Key Takeaways
- UpTerra has appointed Brian Poindexter as Chief Operating Officer.
- Poindexter will lead operations, growth strategy, and execution as the company scales TerraFlow.
- TerraFlow is designed to improve irrigation water performance through vortexing and frequency imprinting technology.
- Poindexter brings more than 15 years of experience in strategy, operations, and large-scale program execution.
- The appointment supports UpTerra’s expansion across major U.S. growing regions.
UpTerra Names Brian Poindexter Chief Operating Officer
UpTerra, a company focused on improving irrigation water performance in agriculture, has announced the appointment of Brian Poindexter as Chief Operating Officer. In this role, Poindexter will oversee company-wide operations, growth strategy, and execution as UpTerra expands deployment of its TerraFlow technology across key U.S. agricultural markets.
Poindexter will report directly to Steve Birch, Chief Executive Officer of UpTerra. The company stated that the appointment is intended to strengthen operational leadership as it moves from early deployment into broader commercial scale.
“I joined UpTerra because it's rare to see science and purpose so deeply aligned,” Poindexter said. “Strengthening the foundation of water performance can change the future of farming, particularly where water is scarce.”
Scaling TerraFlow Across Agricultural Regions
UpTerra’s flagship technology, TerraFlow, uses patent-pending vortexing and frequency imprinting processes designed to enhance how water interacts with soil and plants. According to the company, the technology improves water infiltration, plant absorption, and nutrient delivery, helping growers get more value from existing irrigation systems.
As Chief Operating Officer, Poindexter will be responsible for translating this technology into scalable operational systems, supporting adoption across diverse growing conditions and regions.
Operational and Strategic Experience
Poindexter brings more than 15 years of experience leading strategy and operations programs across technology, consumer products, and sustainability-focused initiatives. Prior to joining UpTerra, he served as Managing Director at Catalytic Strategy, where he founded and led a consulting practice supporting companies from Series C through mature stages.
In that role, he guided growth initiatives spanning sales, product development, and engineering, helping clients enter new markets, accelerate product launches, and improve international revenue performance.
Most recently, Poindexter served as Program Director for Packaging Innovation at A/B Consulting. There, he led a multi-year circular packaging initiative for a top-three U.S. retailer aimed at reducing plastic waste by up to 30% while generating significant new revenue. He managed a 30-person cross-functional team responsible for the operating model, go-to-market strategy, and stakeholder engagement.
Earlier in his career, Poindexter was a Project Leader at The Boston Consulting Group, where he worked with Fortune 500 companies across sectors including utilities, consumer goods, energy, and technology.
Leadership Background and Education
Poindexter holds dual degrees in Business and Liberal Arts from the University of Texas at Austin and is based in the San Francisco Bay Area. UpTerra stated that his background in translating complex technical initiatives into scalable commercial programs aligns with the company’s next phase of growth.
Supporting UpTerra’s Growth Strategy
With Poindexter joining the executive team, UpTerra aims to strengthen operational execution as it scales TerraFlow adoption nationwide, supporting growers seeking to improve irrigation efficiency and water performance under increasingly constrained conditions.
