Ideas deemed to have some potential receive a smallseed grant to develop the idea further, often in collaboration with people from other corners of the business.
Helping with seed, advice, fertiliser, and offering the small farmer the ability to band together to counterweight the market power of the large buyers.
After a few months and a harsh (but much-needed) conversation with one of our seed investors, I stopped doing everything else until we nailed our product and validated our assumptions with small cohorts of customers.