Humans of Agriculture

When Campbell Mauchan moved from Canada to Australia in 2016, agriculture wasn't part of the plan.

He'd been running frozen yoghurt stores back home when his partner accepted a six-month opportunity in Melbourne. Looking for work, he landed an interview with a small ag-tech startup called AgriWebb, despite having no farming background, no sales experience and none of the qualifications listed in the job description.

That decision changed everything.

Nearly a decade later, Campbell has helped grow AgriWebb from a team of fewer than ten people into one of agriculture's leading technology businesses, building his career across Australia, the UK, Europe and North America along the way.

In this episode, Campbell shares what it's been like to grow alongside the business, why curiosity became his greatest strength, and how working with farmers and ranchers around the world has shaped both his career and perspective.

The conversation explores why you don't need to grow up on a farm to build a meaningful career in agriculture, what great leadership looks like inside a fast-growing business, and why trust will always matter more than technology alone.


Key insights from the conversation:
  • Following an unexpected opportunity into agriculture
  • Joining AgriWebb in its earliest startup days
  • Why asking questions became a career advantage
  • Building a global career by putting your hand up
  • What farmers across Australia, the UK and North America have in common
  • The role trust plays in agriculture and ag-tech
  • Lessons from working in startups across multiple countries
  • How AI and technology could support better decisions on farm
  • Why agriculture offers incredible opportunities for people from all backgrounds

Chapters:
00:00 Introduction to Campbell Mauchan and AgriWebb
00:33 Campbell’s journey from Melbourne to Toronto
02:09 Reflecting on a decade of growth at AgriWebb
04:01 Backstory: From frozen yogurt to ag tech
08:51 Why AgriWebb backed Campbell
10:58 The early days of AgriWebb and initial challenges
13:26 Approach to management and decision-making
16:57 The importance of farm visits and farmer engagement
19:56 Solving real problems with technology
22:18 The evolution of farm mapping technology
23:50 Building trust with farmers and ranchers
27:26 Data ownership, privacy, and value for farmers
30:14 Career growth through global opportunities
34:46 Balancing confidence and curiosity in leadership
38:34 The impact of changing locations on career development
42:57 Commonalities among farmers worldwide
45:43 Cultural differences in agriculture and technology adoption
48:19 The future of ag tech and AI advancements
50:56 Closing remarks and advice for aspiring ag tech professionals

Creators and Guests

OL
Host
Oli Le Lievre

What is Humans of Agriculture?

Humans of Agriculture brings you inside the conversations, careers and stories shaping agriculture. Hosted by Oli Le Lievre, the podcast gives listeners access to the people, ideas and experiences you might not otherwise get close to.