Martha Montoya knew that having real-time data about factors affecting the food supply chain industry could maximize farmers’ profits while minimizing food waste. But investors wouldn’t listen to her at first.

The Irvine, California-based Latina entrepreneur learned how to speak the language of equity investors, Forbes reported. She went on to raise $1.85 million for Agtools, a software-as-a-service platform that gathers real-time government and institutional data on specialty crops commodities. Farmers, buyers, and others in the supply chain can use this info to manage forecasting and purchase orders.

In today’s curation of must-read tech and innovation articles, the Plug In South LA Beat, we’re digging into Montoya’s strategy for capturing angel investors’ attention:

Latina-Founded Agtech Startup Taps the Entrepreneurial Community to Succeed

Photo: Martha Montoya, CEO of Agtools. Credit: Orange County Business Journal on YouTube