The latest AgFunder Global Investment Report from 2025 delivers a stark overview of the AgriTech market. Amidst shifting macroeconomic conditions and lukewarm investor appetite, the report also offers clues into how organisations can survive, adapt and thrive under pressure. For startups and those looking to scale, the report holds branding lessons that are hard to ignore.

It’s our firm belief that organisational branding is the commercial engine of a business, especially in complex, innovation-led sectors like agrifood. Assessing the data available in the report, here’s what we think it reveals and how you can act on it.

1. In a Volatile Market, Brand Stability Builds Investor Confidence

Despite macroeconomic uncertainty, global investment in agritech only dipped 4% in 2024.

Brand Takeaway: A clear, well-articulated brand vision can act as a stabiliser. When you project long-term commitment, strategic clarity, and cultural consistency, you offer both customers and investors something reliable to connect to, especially when the market is in flux.

2. Your Brand Should Follow the Money – Strategically

The report shows funding flowing into downstream categories such as platforms, cloud retail, and alt-protein innovations, whilst upstream and capital-intensive solutions saw declines.

Brand Takeaway: Be aware of how your proposition aligns with changing investor appetites. If you’re pivoting or repositioning your offering, your brand messaging should reflect the shift. Ongoing macroeconomic uncertainty appears to be leading to more conservative decision-making from investors with solutions focused on tangible benefits that are capital light. The era of ESG isn’t over but it’s influence on decision-making has faded, so don’t get caught speaking yesterday’s language.

3. Regional Nuance is a Brand Advantage

Finland (+403%), India (+215%), and the Netherlands (+118%) saw significant year-on-year growth in investment, even as other countries remained flat or declined.

Brand Takeaway: A one-size-fits-all doesn’t always cut it. Localise your messaging to reflect regional contexts. Understanding and aligning with regional drivers builds trust and relevance.

4. Differentiation is non-negotiable

While the broader category matured, standout companies thrived in niche areas like biomaterials and carbon-negative production. They did this not by being louder, but by being clearer.

Brand Takeaway: You don’t need to reinvent the category to stand out, you just need to carve out a clear space that you can own. A strong positioning gives you the space to compete effectively.

5. Don’t forget to show you can use capital wisely

Investors were drawn to lean, AI-powered, capital-light startups that could show traction and adaptability.

Brand Takeaway: When scaling, winning brands communicate how they make an impact efficiently. Highlight how you solve real problems in smart, scalable ways. Your Vision and Mission can still project your direction of travel but investors need to see that the organisation is being run efficiently.

Final Thoughts: Brand Strategy is Business Strategy

In sectors like agri-food and agri-tech, where the technology is sometimes complex and the funding landscape can shift quickly, a clear brand can be your sharpest commercial edge. By defining a core narrative that investors, customers, and partners can rally behind, you can add resilience to your organisation to weather the peaks and troughs of investor appetite.

If you’re launching, scaling or repositioning your brand, we’d love to help. Get in contact for a free, impartial conversation.