On May 14, the Seed Technology and Business (STB) Graduate Program at Iowa State University hosted the second session of its webinar series, titled “Leading a Startup Seed Company.” The event featured Dr. Keri Carstens, CEO of Jord BioScience, and Diana Horvath, President and Co-founder of 2Blades. Both speakers discussed their professional trajectories, organizational models, and the challenges and opportunities associated with launching startups in the seed sector. The session was moderated by Dr. Gary Munkvold, STB Program Chair.
Dr. Munkvold emphasized the shared mission of the featured companies: delivering agricultural innovations through seed-based technologies. Despite differing approaches, both organizations aim to translate scientific advancements into practical tools for farmers.
“The companies represented today are coming at this from different angles,” Munkvold noted, “but they share a common philosophy, delivering agricultural solutions to farmers through seeds.”
Diana Horvath described her journey from molecular biologist to venture capital scientist to nonprofit biotech founder. Her company, 2Blades, is dedicated to developing genetic solutions for crop disease resistance.
“We started 2Blades to fill a gap; translating high-impact plant science into tools farmers can actually use,” Horvath said. She also emphasized the importance of combining academic rigor with commercial application. “We wanted to work in both commercial ag and for smallholder farmers, and being a nonprofit gave us the freedom to do both.”
Keri Carstens shared a similar commitment to agricultural impact, but through a different lens. A farm kid turned regulatory toxicologist, Carstens joined startup Jord BioScience after 14 years at Corteva.
“I wanted to be part of the solution, and not just evaluate products after they were made,” Carstens explained. Her transition from corporate leadership to startup CEO allowed her to help shape both company culture and strategy. “Startups require you to wear all the hats,” she said, “but you also get to build the values and make decisions quickly.”
Both leaders acknowledged the unique hurdles startups face from funding uncertainty to the pressure of proving a new technology’s worth. Still, each saw opportunity in today’s volatile market. “In tough environments, large companies often rely on nimble startups to do the riskier work,” Carstens said. “That gives us space to innovate.”
Horvath echoed that sentiment, calling startups “a vital part of the agricultural innovation ecosystem.” She highlighted 2Blades’ ability to pursue long-term goals thanks to diversified funding. “We’re constantly evaluating how to stay lean and resilient,” she said, referencing shifts in public and private science funding.
The conversation also touched on the importance of building strong downstream partnerships. “We’re not a seed company,” said Horvath. “We work with seed companies to get our traits into the field. It’s about knowing our role in the agricultural innovation chain.”
Carstens agreed, adding that Jord focuses on custom-designed microbial technologies for agricultural partners. “Our goal is to improve product consistency—a top concern with biologicals—and help partners get to market faster,” she said.
The discussion turned to the evolving role of universities in supporting entrepreneurship. Both leaders observed that while faculty are often supported in tech commercialization, students can be left out. “There are more resources now—minors, certificates, and entrepreneurship centers—but they’re not always marketed to students,” Carstens said.
To fill that gap, Horvath noted that 2Blades has developed a year-long Leadership and Entrepreneurship for Scientists program. “We bring in experts to teach business and leadership skills,” she explained. “There’s clearly interest. Scientists want to know how to take their innovations further.”
When asked how to communicate cutting-edge science to potential investors or partners, Carstens offered a simple but powerful insight: “Grad school teaches you to use a lot of words. Business forces you to boil it down. You have 20 seconds, make it count.”
All registrants will be provided links to the recorded presentations, so even if you can’t make it live, be sure to get registered!
Join us tomorrow and next week for the remainder of our Seed Business Management free webinars:
Regenerative Agriculture, Low Carbon Products & A Better Bean
Wednesday, May 21 at 12:00 noon CSDT
Scott Raubenstine (Perdue Farms) & Han Chen (ZeaKal)
Explore how regenerative ag and carbon-smart crops are reshaping sustainability—and why beans are leading the charge.
Ag Market Outlook for 2025 and Beyond
Wednesday, May 28 at 12:00 noon CSDT
Dr. Chad Hart, Iowa State University
Dive into the data with an ag economist’s look at inflation, trade, policy, and profit potential for the year ahead.
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