Jack Brugger

Overview

RegenOS is B2B software that helps regenerative farmers and production companies manage their supply chain, trade directly, and cut food waste. My role was to lead early discovery, design, testing, and launch the first MVP with initial customers.

Key results

Led user research with farmers, farmhands, and food production managers, converting several of them into early adopter customers.

Defined MVP workflows and a scalable design system that helped secure a €250k grant for the venture.

Partnered with the founder and backend engineers to scope, test, and ship the first versions of the platform.

Approach

Immerse & Frame

Conducted in-depth field research with Dutch farmers and production companies.

Rapidly Build

Bootstrap solutions using Airtable, Supabase, Claude, Lovable, etc. Validated workflows with early adopters.

Design scalable systems

Developed a number of flexible patterns in Figma and modular components suitable for a variety of use cases.

Discovery

Through interviews with farmers and a dedicated focus group, we consistently heard how value leaks out at every step: major retailers like the Albert Heijn pay only for “perfect” produce, weekly orders swing unpredictably, and logistics, storage, and quality risk are pushed back onto the farm.

Even highly motivated farmers who want to grow regeneratively struggle to build a bankable business case in a system that was never designed for them.

Key pains

Farmers lose a big share of revenue on surplus and “imperfect” crops that they cannot easily sell or process.

Agricultural value chains are optimised for uniform, low‑risk commodities, not the messy reality of regenerative farms

Critical data (quality, grades, volumes, traceability, pricing) is fragmented across spreadsheets, emails, and manual ERP exports, making every deal slow and error‑prone.

The EU loses €132 billion anually due to food waste. This is equivalent to 59 million metric tonnes of food. That's enough to feed 25% of the EU population every year.

Solution

We first explored a decentralized, service-led model (formerly RobinFood), but pivoted to an AI‑driven farm management system and system of record (now RegenOS). RegenOS acts as an insights platform: we own and structure the data, while farmers keep control of the decisions, reversing our earlier model where we drove decisions on top of their data.

Due to NDA, solution details are intentionally withheld. Please reach out to me if you'd like to hear more details about my work at RobinFood and RegenOS.

Takeaways

Prioritize purpose before process or pixels.

Anchor software design strategy in systems that empower human control.

Maintain rigorous quality standards ruthlessly, but go lean.

RegenOS

A decentralized food waste app that valorizes supply chains for Dutch farmers and production companies.

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