Case Idai Nature brand: the disruption of a leading global biotech

Carlos Ledó is the company’s founder and owner of the Idai Nature brand, an entrepreneurial agricultural engineer with a background in business management and a believer in the world of branding. He is a visionary who has taken on challenges with passion and perseverance and who has been able to develop a disruptive business model in agricultural biocontrol, while consolidating very good relations with stakeholders and a strong commitment to his team, society and the Valencian economy. Carl Yung, the Swiss psychologist and essayist, would define him via two of his personality archetypes –the Magician and the Warrior– for his capacity to transform the category, for his commitment to people’s empowerment and for his tenacity to overcome the barriers of everyday life.