LEADERSHIP
farming. Robotic systems manage pest control through beneficial insect release and UV treatment, eliminating chemical pesticides. During peak season, 16 robotic arms equipped with machine vision harvest 200,000 strawberries monthly.“ Material science, energy creation and energy storage are at the core of this and farming has much to give – growing materials and creating energy which can be used in a wider range of products,” Dyson said when his strawberries first hit shelves in 2021.“ The parallels between the two businesses are greater than you might think since the future for both is dependent on investment in research, development and continual improvement.” Dyson Farming is now one of the largest and most technologically advanced agricultural businesses in the UK, with Dyson spending much of his time focused on innovation in circular, closed-loop agricultural systems and technologies. The company’ s success demonstrates the power of Dyson’ s approach, which lies less in specific products or industries and more in reimagining established norms through design, technology and state-of-the-art research.“ I never intended to build a vacuum company,” he wrote in his memoir, reflecting on his journey.“ I am an inventor, and I happened to get frustrated with a vacuum. I don’ t see us as a vacuum company even today; we are a technology company that solves problems by changing the format of everyday objects.”
People think failure is a badge of honour now, but at the time, it felt like a disaster
James Dyson Founder Dyson
60 March 2026