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Iansiti, Marco;Toffel, Michael W.;Barnett, James
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.
Climate change;Distribution channels;Environmental sustainability;Green business;Operations;Platforms;Product development;Social entrepreneurship;Strategy;Supply chain management