Is Agtech Ignoring Farmers?
Editor’s note: In a recent issue of Upstream Ag Professional, agribusiness analyst Shane Thomas offers his take on the frequently asked question: Is Ag Tech Ignoring the Needs of Farmers? Here’s a summary of that article:
I recently read the article “This is AgTech. Not TechAg. Is the Industry Still Ignoring the Needs of Farmers?” from AgTech Navigator. The article explores the integration and perception of agricultural technology within the broader agriculture industry. It challenges the notion that agtech is a distinct subset, arguing instead that it is integral to modern agriculture.
The article defines agtech as hardware and software technologies such as farm management systems, precision application tools, and autonomous machines, highlighting that major agricultural companies like John Deere and Bayer Crop Science are significant agtech providers.
The perceived disconnect between agtech and traditional agriculture is attributed to the difficulty companies face in creating user-friendly, economically beneficial products that manage farmer risk and add value throughout the supply chain. Even established companies have struggled to achieve financial success with digital farming solutions despite understanding farmers’ needs. The article emphasizes that the successful adoption of agtech often depends on integrating it with existing assets and knowledge bases, as demonstrated by John Deere’s effective technology deployment in Brazil.
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The article also discusses the importance of having a farmer’s perspective in company leadership. While Agtonomy CEO Tim Bucher suggests hiring farmers into leadership roles, the article presents a broader view. It argues for hiring the best candidates for specific roles while ensuring access to farmers’ insights through various means. Examples include InnerPlant’s internal farmer group, SoilTech Wireless’ farmer investors and advisors, AgVend’s advisory board members with farming backgrounds, and Lumo’s CEO gaining firsthand experience by working with farmers.
Ultimately, the article concludes that agtech should be seen as a core component of the agriculture industry, with the understanding that effective integration and a deep knowledge of farmers’ needs are crucial for success. Companies should focus on demonstrating their understanding of the market and providing innovative solutions rather than relying solely on their tenure in agriculture.
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