their greens intake. Each time someone eats, they can tap their phone, track nutrients and even gamify healthy habits. Employers see anonymous data showing how many staff meet daily vegetable goals, alongside sustainability reporting. For instance, “this year our employees consumed X serves of greens with 100 times less carbon footprint than traditional supply chains.” This demonstrates improved wellbeing, reduced sick days and environmental impact, all aligning with corporate ESG goals.

Does Farmwall reduce environmental impact too?

Yes. In a nutshell, it takes just two weeks for a serve of broccoli to grow in a Farmwall, compared to months in traditional farming. This happens with a fraction of the space, water, fertiliser and logistics. Conventional agriculture requires land, tractors, fertilisers, transport, cold storage and packaging. All of this contributes heavily to emissions.

Food production makes up 24% of global emissions, yet it rarely gets the attention solar or transport solutions do. Farmwall cuts emissions dramatically by eliminating most of that infrastructure. Multiplied across thousands of daily serves, the impact becomes significant.

Do you collaborate with others in the industry?

Yes. We’ve partnered with vertical farming companies for expertise and outsourced some backend tasks. On the software side, we’ve built everything in-house using Glide, an AI app development platform.

What’s your key market?

Corporate ESG or Environment Social Governance, is our main focus. Companies are under pressure to improve indoor environmental quality and reduce Scope 3 emissions. These are the indirect emissions tied to their operations. Farmwall helps on both fronts. It boosts staff wellbeing while reduces supply-chain impact.

We also work with schools to inspire the next generation about sustainable food systems. By making fresh greens available in classrooms and canteens, we give kids not just better nutrition but also hands-on education.

The Farmwall team

How hard was it to move from 9 to 5 into entrepreneurship?

The shift from working for other people to working for myself was of course a challenge. It was scary, but burnout pushed me to act. Staying in a secure job felt riskier than leaving because I felt purposeless. I asked myself, what would I regret not doing? The answer was clear. Trying to make a positive difference. But I'm a neurodivergent so I felt like entrepreneurship was something that allowed me to operate within my own limits and opportunities without having to compromise my core values.

I was thirty-three years old and had a hundred grand in savings which is not the biggest amount of money. But I just thought, OK, I'll give it a shot. I wanted to create something meaningful, even if it came with personal cost. So yeah, I learned that entrepreneurship can come with sacrifice. Your savings dwindle fast and unfortunately, you can lose people on the journey. I lost my marriage because my partner wanted to have all those things, you know, security and pursuing the corporate ladder. It became a daily struggle to keep that up. Unfortunately, the world tries to pigeonhole you and the moment you're not conforming, it doesn't always work for the people around you.

What was your background before Farmwall?

I studied business marketing and worked in the beer industry. I did hospitality promotions to brewery operations and international business development. I helped Belgian breweries bring sour beers to Australia when the market barely knew them. It taught me that tastes and habits can change. Slowly at first, then all at once. That’s the same cultural shift I aim to drive with healthy eating.

Has the software bias in startups been a challenge?

Yes, absolutely. It’s hard to shift the investor mindset toward physical products. They’ve been spoilt by the easier money and faster scalability of software apps. You know, the whole Unicorn hype. From my knowledge, Australian investors are more conservative than anywhere else in the world. So yeah, software can provide faster scale, quicker turnover, quicker exits and less infrastructure. However, things are changing. Software opportunities are decreasing. Hardware is an unavoidable component in the pursuit of things that matter in the physical world and of course, the future is where digital and physical parts come together. That’s why I co-founded Security, a startup connecting corporates with circular economy innovations. It’s like a dating app for sustainability challenges and solutions. Corporates move slowly, but when these systems stick, they create lasting impact.

How do you get investors to believe in your vision?

By showing persistence. Hardware startups are ultra-marathons, not sprints. My methodology has always been, hey, I maybe can't see the staircase, but I can take the next step. We’ve faced cash crunches, offshoring challenges, inflation and COVID, but every time we’ve pushed through. That resilience builds trust. Investors see I’m committed for the long haul and that keeps them engaged even if it’s in smaller, steady increments rather than massive injections.

What advice would you give to new founders?

This is the most exciting time for startups. As the digital and physical worlds come together, whole new opportunities open. But don’t fall into the trap of trying to do everything at once. It leads to burnout.

I've done the 1000 step approach, and it almost killed me! So, start small, take one step at a time and build at the pace of the market. Stay humble, persistent and open to failure. If you do, you’ll be ready when momentum comes. For me, the joy is in steady progress. Seeing each step add up to something that really matters.

Go for it. Take risks. This is a thrilling time to build solutions that work for both people and the planet.