Farming seems vulnerable.
First, we hear stories about patented crop strains and mega-companies suing small farmers.
Second, we hear crops are engineered to grow fast and big, with little regard of flavor.
Third, we hear about farmers having to reverse engineer their own equipment.
Fourth, and most importantly, we hear how the farming industry relies heavily on the poor and vulnerable in order to pick and process crops at reasonable labor prices.
It seems like there are issues in farming that fit square into that tech-meets-social-justice. On the surface it makes sense to approach the problem differently (aka 'disrupt') in order to: 1. tackle a huge industry (big problem space), 2. provide tastier food closer to home (good appeal to the market), 3. not exploit people (social justice)
I used the word 'seems' a lot, because thats only the impression I've gotten. I have no idea if it's true.