AgIntegrated Adds To Leadership, Sets Future Course

We here it far and wide in precision agriculture circles: the key to the next wave of technology adoption is in making all the disparate software, hardware, and systems “play nice,” allowing farmers to actually focus on farming and making the most of the data they collect.

Leveling the technological playing field by offering a “color blind” cloud-based solution and inviting manufacturers to participate has put AgIntegrated in the spotlight over the last couple of years. And with the very recent addition of ag technology veteran Kelby Kleinsasser, the company is looking toward further expansion and new horizons.

“We are thrilled to have Kelby join AgIntegrated’s executive team, with responsibilities that include directing and expanding our consulting division,” says Duane Reese, president and co-founder. “Kelby brings a highly relevant set of experiences in the software as a service (SaaS) business and cloud based, data-driven systems across multiple industries including agriculture. The addition of Kelby to our team demonstrates AgIntegrated’s commitment to drive precision ag adoption through open, integrated systems.”

We got an exclusive opportunity to catch Kleinsasser shortly after accepting the position to get his take on why he returned to agriculture for this particular opportunity, and where he sees AgIntegrated heading in the months and years ahead.

Who do you see as your key customers?

Our target is any party in agriculture that develops, institutes, oversees, or otherwise makes decisions on connected ag information technology.  Although there are varying terms used to define information management, our definition includes any software that is leveraged in the planning, controlling/execution and analysis of the crop lifecycle.

More specifically, this includes agronomic systems, decision support tools, telemetry platforms, asset (fleet) management, dispatch, ERP (general ledger, etc), and in-field computing (field computers, mobile apps, etc).  Our customers and prospects are therefore made up of ag retailers, ASP’s, independent software vendors, and precision technology and specialty hardware manufacturers.

Because more and more agribusinesses are working to streamline and productize their information management offering, we feel strongly that our business can grow by helping them deliver on promises with what is likely to be a messy technology environment at best.  And even if an agribusiness has not yet productized information management, they have invariably found themselves in the midst of a sophisticated web of parties who in many ways are competing with one another to earn status as an information manager in the growers’ minds.

We view all of those companies as targets for our services because we know that success is not guaranteed when the technology deck has been stacked against them.  In many ways we see ourselves as the proverbial “last mile” of fiber that a cable company or telco lays down to connect their subscriber to a broader infrastructure.

Where is the precision ag industry headed in 2013?

We believe that the industry will move forward quickly if companies capable of investing in information management technology R&D can stay focused on infrastructure and specialized solutions.  As long as they are, we won’t see the same money being thrown at multiple supposed one-size-fits-all solutions – the virtual stalemate and a perpetuation of the zero sum game we’ve seen in the past.

We’re pretty stoked that companies such as Raven with the Slingshot API and John Deere with FarmSight are creating infrastructure that will allow integrated solutions to actually work.  But, at the same time, we’re also seeing and hearing that most agribusinesses don’t have a clear vision for how they will leverage it and in many cases that they don’t understand it.  We will have been successful in 2013 if our targets perceive us as the company who can make it all work.

If the signals we’re reading hold true, we’d expect to see demand for our services and products growing even stronger throughout the next three to five years.  Regarding our products such as Onsite, the strategy is pretty simple.  We will invest in high quality, open products that enhance our ability to be successful integrators.

Above all, our prospects and especially our customers will see AgIntegrated becoming hyper focused with an accelerating tempo and stronger emphasis on proving that the open movement will deliver the elusive results that ag information systems have been promising.

You stepped away from ag for a little while. What were you working on?

I’ve spent the past year working with a healthcare technology company helping them to achieve scalability and to adjust products that adapt to the rapidly changing regulatory landscape.  More broadly speaking, my focus has been — and remains – on R&D and product management of pure SaaS business delivered via Cloud technologies that drives scalability, performance, mobility, and rapid innovation through software that’s easy to enhance.

What excited you about coming back to ag?

One word.  Movement.  The Collaboration Movement has considerable momentum and it’s creating enormous opportunities for innovation.  The landscape is very different from the ag of even three years ago.  There are countless opportunities to make a difference leveraging my strengths and interests here so I feel a sense of obligation to get back to work.  So when a leader in the Collaboration Movement – AgIntegrated – came calling, it quickly became obvious that now is the time to make this move.  I’m very pleased to be a part of the executive team and to be working with a group of very gifted professionals across the organization.

How is this going to affect agriculture?

The leadership at AgIntegrated has a great perspective on what it’s going to take for the business of ag information to grow as a whole and ultimately to use it to meet tomorrow’s demands for food production.  We share in our willingness to stick our necks out there and we don’t get too hung up on what people are saying.  During my time in the agricultural industry from 2008 through 2012, I was fortunate to meet a lot of people who taught me about agriculture, who care very deeply about it, and who are building awesome products to meet its needs.  Building on those products and relationships through a precision ag targeted consulting offering – and some cool new products of our own – our approach to information management will enable the industry’s best products to drive end user value.  We think of ourselves as color-blind technology enablers and although the mission of enabling is never done, we believe that we can help shape tomorrow’s ag information landscape.

Leave a Reply

Professionals Stories
John-Deere-and-Farm-Dog
Grower Services & SolutionsFarm Dog Strengthens its Integration with John Deere Operations Center
July 24, 2017
Farm Dog, the leading pest and disease management platform for growers and agronomists, has completed the second stage of its Read More
Interseeding Cover Crops
ProfessionalsA 3-Step Approach to Interseeding Cover Crops
July 18, 2017
As growers continue to search for opportunities to create healthier soils and increase yields, more trusted advisors and farmers are Read More
Grower Services & SolutionsVantage South Atlantic Announces Mid-South Expansion
July 10, 2017
Vantage South Atlantic announced that it has joined Trimble Agriculture’s global network of independent Vantage partners to provide farmers, advisors, Read More
BASF Maglis Grower Tablet
ProfessionalsPatience Needed: Lessons for Getting New Tech onto the Farm
July 6, 2017
A popular joke within the tech industry was trotted out at GAI AgTech Week in Boston, MA, speaking volumes about Read More
Trending Articles
Yield Data Image
Data ManagementYield Data: More Than a Pretty Picture
July 13, 2017
It is mid-July, which, for the Australian cotton industry, means that picking is still going on for some growers. A Read More
BASF Maglis Grower Tablet
ProfessionalsPatience Needed: Lessons for Getting New Tech onto the Farm
July 6, 2017
A popular joke within the tech industry was trotted out at GAI AgTech Week in Boston, MA, speaking volumes about Read More
PrecisionAg Vision Conference
EventsPrecisionAg® Vision Conference: Focused on the Future
June 13, 2017
PrecisionAg® is pleased to announce the return of its PrecisionAg Vision Conference, October 10-12, 2017. Based on overwhelmingly positive response Read More
Gavin Newsom Forbes AgTech-Summit
ProfessionalsAgTech Summit Aiming High for Modern Farming Solutions
June 12, 2017
THRIVE AgTech, in partnership with SVG Partners and Forbes, is hosting the third annual Forbes AgTech Summit June 28-29 in Read More
Quantix Drone Farmer
DronesTop 10 Most Intriguing Technologies in Agriculture
June 3, 2017
This may be a bit of stating the obvious here, but we’ll throw it out there anyways: as much as Read More
Farming iPad
Data ManagementOpinion: ROI or Die in Precision Agriculture
May 12, 2017
The thought of $3.50 corn for the foreseeable future seems pretty disheartening. However, if you look at the precision ag Read More
Latest News
Resistant-weeds-in-Brazil
InternationalUsing Precision Agriculture to Control Herbicide-Resist…
July 24, 2017
The occurrence of weeds in agricultural fields of grain and fiber production has caused losses to farmers for a long Read More
John-Deere-and-Farm-Dog
Grower Services & SolutionsFarm Dog Strengthens its Integration with John Deere Op…
July 24, 2017
Farm Dog, the leading pest and disease management platform for growers and agronomists, has completed the second stage of its Read More
Industry NewsLindsay Corp. Names Dow’s Timothy Hassinger New C…
July 19, 2017
Lindsay Corp. has  announced the appointment of Timothy Hassinger as president and CEO and a member of its board of Read More
InfoAg 2015
Events2017 Awards of Excellence Winners Announced
July 18, 2017
PrecisionAg Institute is pleased to announce its Awards of Excellence winners for 2017. Honorees of this year’s prestigious award are Read More
Interseeding Cover Crops
ProfessionalsA 3-Step Approach to Interseeding Cover Crops
July 18, 2017
As growers continue to search for opportunities to create healthier soils and increase yields, more trusted advisors and farmers are Read More
Rod Weimer and Paul Schrimpf
Excellence AwardsPast Recipients Of The PrecisionAg Awards Of Excellence
July 18, 2017
Since 2007, the PrecisionAg Insititute has sponsored the annual Awards of Excellence program. Here's a list of the past winners. Read More
Data ManagementEFC Announces FieldAlytics, Adapt-N Expanded Integratio…
July 17, 2017
EFC Systems is pleased to announce an expanded integration between its FieldAlytics product and Agronomic Technology Corp’s Adapt-N nitrogen recommendations Read More
Data ManagementOpinion: Benchmarking in Precision Agriculture is Big S…
July 17, 2017
Benchmarking has become a buzzword in precision agriculture recently and before we get too excited with all of the profound Read More
Yield Data Image
Data ManagementYield Data: More Than a Pretty Picture
July 13, 2017
It is mid-July, which, for the Australian cotton industry, means that picking is still going on for some growers. A Read More
Industry NewsQuick Rewind: Ohio Dealer Talks Deere-Precision Plantin…
July 12, 2017
A few weeks ago I took a quick trip south down I-71 to Central Ohio (for you non-Buckeyes, I-71 runs Read More
DronesSentera Launches Versatile Quad Sensor for Drones
July 12, 2017
Fully Customizable Filters on Sentera Quad Sensor Allow for Unique Crop Health Detection Capabilities Sentera introduces the latest update to Read More
Hortau Irrigation Management Software
Sensors/IoTHortau Named Finalist for CogX Artificial Intelligence …
July 10, 2017
Hortau was recently named a CogX Award finalist in the Best Artificial Intelligence Product in Agriculture category. The awards were Read More
Grower Services & SolutionsVantage South Atlantic Announces Mid-South Expansion
July 10, 2017
Vantage South Atlantic announced that it has joined Trimble Agriculture’s global network of independent Vantage partners to provide farmers, advisors, Read More
Ag Retailer and Grower WinField United
Decision Support SoftwareAgronomic Technology Corp Surpasses Daily Nitrogen Reco…
July 6, 2017
Agronomic Technology Corp, a leader in agricultural field modeling for soil, water, crops, and fertilizer, for the first time surpassed Read More
Precision IrrigationDealership Celebrates 25 Years in the Irrigation Game
July 6, 2017
25 years ago, Bobby Kempenich had an idea. An idea to launch a business that combined his knowledge of irrigation Read More
BASF Maglis Grower Tablet
ProfessionalsPatience Needed: Lessons for Getting New Tech onto the …
July 6, 2017
A popular joke within the tech industry was trotted out at GAI AgTech Week in Boston, MA, speaking volumes about Read More
Deere R4023 cab
Business ManagementOpinion: Reality vs. Hype in Precision Agriculture
July 6, 2017
I think there is a certain word that can accurately describe much of the precision ag and/or ag tech industry right Read More
Events2017 agBOT Challenge Winners Announced
July 6, 2017
Driverless robotic machines entered the fields of Gerrish Farms in Rockville, IN in June 2017. Universities and entrepreneurial teams showcased Read More