Agrolinera: the Desafía Program startup reshaping dairy farming

25.04.2025 11:20, Rita Longobardi

Meet Juan Gutierrez Canseco, Co-Founder of Agrolinera. The sustainability-driven startup is transforming the dairy farming industry by digitalizing the collection and valorization of farm waste like manure and cheese whey, improving efficiency and promoting environmental responsibility. In May, Juan and the other nine Desafía Team members will participate in a two-week immersive business program across Zurich, Lausanne, and Bern to establish sustainable growth pathways in Switzerland's innovative ecosystem.

Juan Gutierrez Canseco is an economist with expertise in information technology and renewable energy, with extensive experience in IT and management consulting. After earning an MBA from the Wharton School, University of Pennsylvania, he co-founded a company in China focused on the digitalization of industrial supply chains in the steel and renewable sectors. In 2022, following the COVID-19 lockdowns, he returned to Spain and developed patents that led to the founding of Agrolinera, a venture he has since fully dedicated himself to. Outside of his professional work, Juan is a father of two teenage daughters and is married to his long-time business partner. His interests include developing transformative processes in rural areas through technology, as well as drumming and archery.

Can you tell us who your product or solution helps, and how?
Our technology upcycles farm waste into valuable resources, benefiting three groups:

Farmers and cheesemakers: We offer a cost-effective solution to manage waste and reduce carbon footprints by decreasing methane emissions.

Biogas and biomethane plants: We enhance the profitability and traceability of feedstock, increasing yield and value per cubic meter of biomethane. Cheese whey processors also benefit.

Rural communities: We mitigate the risks of traditional waste management, transforming farm by-products into valuable resources and fostering upcycling opportunities.

What market are you addressing and what is the potential of your startup in that market?
We are targeting the organic sludge management market, focusing on dairy farm waste, including cheese whey, for biogas plants. This market is mainly in developed countries with a strong dairy tradition, particularly the EU (56%) and Northeastern U.S. (25%). The total addressable market (TAM) is EUR 1.546 billion annually, with EUR 889 million directly addressable by our offerings. Agrolinera aims to capture EUR 58 million by 2030, a conservative target given our first-mover advantage and intellectual property protection.

What are your team’s key achievements to date?
We filed two system patents and developed a cheese whey collection prototype, now in a pilot project at Picos de Europa National Park with paid users and a long-term development plan with PDO Cabrales. We were selected for the Horizon Europe SoTecIn Factory Program for Social Innovators and the Spanish Ministry of Agriculture's Digital Agrifood Hub. We also participate in the UNE (ISO) 335 Standard Technical Committee for “Data-Driven Agrifood Systems” (ISO TC 247).

Awards include:
• Most Innovative Startup in Asturias (EBT Radar Prize, Regional Government of Asturias, 2024)
• Best Rural Development Initiative (Roberto Rivas Foundation, December 2024) • Rural Startup Awards, Sustainable Category (Spanish Startup Association, 2024)
• Green Entrepreneurship Award (Endesa Foundation, 2025)
We hold the EIBT (Innovative Technology-Based Firm) seal from ANCES.

What do you expect from Desafìa, and how will it help you achieve your vision?
We aim to explore sales opportunities, form partnerships, and connect with venture capital in Switzerland, while assessing how our proposal can contribute to rural development. Our primary goal is to evaluate Switzerland as a hub for our European market, understand its ecosystem, and explore capital-raising options. We’re also considering Central Europe for expansion. The Desafia Switzerland program will help us validate the Swiss market, find local partners, and connect with aligned equity funds.

Why Switzerland represents a great opportunity for you?
Our primary target market is international, with Switzerland serving as both a key market and a gateway to the EU, particularly Germany, France, and Italy. Developing the Swiss market will boost our credibility for broader market entry. Switzerland has 39 biomethane plants and 418 biogas facilities, making it an attractive market, with its large dairy cow population (500,000) and high income per capita, linked to strong environmental awareness. The Swiss dairy farming model closely mirrors that of Northern Spain, where we have our pilot project. Additionally, Switzerland’s active VC community, with European and global reach, supports our business growth.