Entrepreneurs making a difference

Social Tides impact stories: Agro-U

Meet Agro-U co-founders Korina Chatzigeorgiou and Kiriakos Nikolaidis, and discover how they turned their frustration with unharvested crops into a thriving social enterprise, transforming the agricultural job market by connecting farmers and agricultural businesses with the seasonal and permanent staff they need, ensuring fair and ethical food production.

Background and Motivation

What inspired you to start your entrepreneurial journey?

As new-generation farmers we, and our families, faced significant challenges.

A critical issue was the large amount of food left unharvested in our fields due to difficulties in finding the necessary staff.

The solutions that we had were outdated and insufficient, so we decided to establish Agro-U, a marketplace designed to connect farmers with agricultural workers, to streamline the

process and improve (finally!) the efficiency of finding staff in the sector.

Business Genesis and Mission

What is the mission of your company and what impact are you generating?

Agro-U's mission is to reshape the agricultural job market by fostering fair and efficient labor practices.

Our ultimate goal is to ensure that every piece of food that reaches consumers is the result

of a fair and respectful work environment, promoting not just organic, but ethically sourced

food. Through our work, we strive to create a world where agricultural labor is respected, dignified, and attractive.

Relationship Building and Market Strategy

How has building genuine relationships with your community contributed to your

business growth?

Genuine relationships are hard to get, but what is earned hardly won’t be lost easily. Since the beginning, we encouraged our users to openly discuss their challenges, and together, we brainstormed solutions.

By actively listening to their needs, we aimed to create a product that truly served them.

To our surprise our efforts and commitment were appreciated, our users used us again and

again and they also suggested us to others, which ultimately helped us not only to finetune

our service but also grow rapidly.

Adaptation and Innovation

How did you build and adapt the platform as you grew, and what were the key steps

you took?

The development of our platform is an ongoing and never-ending process. Our work revolves around prioritizing essential hypotheses, testing them with our audience, and refining our offerings based on the results. Data analysis and experimentation guide us in making these improvements. Our goal is always to deliver the highest value in the simplest way possible.

Experience with Social Tides Accelerator Program

How did participating in the Social Tides accelerator program benefit your business?

Participating in the Social Tides accelerator program has been immensely beneficial for our

business. We were able to expand our network by connecting with the incredible people involved in the program.

The training sessions provided us with comprehensive and valuable information, and the

one-on-one mentoring sessions helped us identify areas for improvement and growth. The grant we received enabled us to grow faster and attract investors. Additionally, our trustworthiness increased significantly as the accelerator is funded by

Google.org, adding credibility to our endeavors.

What specific resources or mentorship from Social Tides did you find most valuable?

The mentorship we received from Social Tides was invaluable, particularly in teaching us

how to incorporate value and thoughtfulness into our customers' experiences and expectations.

We found many of the sessions highly valuable, especially those focused on understanding

our customers, performing effective sales, targeting them through marketing, and conveying our values and beliefs to them.

These insights have been instrumental in enhancing our customer relationships and overall

improving the way we communicate our impact.

How have networking opportunities through Social Tides helped you throughout your

entrepreneurial journey?

By connecting with a diverse group of like-minded individuals and industry experts, we have gained valuable insights, advice, and support. These connections have opened doors to new collaborations, partnerships, and potential investors, significantly enhancing our growth prospects.

The relationships we've built have not only provided us with practical benefits but have also

inspired and motivated us to continue striving for excellence in our business endeavors.

Advice and Insights for Aspiring Entrepreneurs

Based on your experience, what advice would you give to someone just starting their

own business?

I would advise new business owners to participate in acceleration programs, as they provide a significant boost and invaluable resources. Don't hesitate to ask for help; seeking advice and mentorship can make a big difference. Focus on understanding and meeting market needs, but also ensure that your business reflects your personal values.

Why is understanding local cultures and building trust crucial for business success in

your region?

Understanding of local cultures is essential for all the start-ups that wish to scale in Europe.

Unlike other markets, Europe has a rich cultural diversity, with each country having its own

customs, languages, and way of thinking.

By understanding the similarities between different cultures, we were able to highlight them to connect and bring people together. Also, being culturally aware helped us avoid misunderstandings and enabled greater acceptance of our service.

Future Vision

What are your future plans for your business, and how do you envision its growth in the coming years?

We aim to make agricultural occupations more appealing and enjoyable, encouraging those already in the field to stay and attracting new job seekers.

With the rapid advancement of AI and technology, we recognize the potential impact on traditional employment. Therefore, we want to provide an alternative way of living for those affected by these changes, enabling them to engage in food production while utilizing technology to enhance efficiency and sustainability.

We aim to create a more resilient and adaptive agricultural sector that benefits both farmers and workers, ultimately contributing to more healthy and sustainably produced food reaching our tables.

Stay updated on Agro-U’s latest developments by following their website and Linkedin page.