Jillian Gordon - Ovation Agriculture

Three words to describe your entrepreneurial journey: rewarding, everchanging and exciting. 

Founder name: Jillian Gordon 

Startup name: Ovation Agriculture 

Graduate from School of GeoSciences 

What is the startup?

Ovation Agriculture is developing innovative solutions to help livestock farmers improve animal health, productivity, and sustainability. Drawing on cutting-edge agricultural research, the company aims to provide practical tools and technologies that support evidence-based decision making on farms, helping businesses become more efficient, profitable, and resilient.

How did this come about?

I completed a PhD in Agriculture at the University of Edinburgh in 2025. Throughout my academic work, I became increasingly aware of the gap between research discoveries and practical implementation on farms. I founded Ovation Agriculture in 2022 at the start of my PhD to bridge that gap, translating scientific knowledge into solutions that can make a tangible difference for farmers and the wider agricultural industry.

What motivates you as an entrepreneur? 

I am motivated by the opportunity to solve real-world problems and create positive impact. Agriculture is facing significant challenges, including sustainability, efficiency, animal welfare and food security. Being able to develop solutions that help farmers succeed while contributing to a more sustainable food system is incredibly rewarding. I am also motivated by the chance to see research move beyond academia and create meaningful change in practice.

How do you define success? 

For me, success is creating genuine delivering measurable impact, changing the systems and making routine dental care part of normal health management for cattle. One of the most rewarding aspects of the journey so far has been validating the need for our solution and receiving positive feedback from farmers and industry stakeholders. Participation in entrepreneurship and innovation programmes has helped us refine the business, expand our network, and build momentum towards commercial growth.

What piece of advice would you give to budding entrepreneurs? 

Talk to your customers early and often. It is easy to become attached to an idea, but the most valuable insights come from understanding the people you are trying to help. Be prepared to adapt, learn from setbacks, and seek support from mentors and networks. Building a business is a journey, and persistence is just as important as innovation.

What role has Edinburgh Innovations played in your entrepreneurial journey? 

Edinburgh Innovations has provided invaluable support throughout my entrepreneurial journey. From business advice and mentoring to access to training, networks, and funding opportunities, the team has helped me develop both the commercial strategy and confidence needed to progress Ovation Agriculture. Their guidance has been instrumental in transforming an academic idea into a growing business opportunity.

What’s next? 

The next phase for Ovation Agriculture is focused on scaling and commercialisation. We are continuing to work closely with industry partners and customers to refine our offering, demonstrate impact, and expand our reach. Our goal is to bring innovative, research-led solutions to more farms and play a meaningful role in the future of sustainable agriculture.