Learning from failure with James Madden, Flinders + Co.

Founder and Managing Director of Flinders + Co, James Madden shares his learnings about carbon neutral products and the path-to-market in the highly competitive shelves of major retailers and why embracing “failure culture” could lead to greater innovation and success for Australian startups.

Food Farm

Carbon neutral Consumers red meat Agriculture innovation

37 min listen

by Samantha Noon

AgriFutures Australia

Inverell, NSW

View more contributions

Posted on 31 Mar 2022

James Madden, Founder and CEO of Flinders + Co.

This week we share our chat with James Madden, the Founder and CEO of Flinders + Co. – the first meat company in the world to become completely carbon neutral back in December 2018.

James isn’t afraid to share his failures – in fact, it’s what led to new business opportunities for the Australian carbon neutral meat supplier.

Our evoke^AG. Editor, Samantha Noon speaks with James about the demand for carbon-neutral products, consumer purchasing behaviours and the path-to-market in the highly competitive shelves of major retailers, like Coles.

James’ willingness to share his learnings, as well as his successes, has been a welcome conversation on platforms like LinkedIn. Here we learn more about the evolution of Flinders + Co. in a rapidly changing market and why embracing “failure culture” could lead to greater innovation and success for Australian startups.

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