Commitment to Performance
An Overview of Agra Tech through the years
Agra Tech, Inc. in Pittsburg, CA, manufacturerer of commercial greenhouse systems, recently unveiled new High Quality videos that tell the company’s story through the words of its customers and narrated by its own employees.
Created by Mike Abinanti, a freelance film producer in Spokane, WA, the video series covers three specific aspects of Agra Tech and another one that gives a company overview. Abinanti has more than 30 years of experience, working for literally every TV network over the years and also helped to establish TV networks in places like India, South Korea and in the UK. He has produced special effects for ABC’s Monday Night Football and is a triple threat, because he can shoot film, write scripts and do the final production for any video he’s involved in.
The Pound family, the owners of Agra Tech did not have to look very far to find a producer for their videos, because Mike is a cousin and willing to do the job. “I always have been curious about the ATI story, it’s my nature,” Abinanti explained. “Over the years, I have seen them go through the many different phases that any company goes through as it grows. All of the people involved in Agra Tech are the most dedicated hard working people I have ever met, so I wanted to document that in some way and tell that story.”
As Abinanti started talking to Agra Tech’s customers and doing his research about the greenhouse growing industry overall, the project started gaining momentum and taking shape. “I spent time looking at other videos out there in the commercial greenhouse industry and realized that everyone was making basic YouTube videos,” he said. “To make certain that our videos stood out and to differentiate us from the competition, I told the Pounds that I wanted to produce everything in 4K video and bring in special equipment to get some unique and difficult shots that are hard to achieve in the normal production process. Fortunately, they agreed to everything I proposed, including the travel time and the crew that included Trent Siegel, a well-known photographer out of Seattle WA. It’s just a great story and I wanted to tell it.
Agra Tech’s Owner John Pound did a voiceover for one of the videos and enjoyed seeing the production process firsthand. “First, Mike met with a few of our customers and they helped him to learn more about what we do here” Pound said. “Then, once we decided which way to go, he took care of the rest—schedules, scripts, customer interviews—all of it. One of the best parts of the process was the invaluable feedback that Mike delivered after doing all of the client interviews. We learned about what they think of us, which is always good for any company to know.”
Anita Pound at Agra Tech is proud of the video series and loved working with Abinanti, she said. “Working with Mike Abinanti is an amazing experience. He goes far beyond just making a video. By listening to what we and our customers had to say, he was able to identify what it is that makes Agra Tech unique and then highlight it in the video. We do a lot of things here at Agra Tech, so finding a way to communicate that in a video is not that easy. The message would not have come out so clearly if Mike wasn’t there to guide us. His photography is stunning! I can see the tomatoes on screen and I want to reach in and grab one to eat. Mike is a genius at what he does and great to work with. Not only did we end up with great videos, we learned about ourselves, Agra Tech, from the process.”