Carbon insetting is the new black in the agri-food chain, but proving it is a nightmare. Proba is building the verification layer to turn fertilizer emission reductions into bankable Scope 3 credits for food giants.

"Proba isn't selling carbon offsets; they're selling the auditable proof that a food company's supply chain is actually getting greener."

The real moat here isn't just the tech—it's the narrative. By positioning themselves 'with and for' the agri-food chain (fertilizer makers to food companies), they avoid the 'greenwasher' label. They are building trust in a market rife with skepticism. Their LinkedIn presence and key hires like Frank Zwart (Product) and Nikos Vellis (Research) indicate a blend of product rigor and scientific credibility.

• B2B2C Model: They sit between fertilizer suppliers and food brands, taking a cut of verified value.
• Niche SEO Strategy: Targeting specific technical queries (e.g., ammonia production) rather than generic traffic.
• Verification > Volume: Their value proposition is certification, not aggregation, differentiating them from standard carbon registries.