Case Study: The Pearse Lyons Accelerator
How brand strategy and partnership transformed AgTech innovation
Introduction
Agriculture has long been seen as a conservative industry, slow to adopt new technologies. Yet in 2016, Alltech, a global leader in animal nutrition, set out to change that perception. By launching the Pearse Lyons Accelerator, Alltech created a bridge between the agility of start-ups and the scale of a multinational. At the heart of this success was a powerful partnership with Dogpatch Labs and a bold brand strategy that positioned Alltech as the face of innovation in AgTech.
From Spark to Strategy
The idea began with John Lyons, who drew inspiration from Apple’s approach to innovation: combining internal R&D with external collaboration. Agriculture, he argued, needed a similar model. Start-ups were already working on disruptive ideas, but without visibility or access to markets, their impact was limited.
The vision was clear: create an accelerator where Alltech could learn from start-ups, support their growth, and bring fresh ideas to customers. To make it happen, Alltech needed a partner who understood the start-up world inside out.
Dogpatch Labs: The Perfect Partner
Dogpatch Labs, Dublin’s premier start-up hub, became the cornerstone of the accelerator’s success.
Patrick Walsh, Dogpatch’s founder, brought credibility and deep knowledge of the start-up ecosystem.
Dogpatch’s team, led by Patrick himself and programme manager Menno Axt, worked side by side with Alltech to design the accelerator’s format, mentor the start-ups, and connect them with investors.
Their role was not just operational; it was cultural. Dogpatch infused the program with the energy, pace, and mindset of the start-up world, ensuring the accelerator was authentic and attractive to entrepreneurs globally.
This partnership was transformative. Dogpatch gave Alltech access to a vibrant innovation community, while Alltech offered start-ups something they desperately needed: a route to market through a global network.
Brand Strategy: The Game Changer
While the partnership provided structure, brand strategy was the accelerator’s secret weapon. For both Alltech and the start-ups, brand became the differentiator that turned ideas into impact.
For Alltech
Innovation positioning: The accelerator repositioned Alltech as a progressive, forward-thinking leader in AgTech.
Thought leadership: By championing start-ups, Alltech was seen as the company bringing innovation to the forefront of agriculture.
Customer resonance: The brand narrative shifted from traditional feed and nutrition to cutting-edge technology and collaboration.
For Start-Ups
Credibility boost: Association with Alltech’s global brand gave start-ups instant legitimacy in a conservative industry.
Storytelling support: Brand workshops helped founders translate technical ideas into compelling narratives that resonated with investors and customers.
Visibility: Presenting at the Alltech ONE Conference put start-ups on a global stage, amplifying their reach far beyond what they could achieve alone.
The accelerator proved that brand is not just a logo; it’s the story that makes innovation believable, relatable, and investable.
Launch and Format
The first Pearse Lyons Accelerator launched in 2017, attracting applications from start-ups worldwide. Ten companies were selected for the inaugural cohort.
12-week program, with 3 weeks in Dublin at Dogpatch Labs.
Start-ups worked with Alltech and Dogpatch teams to refine business models, sharpen pitches, and prepare for market entry.
The program culminated at the Alltech ONE Conference in Kentucky, where start-ups presented to thousands of potential customers and investors.
Evolution and Impact
In year two, Alltech expanded the model by pairing internal “intrapreneurs” with start-ups, creating a two-way exchange of ideas. This reinforced the belief that innovation can come from anywhere, inside or outside the organisation.
Outcomes
Alltech’s brand became synonymous with innovation and collaboration.
Start-ups gained routes to market, credibility, and visibility.
Dogpatch strengthened its role as a global connector between entrepreneurs and industry leaders.
The accelerator created a lasting ecosystem where ideas could thrive, be tested in real-world markets and amplified by strong storytelling.
Conclusion
The Pearse Lyons Accelerator was more than a program; it was a brand transformation. By partnering with Dogpatch Labs and embedding brand strategy at its core, Alltech redefined its identity as an innovation leader in agriculture. For start-ups, the accelerator provided not only mentorship and market access but also the brand magic that made their ideas resonate.
Its success was evident in multiple dimensions. The accelerator solidified Alltech’s place as a global leader in agricultural innovation, strengthening customer relations by offering a window into the future of farming over the next two decades. Internally, the program elevated executive development, with ten Alltech mentors gaining invaluable exposure to start-up thinking and deepening corporate knowledge of ag-tech.
Externally, the impact was amplified by significant media attention: the 2017 program generated 67 major articles and an estimated $500,000 in advertising equivalence. For the participating start-ups, the results were transformative. Together they accessed 28 new markets, generated over $60 million in qualified sales leads, and shifted from production-led to sales-led organisations with sharpened international strategies.
Ultimately, Alltech concluded the program with a wealth of new insights into the role of corporate accelerators, proving that innovation thrives when partnership and brand strategy work hand in hand. What began as a spark of inspiration from John Lyons grew into a global platform that continues to shape the future of AgTech. The lesson is clear: innovation needs partnership, and partnership needs brand.
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