Dirt Smart
Dirt Smart brings bold conversations with the farmers, technologists, entrepreneurs, and change makers who are rethinking how food is grown, how land is cared for, and how technology is shaping the future of our food systems. No fluff. No jargon. Just bold ideas, hard-earned insights, and real-world stories from real people doing the work.From soil health to ag tech, climate resilience to farm entrepreneurship, we dig into the challenges and breakthroughs shaping the future of food and the planet.If you're a grower, a builder, or just someone who gives a damn — you're in the right place.
Dirt Smart
Ep. #3 Global Cherry King - Matt Hancock
Known across the industry as the Cherry King, Matt Hancock founded and led Norton Folgate, one of the UK's most influential produce businesses. From cherries to citrus, grapes to rhubarb, Matt spent decades mastering the brutal beauty of the fresh supply chain - where taste, timing, and trust is everything.
Matt continues to advise the next generation of operators, helping them understand what it really takes to get fresh produce from farm to shelf.
In this episode we dive into cherries, fruit, technology, AI, the hidden challenges of the supply chain, the super market squeeze, and the future of the produce aisle.
Learn more about Norton Folgate:
https://theorchardfruitcompany.com/norton-folgate/
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