People are tired to see projects like this but no actual use case and application after sales.
If i'm very clear with your comment, you are saying blockchain has no real application in agri-industry. Well, that's a person opinion though, which we need to verify by judging the start-ups working on such projects.
I feel the challenge is not that they don't have real case use but that the players are mainly not educated to grasp the workings of such technologies. But, in time, with proper marketing they will be familiar with it the same way they are now familiar with the smartphone echnology.