Voices of Women in Ag Tech: Ambassador Profile on Kathleen Glass
Women in Ag Tech is a newly formed and crucial group that aims to provide women in agriculture technology with a platform to connect, engage, and build a community.
As part of our commitment to promoting diversity and inclusivity in the agricultural technology sector, we bring you exclusive insights from our inspirational ambassadors and other women leading the way forward in ag tech.
We recognize the importance of hearing directly from women in our industry. Their expertise and unique insights offer a fresh and dynamic approach to tackling challenges and driving innovation in this rapidly evolving field. Join us as we delve into their stories and expertise empowering you with the knowledge and inspiration to shape the future of Ag Tech.
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In this Ambassador Profile, we feature Kathleen Glass of AquaSpy.
Kathleen Glass
Who are you and what do you do in the ag tech industry?
Kathleen Glass: I am Kathleen Glass, VP of Marketing for AquaSpy. In that role, I am responsible for educating the market and our partners about how to improve irrigation and input decisions through insights and process improvement using real-time data from the field. I have found that tech adoption in ag is much different than in the high-tech world I come from. I believe we can evolve this through partnership, collaboration, and coopetition. I’ve been reaching out to programs like UNL-TAPS to help them grow their program reach to other regions, as well as getting involved with organizations like Global Ag Tech Alliance, Women in Ag Tech, and Leading Harvest. I believe that part of my mission in Ag Tech is to help growers understand how ag tech can solve the problems we have facing us today related to labor shortages, climate change, depleted soil quality, and water shortages. I can’t do all that alone, so I work to find like-minded folks so we can achieve this together.
How did you achieve the success that you have in the industry?
KG: I don’t come from an ag background, so this has meant a steep learning curve. I am constantly reading, talking to people, listening to podcasts, attending events, and making connections.
Could you share a pivotal moment in your career that helped you get to where you are today?
KG: I had no I idea what I was getting into when I got into ag. I knew my CEO from another startup we’d launched, and I had a lot of experience in IoT. So I thought this would be fun! I’ve done B2B marketing in many other types of industries including trucking, waste, oil and gas, and construction, so thought, how hard could it be? I was so wrong! Selling to growers is more like selling to consumers and unless you are selling to a big agri-business, there are no “buying committees” or traditional buying processes. There is literally a season to it. A “trial” isn’t 14 or 30 days, it’s a whole season, which can be many months. So, I basically threw the digital marketing rule book out the window, humbled myself, and started experimenting. I do a lot more traditional marketing like postcards, field signs, and print ads than digital stuff.
What advice would you give to other women trying to succeed in this field?
KG: Get out there, join groups, and go to events! Make friends! Get on social media or start a podcast. Farmers are quite active on social media and podcasts so that’s a great way to connect with others. I am happy to see more ranchers and farmers on LinkedIn and encourage more to set up a profile and post.
Is there anything else you would like to share with our readers?
KG: One of the things that keeps me motivated about ag tech is that we really do have the opportunity to make a positive impact on the planet.
What’s a fun or unexpected fact about yourself?
KG: I am so passionate about California native plants that we’ve transformed our front garden into all Southern California natives (coyote bush, several sages, two kinds of buckwheat, manzanita, and a few others). This was before I got into ag and was my first venture into understanding soil health and “good bugs.”
What was your first job?
KG: I worked in the credit department of a department store and part-time covered gift wrap and ran the ticket counter so I got first dibs on a lot of concerts, and I can wrap a package in no time at all.
Women in Ag Tech is a crucial initiative for advancing and advocating for women in the field and provides a platform to connect, engage, and build a community. The initiative prioritizes opportunities for women to engage both face-to-face and virtually by cultivating a collaborative community through access to mentorship programs, idea exchanges, and collaboration with professionals and organizations within our industry.
Join our Women in Ag Tech LinkedIn Community Group and attend our first in-person meeting at Tech Hub LIVE in Des Moines, Iowa on July 24th. Learn More and Register at TechHubLIVE.com.
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