Pitching agri-food tech: performativity and non-disruptive disruption in Silicon Valley

Food and agriculture have recently become focal points of tech sector innovation and financing. Rapidly multiplying agri-food tech startups are promising to import the tech sector’s trademark disruptive innovation into an industry they deem sclerotic, inefficient, and unsustainable. This paper interrogates the cultural and market frictions attending Silicon Valley’s foray into food and agriculture through the lens of what is perhaps the tech sector’s most prominent narrative genre: the public investment pitch. Building on scholarship that views pitching as a performative practice, we show how pitches serve to mediate the tech sector’s entrée into this established industry. Our analysis of four key moments of the agri-food tech pitch reveal how carefully curated framings of agri-food problems and solutions work to reconcile the world-changing ambition and profit-making potential demanded by Silicon Valley investors with the deeply entrenched political economic realities of food and agriculture. Our analysis also suggests a tendency towards ‘non-disruptive disruption’ (Goldstein, J., 2018. Planetary improvement: Cleantech entrepreneurship and the contradictions of green capitalism. Cambridge, MA: MIT Press). Despite nods to disrupting the established industry, the tech sector primarily offers incremental improvements on existing technologies, often developed or marketed in partnership with industry incumbents, underscoring the distinction between technological disruption on the one hand and genuine systemic transformation on the other.