About this episode

Johan Morales discusses Spain's role as a go-to-market hub and critiques traditional consumer behavior pitches in investment.

Episode 88: Zubi Capital: Johan Morales on Spain as the Go-To-Market Hub and the death of "Consumer Behavior" pitches In this episode, I sit down with Johan Morales, an investor at Zubi Capital, a Spanish asset management firm operating three distinct vehicles: a Venture Debt fund for impact scale-ups, an early-stage (Pre-Seed/Seed) Diversity Catalyst VC, and a highly specialized Type 1 Diabetes fund. Johan reflects on the $50 billion of wealth destroyed in the first wave of AgriFoodTech and explicitly outlines why pitches relying on changing consumer behavior are dead on arrival. We explore Zubi’s thesis on hardware-plus-software "add-on" solutions, why securing an ROI for farmers from day one is non-negotiable, and how international founders can use Spain as the ultimate fragmented market testing ground by setting up a local subsidiary. 🎧 Listen to the full episode to hear Johan’s masterclass on how to spot (and avoid) "impact washing" and why regulatory tailwinds are a bonus, not a business model. Key Facts Zubi Capital: Johan Morales: https://www.linkedin.com/in/johan-morales-impact/ Website: https://zubicapital.com/ Headquarters: Spain Goal: To deploy impact-driven capital…

People in this episode

Host: Alex Shandrovsky

Guest: Johan Morales

Topics covered

• investment strategies
• consumer behavior
• impact investing
• market testing
• AgriFoodTech
• venture capital

Keywords

• Zubi Capital
• impact investing
• consumer behavior
• Spain
• venture capital
• AgriFoodTech
• ROI
• market testing
• Type 1 Diabetes

Mentioned in this episode

Organizations: Zubi Capital, AgriFoodTech, Type 1 Diabetes, Venture Debt, Diversity Catalyst VC

Places: Spain

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