We are thrilled to continue our interview series, spotlighting the remarkable startups within the Rockstart ecosystem. This week, we feature Mary Ellis, founder of PheroSyn, a pioneering company revolutionizing pest control with pheromone-based solutions. By leveraging the natural communication systems of insects, PheroSyn offers a sustainable and environmentally friendly alternative to traditional pesticides. Their approach targets pests without harming non-target species or ecosystems, helping reduce chemical use while maintaining crop yields, offering a win-win for farmers and biodiversity alike.
Supported by Rockstart’s AgriFood, PheroSyn has grown from scientific innovation to a commercially focused startup tackling some of the most pressing challenges in agriculture. With roots in chemical ecology research and Mary’s own farming background, the company has honed its objectives to align with farmers’ needs while addressing the global demand for sustainability in agriculture. To learn more about PheroSyn’s journey, vision, and impact, Mary Ellis shares her insights on the motivation behind the pheromone-based approach, the challenges of scaling sustainable agriculture, and her advice for founders looking to make a difference.
What first got you into entrepreneurship?
“The motivation came during my MBA program in Canada. Various personality profile tests that I had access to all kept returning the same profile description – that of an entrepreneur. I recall my instructor telling me that I’d always “follow the beat of my own drum.” I then convinced two of my colleagues, also scientists doing the same MBA program, to start our first company. We were able to use the MBA program to explore our business idea and formed a company called Mind to Market Solutions (M2M). My entrepreneurial career of over 25 years naturally evolved from that basis.”
Tell us more about PheroSyn. How did your team come up with the idea?
“PheroSyn spun out of the chemical ecology group at Rothamsted Research. Pheromone technology is a proven technology in the marketplace but is restricted in its application due to challenges in synthetic chemistry in making pheromones. The scientists saw an opportunity to make more chemically complex pheromones, to break open the marketplace, and to operate in the white space of technology innovation. With my farming background, for me, it was the realization that there is an opportunity to play a big part in replacing harmful chemical pesticides with sustainable alternatives that could benefit farmers with new tools to combat pests.”
What motivated you to focus on the pheromone-based approach for managing pests?
“Pheromones are a proven alternative to pest management and have so many environmental benefits over conventional chemical pesticides. Our process produces identical copies of products occurring in nature. By using biomimicry, we can confuse pests and interrupt their reproductive cycle rather than blasting out toxic chemicals, which can, in turn, affect human health, cause pest resistance, and damage biodiversity. Pheromones are sustainable, non-toxic, natural, and highly species-specific therefore protecting biodiversity and pollinators in a way that chemical pesticides simply do not.”
What was/is your experience with Rockstart? How did its ecosystem support you along the way?
“Rockstart helped with the very early steps, well before they invested. As such, we gained each other’s support and trust at an early stage. The mentoring and people we have met along our journey with Rockstart have been outstanding. We deeply value the relationship we have built with Rockstart. We leaned into all that Rockstart offered, getting bi-weekly access to 2 formal mentors and a network of skilled individuals who share our values. They signposted well, giving us tools to ask questions that we would not necessarily have asked otherwise. This was particularly impactful in developing the relationship between myself and my co-founder Daniel Bahia.”
How have your objectives and goals changed since you first launched PheroSyn?
“Initial pest targets were chased based on scientific complexity and novelty. We now focus on commercial targets – we have assessed market fit and focused the organization around key pest targets that are devasting large areas of crops causing massive economic distress to farmers. So while the objectives and goals of sustainably producing pest management tools that also protect biodiversity have not changed, the focus of the business is becoming hardwired into the corporate culture. Goals and objectives are now much clearer and more defined.”
Looking ahead, what are your long-term goals for PheroSyn in terms of sustainability and impact?
“We want to provide sustainable solutions that save farmers money and protect yields in a cost-effective way. Our desire for impact is massive, and we intend to leave a lasting legacy that, along with other players, contributes to positive outcomes for the world’s very fragile food supply.”
With interest in sustainable agriculture on the rise, what industry trends do you find most exciting? What challenges do you foresee?
“Biomimicry using nature’s tools in a focused manner as pheromones do, will significantly impact pest management. Complimentary to that, CRISPR-Cas9, genetic breeding, and precision agriculture. I’m expecting to see crop genetic traits produce more resilience to dramatic events that the climate crisis will bring, including the widespread, unpredictable movement of pests. I think indoor farming will reinvent itself. GM crops and biological control will impact natural ecosystems and create some problems in addition to being a solution. Regulations remain a big challenge.”
In your opinion, what is the future of AgriFood? What are your predictions for AgriFood in the next 5-10 years?
“I’m concerned about “geopolitical instability”, poor leadership, and unfit regulations. Assuming we can get over that, I think “AgriFood” will be distilled into quick, effective solutions for precision farming, reducing crop inputs, and increasing biodiversity. Many currently developmental technologies will be too expensive. Climate change will eventually make it onto the agenda, either through active or passive participation.”
What advice would you give to fellow Founders at the beginning of their journey?
“Surround yourself with lots of people who know far more than you do, and enthusiastically embrace their inputs and advice until you know it is wrong. Then move on to the next brilliant cohort of people. It doesn’t cost lots of money and is far easier to do than many founders realize.”
Keep an eye out for more compelling stories from Rockstart’s portfolio as we highlight startups making a meaningful impact and driving innovation. Join us as we introduce the founders transforming industries and shaping a better future.
