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Reinventing farming

What if farms didn’t need land, and salad grew like software?

July 23, 2025

5 min read

July 23, 2025

5 min read

Photo: Iurie Gandrabura.

A few kilometres outside Moldova’s capital Chișinău there’s a place filled with LEDs, futuristic trays, and clear plants. Inside this vertical ranch, the founder of the City Farm start-up, Dmitrii Albot, grows premium basil under artificial light. He checks the roots, bites into a leaf, and tells us how his country can use its agricultural potential.

Before stepping into the main room of the farm, Dmitrii hands us protective glasses. “The light tires your eyes after a while,” he says, putting them on and looking more like a rock star than a farmer. The place hums. The towering shelves shine on products rooted not in soil but in sponge-like blocks and nutrient solutions.

Dmitrii doesn’t come to his farm every day since he put everything on rails and delegated responsibilities. These days, he has just come back from a 10-day Vipassana silent retreat and is focused on expansion, logistics, and software. But he still knows the cycle of every plant, every tray, every gram of substrate. When we ask him to pick a plant for the camera, he doesn’t hesitate. “It’s safe,” he says, biting into a basil leaf. “We don’t use pesticides. Never needed to.”

Dmitrii Albot, founder of City Farm in Moldova, wearing protective glasses while overseeing LED-lit vertical farming racks used for soil-free basil and greens production
Dmitrii Albot, with an engineering background, built the vertical farm himself. Photo: Iurie Gandrabura

Dmitrii remembers seeing his mother putting market-bought lettuce in a glass of water as a little boy. “I later realized that’s what people want, something that’s alive, not just fresh.”

CityFarm now operates in more than a dozen locations, with each site bringing in around 10,000 euros in monthly profit even with high energy costs. “The biggest cost is electricity,” Dmitrii says. “If we go fully solar, this model becomes almost unstoppable.”

Moldovans don’t need to follow social media trends for greentech ideas. Almost everyone in Moldova is connected to the soil in the most literal sense. Agriculture has long been central to Moldova’s economy, with the sector accounting for 7.6 per cent of GDP in 2023 and 45 per cent of national exports, mostly to the EU. Key export markets include Romania, Italy, and Germany, with significant year-on-year growth in oilseeds, fruits, and wine. 

Now, Dmitrii grows lettuce in trays using water systems that move nutrients around without dirt. In a conventional greenhouse, this type of lettuce might take 50 to 60 days to grow. Here, they grow twice as fast. “Because we control everything,” Dmitrii explains.

Close-up of hydroponically grown lettuce with exposed roots held in rock wool inside a vertical farm in Moldova, highlighting soil-free agriculture and LED-powered plant cultivation
The plants sit in soft, sponge-like blocks called rock wool, holding them in place. Photo: Iurie Gandrabura
Europeans are returning to their roots. Literally

Across Europe, a similar mindset is taking hold. A recent trend report from Nutrition Hub and EIT Food describes a movement called ‘Terrapy’. It is a return to home-grown, conscious food practices. Whether baking, fermenting, or planting seeds in a tray, people are rediscovering food. 

Dmitrii Albot wants to normalise the new way of growing food. And what better place to start than schools? In Gagauzia, an autonomous region of Moldova, his team gave children plants that don’t normally grow in Moldova and asked them to take care of them.

According to Milda Kraużlis, sustainability and agriculture advisor at EIT Food, the European food innovation community, “healthy soil means healthy people”. She sees green technologies not as isolated products, but as interlinked answers to the same question: how to grow better, with less harm.

Growing the future

Dmitrii Albot isn’t alone. Across Moldova, other startups are rethinking farming.

GreenO2 is officially based in Switzerland but rooted in Moldova and founded by a Moldovan, Vitalie Buzu. The company builds digital infrastructure for fields with a system that uses satellite data and AI to monitor soil health, predict carbon output, and guide farmers in how, when, and where to plant. The platform now runs in over 30 countries, covering millions of hectares. In 2024, it raised 1.3 million US dollars to expand.

Solvi, another Moldova-born company, sees the field from above. Their drones scan test plots and crops with near-millimetre precision. Using its PlantAI system, they reduce weeks of manual crop inspection to a few hours by counting leaves, evaluating zones, and mapping potential losses. In the US, it has partnered with the company Intelinair to bring this tech to corn and soybean producers.

Multispectral drone flying over a lettuce field in Moldova, used by agri-tech company Solvi.ag to detect early plant stress and optimize crop health through precision agriculture
Solvi.ag’s multispectral drones can reveal early plant stress invisible to the naked eye. Photo: solvi.ag

City Farm grows, GreenO2 maps, and Solvi measures. Companies like these are often independent limbs of a living ecosystem. All three are catalysed by Startup Moldova. The foundation led by Olga Melniciuc helps founders access new opportunities and scale internationally.

“The demand for fresh herbs and greens is here,” said Vasile Pojoga from the Federation of Agricultural Producers of Moldova at the HortiTech conference in Chișinău May. “A lot of it is still filled by imports.” 

But energy remains a bottleneck. As DERJANT founder Zinaida Plamadeala warned at the same conference, even solar panels cover only 40–45 per cent of her farm’s needs. “You have to plan for that from day one how you’ll power the whole system.” 

None of this works without a framework. Milda Kraużlis puts it simply: “Don’t copy. Take the best parts of different systems, and build your own.”

Moldova has done just that. Local start-ups show people have learned to scale and compete. 

Dmitrii Albot scrolls through real-time updates on his phone. “This is today.” Each line tracks a shelf, a product, a missing item, or a task. “We’re creating our software, City Farm OS. We started with those telegram bots, so I can see everything that’s happening in each store.” It will assign work, monitor speed, and track every plant, every shelf. 

“You put the system in place,” Dmitrii concludes. “Then you let things grow.”

Photo: Iurie Gandrabura.

Iurie Gandrabura

Iurie Gandrabura

Iurie Gandrabura is a Moldovan journalist, fixer and photographer.

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Case study: Global technology company

1. The Client

A global technology company operating across EMEA, with a regional HQ in Istanbul. The company manages 20+ markets, handling everything from brand campaigns to strategic partnerships.

Role we worked with: The EMEA Head of Marketing (supported by two regional managers).

2. The Challenge

Despite strong products and a respected global brand, the regional team was struggling with:

  • Misaligned strategy across markets → campaigns executed with inconsistent narratives.
  • Slowed growth → lead generation plateaued despite increasing spend.
  • Internal friction → marketing, sales, and product teams disagreed on KPIs and priorities.

Traditional fixes (more meetings, more reporting) only created more noise.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional HQ team.

  • Day 1–3: Intake → Reviewed decks, campaign data, and plans.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Sales and marketing had different definitions of “qualified lead.”
    • 40% of spend was going into low-potential markets.
    • The team assumed the problem was lack of budget, but it was actually lack of alignment.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint uncovered that the issue wasn’t budget, but fragmentation.
Three sharp insights unlocked a way forward:

  1. Unified KPIs bridging marketing + sales.
  2. Market prioritisation → shifting budget to 5 high-potential markets.
  3. Simplified narrative → one EMEA core story, locally adaptable.
By just realigning resources and focus, the client could unlock an estimated £250,000 in efficiency gains within the next 12 months — far exceeding the Sprint’s value guarantee. The path to higher returns was already inside the business, hidden by misalignment.
5. From Sprint to Action (4 Pillars Applied)

With clarity secured, Reinvantage didn’t suggest “more projects.”

Instead, we used the Sprint findings to create laser-focused next steps — drawing only from the areas that would deliver the most impact:

  • Readiness → Alignment workshops for sales + marketing teams. New playbooks clarified “qualified lead” definitions and reduced internal disputes.
  • Foresight → A market-opportunity scan identified which 5 countries would deliver the highest ROI, removing the guesswork from allocation.
  • Growth → Guided the reallocation of €2M budget and designed a phased rollout strategy that protected risk while maximising return.
  • Positioning → Built a messaging framework balancing global consistency with local nuance, ensuring campaigns spoke with one clear voice.

Because the Sprint had stripped away noise, these actions weren’t generic consulting ideas — they were directly tied to the breakthroughs.

6. The Results
  • +28% increase in qualified leads across the region.
  • 30% faster campaign rollout due to streamlined approvals.
  • Budget efficiency gains → €2M redirected from low-return to high-potential markets.
  • Internal cohesion → marketing + sales now use a single shared dashboard.
The client came in believing they needed more budget.
The Sprint revealed that what they really needed was clarity and alignment.

With that clarity, the four pillars became not theory, but practical tools to deliver measurable impact.

The Sprint guaranteed at least £20,000 in value — but in this case, it helped unlock more than 10x that within six months.

Case study: Regional VC fund & accelerator

1. The Client

A regional venture capital fund and accelerator focused on early-stage tech start-ups in the Baltics and Central Europe.

The fund had raised a new round and was under pressure to deliver stronger returns while also building its reputation as the go-to platform for founders.

Role we worked with: Managing Partner, supported by the Head of Portfolio Development.

2. The Challenge

Despite a promising portfolio, results were uneven.

Key issues:

  • Scattered portfolio support → no consistent playbook for start-ups, every partner did things differently.
  • Weak differentiation → founders and co-investors saw the fund as “one of many” in the region.
  • Stretched team → too many small bets, not enough clarity on which companies to double down on.

The leadership team knew something was off, but disagreed on whether the issue was pipeline quality, market conditions, or internal capacity.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the partners and portfolio team.

  • Day 1–3: Intake → Reviewed pitch decks, pipeline funnel data, and start-up performance reports.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • No shared definition of a “high-potential founder.”
    • Support resources were spread too thin across the portfolio.
    • The fund’s positioning was more reactive than proactive — it didn’t own a distinctive narrative in the market.
  • Day 5–10: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the challenge wasn’t pipeline quality — it was lack of focus and positioning.

Three core insights provided the turning point:

  1. Portfolio Prioritisation Framework → defined clear criteria for where to double down.
  2. Founder Success Playbook → standardised support model for portfolio companies.
  3. Differentiated Narrative → repositioned the fund as “the accelerator of reinvention-ready founders.”
These shifts alone gave the fund a path to add an estimated £2M+ in portfolio value over the following 18 months, by concentrating capital and resources where they could move the needle most.
5. From Sprint to Action (4 Pillars Applied)

With clarity from the Sprint, Reinvantage created a tailored support plan:

  • Readiness → Coached partners on using the new prioritisation framework and trained the team on deploying the Founder Success Playbook.
  • Foresight → Ran scenario analysis on regional tech trends, helping the fund anticipate where capital would flow next.
  • Growth → Guided resource reallocation across the portfolio and supported new co-investor pitches for top-performing start-ups.
  • Positioning → Crafted a sharper brand story for the fund, positioning it as the reinvention partner for globally minded founders.
6. The Results
  • 10 portfolio companies onboarded to the new Playbook → greater consistency of support.
  • Raised follow-on capital for 3 top start-ups with the new prioritisation framework.
  • +26% increase in inbound deal flow from founders citing the fund’s new positioning.
  • Stronger internal cohesion → partners aligned on where to focus resources.
The client thought the problem was pipeline quality.
The Sprint showed it was actually lack of clarity and focus inside the firm.

By applying the four pillars, Reinvantage helped turn scattered effort into concentrated value creation.

The Sprint guaranteed at least £20,000 in value; here it set the stage for multi-million-pound upside in portfolio growth.

Case study: International impact Organisation

1. The Client

A large international impact organisation focused on entrepreneurship and economic empowerment.
The organisation runs multi-country programmes across Eastern Europe and Central Asia, often in partnership with global donors and corporate sponsors.

Role we worked with: Senior Programme Director, responsible for regional coordination.

2. The Challenge

The organisation had launched a flagship regional initiative supporting women entrepreneurs, but the programme was underperforming.

Key issues:

  • Fragmented delivery → each country office interpreted the programme differently.
  • Donor frustration → reporting lacked consistency and clear impact metrics.
  • Lost momentum → staff energy was spent on administration rather than scaling success stories.

Traditional programme reviews had produced long reports, but no real alignment or action.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional leadership team and representatives from two country offices.

  • Day 1–3: Intake → Reviewed donor reports, programme KPIs, and field feedback.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Donors cared about quantifiable outcomes, but reporting focused on stories.
    • Staff were duplicating efforts across countries, wasting time and resources.
    • The initiative lacked a clear theory of change — everyone described its purpose differently.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the issue wasn’t donor pressure or programme design — it was a lack of shared framework and alignment.

Three critical insights reshaped the path forward:

  1. One Unified Theory of Change → agreed narrative for why the programme exists.
  2. Core Impact Metrics → clear, comparable KPIs across all countries.
  3. Smart Resource Sharing → digital hub to stop duplication and accelerate knowledge flow.
By eliminating duplicated reporting and clarifying what success looks like, the client saw they could save the equivalent of £100,000 in staff time annually — while also unlocking stronger donor confidence and follow-on funding opportunities.
5. From Sprint to Action (4 Pillars Applied)

Armed with Sprint clarity, Reinvantage proposed a laser-focused support plan:

  • Readiness → Trained programme leads on using the new metrics and integrated them into existing workflows.
  • Foresight → Analysed donor trends and expectations, aligning the initiative with the next funding cycle.
  • Growth → Developed a funding case based on the new unified theory of change, securing higher renewal chances.
  • Positioning → Crafted a regional success narrative and storytelling toolkit, helping them showcase results consistently across markets.
6. The Results
  • 30% less time spent on reporting → freed capacity for programme delivery.
  • Donor satisfaction improved → positive feedback on the clarity of impact evidence.
  • Secured new funding commitment → one major donor increased their contribution by 20%.
  • Stronger internal morale → staff felt they were working with clarity, not chaos.
The client thought it needed better donor management.
The Sprint revealed it needed a shared foundation across its teams.

By anchoring on the four pillars, Reinvantage turned alignment into efficiency gains and fresh funding opportunities.

The Sprint guaranteed at least £20,000 in value; here it unlocked both six-figure savings and future-proofed funding.

Case study: National digital development agency

1. The Client

A national digital development agency tasked with driving the government’s digital transformation agenda, including e-services, citizen portals, and smart city pilots.

Role we worked with: Director of Digital Transformation, supported by IT and service delivery leads from three ministries.

2. The Challenge

The agency had strong political backing but faced hurdles in implementation.

Key issues:

  • Siloed projects → each ministry developed digital tools independently, leading to duplication.
  • Citizen frustration → services were digital in name, but still required multiple logins and offline steps.
  • Funding pressure → international partners demanded clearer impact in the short term.

The agency wanted to accelerate momentum but struggled to get alignment across ministries.

3. The Sprint

We ran a 14-day Immersive Reinvention Sprint with the agency’s leadership and digital focal points from three ministries.

  • Day 1–3: Intake → Reviewed strategy docs, donor reports, and citizen feedback data.
  • Day 4: Immersive Sprint Session (half-day) → Breakthroughs:
    • Each ministry had different definitions of “digital service.”
    • 20% of budget was going into overlapping pilot projects.
    • Citizens’ top frustrations were known — but not prioritised.
  • Day 5–14: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the biggest blocker wasn’t lack of funding, but lack of shared priorities.

Three practical insights stood out:

  1. One Definition of Digital Service → agreed across ministries.
  2. Quick-Win Prioritisation → focus on top 3 citizen pain points (ID renewal, business registration, healthcare booking).
  3. Shared Resource Map → pool budgets to eliminate duplication.
These changes alone allowed the agency to unlock £75,000 in immediate savings and deliver 2–3 visible improvements in the next quarter — meeting donor expectations and building citizen trust.
5. From Sprint to Action (4 Pillars Applied)

Based on the Sprint clarity, Reinvantage proposed a modest, targeted package of support:

  • Readiness → Facilitated inter-ministerial workshops to embed the “one digital service” definition.
  • Foresight → Analysed citizen feedback trends to shape the quick-win roadmap.
  • Growth → Supported the reallocation of funds to joint projects, reducing overlap.
  • Positioning → Crafted a communication plan highlighting early digital wins to donors and citizens.
6. The Results
  • 2 pilot services integrated into the central portal (ID renewal + healthcare booking).
  • Budget savings of £75,000 from eliminating overlapping projects.
  • Citizen satisfaction up modestly → call centre complaints on digital services dropped by 12%.
  • Donor confidence improved → short-term impact report received positive feedback.
The client thought it needed more funding and bigger projects.
The Sprint revealed it first needed clarity and alignment.

By applying the four pillars to a targeted scope, Reinvantage helped deliver visible results within a single quarter — proving progress to citizens and donors and laying the groundwork for deeper transformation.