In 2011 Friedberg decided to sell exclusively to farmers, and WeatherBill changed its name to The Climate Corporation. “We needed to feel a little less Silicon Valley and less whimsical,” said Friedberg. For the next few years he would spend half his time on the road, explaining himself to people whose first step was toward mistrust. “Farmers don’t believe anything,” he said. “There’s always been some bullshit product for farmers. And the people selling it are usually from out of town.”
