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Mushrooming agri-food tech startups that promise to solve critical issues in the agri-food system through technological innovation are increasingly perceived as an attractive new investment opportunity for venture capitalists and investors. This paper investigates how digital agri-food technologies are narrated, constructed, and promoted for financial investment. Through qualitative content analysis of agri-food tech industry reports, articles, and commentaries we trace the logic, rationales, and narratives of this most recent investment rush, and reveal its immanent techno-finance fixes. We conceptualize the agri-food imaginaries produced within the agri-food tech discourse as <jats:italic>financialized<\/jats:italic> imaginaries, and argue that they are specifically tailored to construct, incentivize, and legitimize this new agri-food tech space for financial investment. In their attempt to raise money from investors, venture capital firms further fuel this development by discursively creating an \u2018agri-food tech investment rush\u2019\u2014similar to the land and gold rushes of the past. Investments in agri-food tech startups, however, are presented to investors as both a profitable investment opportunity as well as a moral obligation, allowing for food production to cope with neo-malthusian and environmental threats. This paper contributes to our understanding of digitization as a socio-technical project, which includes the active envisioning and promotion of desirable agri-food futures.<\/jats:p>","DOI":"10.1007\/s10460-022-10383-6","type":"journal-article","created":{"date-parts":[[2022,10,31]],"date-time":"2022-10-31T17:04:07Z","timestamp":1667235847000},"page":"475-488","update-policy":"http:\/\/dx.doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":7,"title":["Constructing agri-food for finance: startups, venture capital and food future imaginaries"],"prefix":"10.1007","volume":"40","author":[{"ORCID":"http:\/\/orcid.org\/0000-0003-2440-1637","authenticated-orcid":false,"given":"Sarah Ruth","family":"Sippel","sequence":"first","affiliation":[]},{"given":"Moritz","family":"Dolinga","sequence":"additional","affiliation":[]}],"member":"297","published-online":{"date-parts":[[2022,10,31]]},"reference":[{"key":"10383_CR1","unstructured":"AgFunder. 2019, December 5. 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