The Challenge we were trying to solve

Puerto Lleras, Meta-Colombia. Transitioning from the cattle industry to responsible agriculture as a means to invest in education.

The research approach and methods used

Full immersion in the agricultural life, culture, and business.

The industry 

Social Change, Agriculture


Some key findings

- Producing a product (pineapples) is not rocket science. The most challenging part was to commercialize it. Identifying partners and putting them on board is extremely complicated, if you are not engaging with them frequently. The chain of distribution determines if you are available to compete. A business canvas model could help you to create a framework, but execution is 90% of the successful plan. 

- It doesn't matter how powerful an idea would be...what matter is that this strategic thinking get diffused and adopted by the users. 

- Especially in rural areas, theory differs from practice but theory is important.

- "It's impossible to account for the structure and function of the social world unless one reintroduces capital in all its forms (human capital, intellectual capital, physical capital, financial capital, and social capital) and solely in one form recognized in economic theory." The social lab revolution, by Zaid Hassan.

My specific role on the project

I was a co-founder and C.E.O. of this project, responsible for overall activities and strategies. I had the fortune to coordinate a 16 members team.


"Failure in complex systems is unavoidable. Innovation is not an efficient process. It is messy"

                                                                                                                                                                                    -Zaid Hassam