When we think about the primary sector, we tend to picture the countryside and long days working under the sun. But it is also a sector shaped by data and technology.

This is the landscape in which Agrobit is growing: a comprehensive agricultural management platform that connects field operations with administrative and commercial processes. It organizes information, optimizes the value chain, and enables faster, more accurate decision-making. In essence, it brings everything that happens in the field together on a single platform.

The company currently operates in seven countries across Latin America and Europe and is preparing for its next stage of expansion. Leading its development in Europe is Carla Balussi (1994), Business Developer at Agrobit. We spoke with her about the importance of building trust in a traditional sector and helping it address one of the world’s major challenges: “producing more and better food in an increasingly sustainable way.”

TB: What is the purpose of your project?

CB: Our purpose is to accelerate the digital transformation of the agri-food value chain by helping companies make better decisions through data, traceability, and intelligence. We believe technology should contribute to producing food in a more efficient, transparent, and sustainable way.

TB: What stage is the project at, and where do you see it in two years’ time?

CB: It was created to address challenges in Argentina’s agri-food sector. Today, it supports companies in several countries. The next step is to help tackle one of the world’s greatest challenges: producing more and better food in an increasingly sustainable way.

TB: What key decision has shaped your project?

CB: One decision that shaped our journey was understanding that digital transformation does not begin with technology, but with people. That is why we have always developed solutions with those who use them every day in the field and throughout the agri-food value chain in mind.

TB: What has been the biggest challenge you have faced, and what has it taught you?

CB: The biggest challenge has been driving innovation in a sector where change requires time and trust. It has taught me that listening is just as important as innovating, and that technology only creates an impact when people truly embrace it.

TB: What is the best piece of advice you have received?

CB: “Listen more than you speak.” It is a simple piece of advice, but I believe the best decisions come from first understanding people, their challenges, and their needs before trying to offer a solution.

TB: We all change over time. Have you changed your mind about anything?

CB: I used to think innovation was about developing the best technology. Today, I believe true innovation lies in solving real problems in a simple way and creating a positive impact on people.

TB: Who is a professional role model who inspires you?

CB: My greatest professional role model is Horacio Balussi, my father and the founder of the company. At just 19 years old, in 1979, he started a project that continues to evolve and innovate more than four decades later. I am inspired by his long-term vision, his ability to adapt to change, and his conviction that technology only makes sense when it creates an impact on society.

TB: What do you value most in the people you work with?

CB: I value people who show initiative, curiosity, and generosity in sharing what they know. When there is trust and a shared purpose, teams are capable of achieving extraordinary things.

TB: What technology will shape the future?

CB: Digital twins. The ability to simulate scenarios before making a decision will transform the way we manage industries as complex as the agri-food sector, making processes more efficient, sustainable, and resilient.

TB: Is there a startup or company you admire, and why?

CB: I admire Beeflow for its ability to turn a global challenge, such as crop pollination, into an opportunity for innovation. It is a great example of how science and technology can contribute to a more sustainable food system.

TB: What do you do to switch off?

CB: I switch off by spending time with my dog, enjoying the sea, travelling, and sharing moments with my family and friends. Art and music are also an important part of that balance.

TB: A book you would recommend.

CB: I would recommend ‘Many Lives, Many Masters’ by Brian Weiss. It is a book that invites you to look at life from a different perspective and reflect on human connections, learning that transcends time, and how every encounter can have a purpose.

TB: A song that defines this stage of your life.

CB: ‘Vuelta por el universo’ by Gustavo Cerati. It connects me with the idea that life is an infinite journey of learning, in which every experience, every person, and every change expands the way we see the world.

TB: A recipe, a dish, or a restaurant.

CB: Home-cooked food. No restaurant can compete with a table shared with family. If I had to choose one dish, it would be Argentine empanadas. Every time I share them, I feel that I am also sharing a part of my story, my roots, and the way I understand coming together with others.
 

TB: A place in the world.

CB: Barcelona.

TB: Where would you invest €100,000?

CB: I would invest it in a project that combines technology and conservation to protect animals and ecosystems. I am convinced that there can be no sustainable future unless we learn to coexist with and better care for the life around us.

TB: If you were not an entrepreneur…

CB: An artist. Because I believe art has the power to make us see the world through different eyes.

TB: What does Tech Barcelona mean to you?

CB: Tech Barcelona represents a community where innovation, collaboration, and talent come together to build solutions that improve the world.