Case study: How Farm491’s Croissants and Questions series drives real-world connection and collaboration
Our popular ‘Croissants and Questions’ business breakfast series at the Royal Agricultural University brings together those interested in strategic land use and the future of farming and food each month, sparking meaningful connections and collaboration.
In this case study, Rui Filipe Manaia shares how attending ‘Croissants and Questions’ has helped him develop industry relationships and contribute to a real-world agritech product with commercial potential.
Rui Filipe Manaia
Tell us about yourself
My name is Rui Filipe Manaia and I am a postgraduate student at the Royal Agricultural University, studying MSc Sustainable Agriculture and Food Security. I came to the RAU after deciding to change career paths and return to agriculture.
My motivation for studying at the RAU was to not only deepen my agricultural knowledge, but also to strengthen my understanding of business and what it takes to run a successful enterprise.
This stems from my belief that sustainability, particularly in agriculture, must include economic viability alongside environmental responsibility. This is especially relevant when considering organic and regenerative farming systems, where long-term adoption depends on their ability to be financially sustainable as well as environmentally beneficial.
What brought you to your first ‘Croissants and Questions’ business breakfast and what value has it brought you?
I was encouraged to attend my first business breakfast by a Farm491 student member I met in class, and it has proved to be one of the most valuable experiences offered by the RAU, providing entrepreneurial students like me the opportunity to engage with Farm491 members and wider community.
With a guest speaker or ‘Speakers’ Corner’ format ahead of informal networking, these events act as a collaborative think tank, connecting academia with industry. Students can bring ideas and knowledge from their studies into open discussion, contributing to real-world problem solving while also gaining insight into industry and market dynamics. I have rarely experienced such effective interdisciplinary dialogue.
Tell us about the connections you have made through ‘Croissants and Questions’?
It was at one of the business breakfasts that I first met the Cirencester-based product designer and entrepreneur Nigel Chute. Nigel shared the background of the LYDEL trays – a project he had developed years earlier in collaboration with a late farmer friend named Joe. The aim was to create a practical and cost-effective solution for safely disposing of agricultural chemicals from crop sprayers, in compliance with environmental regulations.
This project immediately appealed to me. I have always valued simple, practical solutions to everyday problems, and I believe that increasing reliance on complex technologies can sometimes obscure more efficient, low-tech alternatives.
Another key aspect that attracted me was that the drip tray was already a market-tested product, with approximately 1,600 units sold. Despite this, there remains significant potential for further development particularly in expanding into new markets and increasing adoption among farmers who would benefit from it.
Tell us about your role within the LYDEL project.
Since meeting Nigel I have been helping with market research, reaching out to my industry network, as well as giving an agricultural prospective to the product and the business development. I am also currently building a business plan, drawing on the knowledge I have obtained from my lectures in entrepreneurship and business planning.
Going forward, Nigel and I have discussed me taking on some sort of leadership position, presenting the product to possible customers and as well as managing some of the day-to-day logistics which would allow me to apply the news skills I have learnt in my leadership and personal development modules as part of my postgraduate studies.
This opportunity represents an ideal learning environment: I can gain insight from an experienced entrepreneur while contributing to a project with real commercial potential. It also offers the possibility of being involved in a venture that may generate income in the future.
To find out more, get in touch with me on LinkedIn here.
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Inspired to join us at our next ‘Croissants and Questions’ business breakfast?