As we prepare to attend the 2024 Grow-NY Summit on November 6th & 7th, it feels like the perfect time to shine a light on one of the driving forces behind Sweet Pea’s own success in the 2022 competition: Maureen Ballatori, founder and CEO of Agency 29. In this week’s Shelling Peas episode, Chef Ryan Jennings catches up with Maureen to reflect on her impact in New York’s food, beverage, and agriculture scene, a space that she’s uniquely suited to elevate. From Sweet Pea’s early journey to Grow-NY success to her agency’s broader mission, Maureen’s story is one of resilience, community, and dedication.

A Journey from Farm to Agency

Growing up on a dairy farm in Skaneateles, New York, Maureen was immersed in agriculture from an early age, although she didn’t initially envision a career in this field.

"If you told me at 14 or 15 that I was going to be doing what I'm doing now, I would have checked to make sure you had the right person.”

—Maureen Ballatori, CEO of Agency 29

Ballatori started her career intending to become an art teacher, but her grandmother’s advice to pursue a different path—paired with Maureen’s own pull toward marketing—led her to launch Agency 29, a business initially built on evenings and weekends while she worked full-time in professional services.

When Agency 29 eventually became her main focus, Maureen’s ambitions were clear. “I set a goal for myself at that time to be self-employed by the time I turned 29, which is where the 29 comes from,” she explained.

Today, Agency 29 is a 10-person team, thriving within the food, beverage, and agriculture sectors—industries that Maureen officially committed to in 2020. This pivot, validated by Agency 29’s early work with RealEats and Sweet Pea, has helped her agency stand out as a trusted partner for companies within New York’s agri-food ecosystem.

Guiding Brands Through Grow-NY

Maureen’s deep industry knowledge and her team’s focused approach have been invaluable for clients like Sweet Pea, which she helped navigate through the Grow-NY process in 2022. From advising on the pitch to shaping the story, Maureen’s support was pivotal in Sweet Pea’s win. 

"When we were going to work together for the first time, it was going to grow New York, and you guys have somebody win every year. I mean, results do speak for themselves."

--Ryan Jennings, Shelling Peas host & CEO of Sweet Pea Plant-Based Kitchen

Agency 29’s contributions have also been instrumental for other Grow-NY contenders. Maureen noted that “it’s challenging for CPG brands to compete with heavy ag tech that’s got some novel protein,” acknowledging the unique hurdles each business faces within the competition’s criteria.

Grow-NY’s ability to bring together global innovators who can advance New York’s food and agriculture sector is unmatched. To explore this impact further, check out our recent Shelling Peas episodes with Jenn Smith, Director of Food and Ag Innovation at Cornell’s Center for Regional Economic Advancement, and our interviews with three of this year’s Grow-NY finalists:

• Ethan Holmes of Holmes Mouthwatering, sharing the story behind his natural applesauce products.
• Néstor Zúñiga and Agustín Büchert of ClearLeaf, discussing their revolutionary crop protection solutions.
• Dr. Tali Feldman Sivan of Meala Foodtech, innovating ingredients to improve plant-based food textures.

Building the Future of Food and Ag Marketing

Today, as Agency 29 continues to grow, Maureen remains passionate about creating a meaningful impact. “Now that we’ve got the engine running, I’m like, let’s go,” she said, sharing her excitement to scale up while maintaining the agency’s values. She’s also setting her sights on new opportunities, including authoring a book and expanding her speaking engagements across the U.S. “One of the things I love to do is just have those in-the-moment conversations…podcasting is such a live, energetic discussion,” she reflected.

As we prepare for the 2024 Grow-NY Summit, we’re inspired by advocates like Maureen who work tirelessly to elevate New York’s food and ag industry. Her commitment to community, innovation, and growth sets a high standard in an evolving sector. Whether through her team’s guidance for Grow-NY competitors or her expertise shared on stage, Maureen’s contributions exemplify the power of strategic, thoughtful marketing in advancing our local food system.

Stay tuned for more insights from the Grow-NY Summit, and don’t miss our full conversation with Maureen on this week’s Shelling Peas.