Remembering Rob Trice: A Pillar of the Agrifoodtech Community
The agrifoodtech sector has experienced a profound loss with the passing of Rob Trice, the founding partner of
Better Food Ventures and
The Mixing Bowl. Rob, who left us last month after a brief illness, is survived by his beloved wife and family.
A Journey from Silicon Valley to Agrifoodtech
Rob transitioned into the food and agriculture space from a successful career in Silicon Valley, where he was involved in telecom and mobile venture capital, having worked with industry giants like Nokia, Swisscom, and SK Telecom. In 2013, he founded Better Food Ventures, utilizing his system-thinking expertise to support over 25 innovative founders implementing digital solutions across the food and agriculture value chain. Notable names in his portfolio include Afresh, Breedr, and Farm-ng.
A Leader in Agrifoodtech
Rob’s impact extended far beyond his investments. Alongside Michael Rose, he co-founded The Mixing Bowl, a platform that united farmers, technologists, investors, and corporates during a time when agrifoodtech was just beginning to take shape. Interestingly, the term “agrifoodtech” itself was coined during a memorable drive to the San Joaquin Valley in the spring of 2017—a testament to Rob’s foresight and creativity.
A Thoughtful Mentor and Connector
Throughout the years, Rob became a beacon in the community, providing invaluable insights and market maps that many relied upon to gauge the industry’s trajectory. Eve Turow-Paul aptly described him as a “super-connector,” noting his generosity in making introductions that significantly shaped careers, collaborations, and startups.
His relationship with AgFunderNews was equally significant; he remained engaged with our content, often offering constructive feedback that encouraged us to uphold authenticity over trends.
A Mind Like No Other
Rob had a knack for engaging conversations and insightful questioning. His colleagues shared that there was hardly a microphone he didn’t appreciate, emphasizing his ability to provoke thought and discussion. One of his notable contributions was a 2016 piece on design thinking and lean startup methodologies in agtech, which revealed his deep understanding of the sector’s intricacies. He cautioned against a “Silicon Valley agtech” mentality, emphasizing the unique challenges of food and agriculture.
Grounded Realism in a Complex Sector
Rob’s perceptions of food and agriculture were grounded in the recognition that unlike software applications, this sector involves living organisms bound by natural laws. Mistakes in this realm can have dire consequences, making Rob’s insights especially crucial. His humor often shone through, such as when he humorously described the agtech market as “constipated” in a mid-February interview.
A Life Committed to Action
Rob’s transition into food and agriculture was sparked by his curiosity and desire to make a real impact. He recalled witnessing his wife grapple with digital payments at a farmers’ market and questioning the complexities of digitizing such a large sector. His understanding that agriculture is significantly more complicated than tweeting reflected his serious intentions devoid of pretension.
A Legacy of Impact
Described as someone who envisioned high-level possibilities while also meticulously planning for change, Rob was a man of action. He believed in making an impact now rather than waiting for the future. His favorite quote was from Teddy Roosevelt’s famous “man in the arena” speech:
“It is not the critic who counts…the credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood…”
Rob was truly always in the arena, and his contributions to the agrifoodtech community have forever changed the landscape for the better. He will be greatly missed by all of us at AgFunder.
For those wishing to share memories and photos with Rob’s family, please email:
[email protected].
