While Silicon Valley obsesses over vertical farming apps, NIAB (National Institute of Agricultural Botany) operates at the coalface of global food security. With 456 employees and £45M in revenue, this isn't a startup—it's the UK's oldest agricultural science institution, now navigating a digital transformation that most agritech startups would kill for.

"They're not chasing viral content; they're chasing crop yields. And in the world of agri-science, that's the only metric that actually matters."

The tech stack reveals a pragmatic, not trendy, approach. jQuery and Bootstrap aren't dead—they're stable. Tailwind CSS shows modern frontend thinking, while Zendesk suggests serious customer support infrastructure. This isn't a startup burning cash on the latest frameworks; it's an institution investing in reliability. The lack of sophisticated analytics tracking (no clear conversion funnels visible) suggests they're either privacy-focused or haven't fully embraced growth marketing—both telling choices for a science-led organization.

• Direct traffic (35%) indicates strong brand recognition in their niche
• Key leadership includes AI Data Scientists, signaling digital transformation
• Social presence is active but modest—LinkedIn leads, not Twitter
• The 'niab star project' keyword suggests internal programs with external visibility