We treat irrigation water, restructuring it to have some of the most beneficial characteristics of natural rainwater. The impact of improved water on equipment, crops, and turf is substantial. We facilitate a highly oxygenated environment (in addition to treating biofilm and calcium build-up in systems), and we can relieve soil compaction, dramatically increase water infiltration and storage capacity, and help crops adapt to high salinity environments. Improved water can set growers and groundskeepers up for success. Our job is to help facilitate reduced water consumption and lower costs while providing an environment conducive to improved soil health, which can respond better to climate change. Our system can speed the transition to regenerative agriculture.
Tell us about yourself?
I have a very diverse background in real estate, capital markets, energy, and technology. I have worked in Canada and abroad, and this experience has been invaluable in understanding the complexities of building an international distribution organization. I wanted to make a big difference, and this technology gives me the opportunity to participate in positive change.
If you could go back in time a year or two, what piece of advice would you give yourself?
Providing a more comprehensive guide to adapting a ground or surface water irrigation farming operation to working with good water would have served us well. Ongoing soil testing and tissue testing can provide a guide to reducing operating costs from water volumes to fertilizer and soil amendment applications more effectively. This is an education process, as the existing methodologies are the product of years of slow change. Adoption of new testing methods and adjustments to soil amendment practices is an involved (and regionally diverse) process.
What problem does your business solve?
Agricultural water use volume, quality and effect on soil.
What is the inspiration behind your business?
The application of advanced technologies is one of the ways we can adapt to changing physical and economic conditions. Providing better water through our advanced oxidation process can solve some of the food security ‘headline’ issues: Water use reduction, improved soil health, and improved crops. Plants have evolved to grow using rainwater, not ground or surface water. We can help restore the natural growth cycle of crops as well as anything else that is irrigated.
What is your magic sauce?
We combine a proprietary advanced oxidation product with strong customer support. Our relationship with our clients on an ongoing basis is as important as the transformational technology we provide.
What is the plan for the next 5 years? What do you want to achieve?
We are expanding both geographically and by industry subgroup from our initial start in Alberta and the Pacific Northwest. We plan to have complete North American coverage by the end of 2024 and better penetration in the municipal, golf and turf markets. By the end of five years, we anticipate coverage throughout North and South America as well as Western Europe and selected parts of Asia Pacific.
What is the biggest challenge you’ve faced so far?
High-growth businesses have a myriad of challenges, from picking the right staff and subcontractors to managing ever-changing supply chain issues. Because our technology is so broadly applicable, it takes discipline to focus on individual markets and maintain messaging consistency.