Colleagues in Farming and Food Bid Farewell to Rob Trice

Key Takeaways

Rob Trice, a prominent advocate for modern food and agricultural technologies, passed away at the age of 58.
He founded Better Food Ventures and made significant investments in tech innovations for agriculture.
Trice was remembered for his engaging public speaking and passion for nurturing startups and community networks.

Legacy and Impact

Rob Trice, known for his commitment to evolving food systems, passed away on February 19 after a brief illness in Antwerp, Belgium, at the age of 58. His colleagues highlighted that his legacy would endure through the numerous start-ups he supported, the vibrant community networks he cultivated, and the innovative ideas he championed. A statement on LinkedIn reflected the sentiments of those who knew him, noting the “gift of knowing him for far too brief a time.”

Trice was a familiar face at various industry events, including the Agri-Pulse Food & Ag Summit and the Western Growers Association annual meeting. His engaging style and insightful perspectives made him a sought-after speaker and moderator. Colleagues remembered his love for public speaking, often remarking, “To know Rob was to know there was not a microphone he didn’t love.” His thoughtful questions encouraged deeper thinking among his peers, while his light-hearted approach added a unique dimension to his engagement in serious discussions.

Throughout his career, Trice drew inspiration from a quote by Teddy Roosevelt from his famous 1910 speech, emphasizing the importance of active participation in worthwhile causes. “Rob was always in the arena,” his friends noted, underscoring his dedication to affecting positive change.

In 2013, Trice founded Better Food Ventures, focusing on investments in companies that leverage technology to enhance food production and agriculture. He also created The Mixing Bowl, a platform promoting collaboration on technological applications in these fields. His impact included backing over 25 founders applying digital solutions throughout the agricultural value chain. Notable investments included Bountiful, which utilized AI for crop yield predictions, and Gastrograph, an AI-driven company analyzing flavor preferences for tailored food production. His more recent ventures included Afresh, Breedr, and Farm-ng.

Before focusing on venture capital, Trice worked with Swisscom Ventures, SK Telecom Ventures, and Nokia Growth Partners. His diverse experience included roles at DIRECTV and the Center for Strategic and International Studies (CSIS).

Trice was also active in non-profit initiatives, founding the Corporate Innovators Huddle and chairing the board of the Full Circle Fund. His advisory roles spanned prestigious institutions such as Cal Poly’s College of Ag and UC Davis Innovation Institute for Food and Health, among others. He was involved with the Farm Foundation’s Program Committee and the Roundtable, contributing his expertise to various agricultural discussions.

When not traveling for work, Trice balanced his time between Menlo Park and a ranch in Pescadero, California. He is survived by his wife, Wendy, and other family members.

Colleagues, including Michael Rose, Chris Taylor, Katie Grimble, and Wendy Millet, invite friends and associates to share their memories of Trice, which can be sent to RememberingRob@mixingbowlhub.com. Plans for a celebration of his life are forthcoming. For further updates, refer to Agri-Pulse.com.

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