Promoting Precision Agricultural Innovation in a Risk Averse Marketplace

As precision agriculture consultants we constantly are being asked our opinions on where to invest, and how to strategically invest in innovation. Stereotypically, farm operations are constantly in search of stability. Conversely, technology is in a constant and rapid state of evolution. An ongoing tug-of-war exists between these two very different mindsets. But how is it possible for farm operations to innovate when their focus is on stability? Here are three ways that can help make this happen:

1. Look Outside for Tools and Ideas

Farmers have been looking externally for new ideas for many years, but mainly through coffee shop conversations. This type of interaction does provide value in some form through sharing of ideas and potentially benchmarking. However, this type of interaction may create an ‘echo chamber’ of sorts, in which we as humans tend to gravitate to relationships where we interact with like-minded people. Twitter can be a great source of information and a way to connect to the outside world to discover new ideas. However, in the world of Twitter, users often create a similar ‘echo-chamber’ type of interaction, writes Wray Herbert on HuffingtonPost.com. It is important that we as precision agriculture professionals promote and make a conscious effort to engage and search for new ideas outside of our circle. Often there are similarities between other industries and agriculture, and there are products and ideas which can be applied to our industry. Another, perhaps crucial component that the agriculture industry could improve on is attracting external talent. There are many careers in which similar skill sets are developed to what is needed for agriculture. In precision agriculture, specifically those trained in Geographic Information Systems, computer programming, and software engineering can potentially be invaluable to a farm operation.

2. Share Risk

Farm operations are generally risk averse. Failure can be a waste of resources, cause financial loss, and potentially cause extended future harm. Generally, new initiatives are tested until there is very little uncertainty on their outcomes. This experimentation provides confidence to decision makers that they are in fact making the correct decision. Innovation usually does not happen like this, through many years of experimentation, but instead through running many experiments at once in parallel. This approach is only possible in agriculture by sharing the risk and having many partners in a research network run the experiments together. This type of strategy requires a culture in which duplication and failures are tolerated. This type of culture also needs to drive cooperation, and data sharing. Operations need to buy into things such as data sharing and aggregation. It is likely that as this culture continues to evolve in agriculture, more companies with this type of service will emerge (e.g., Farmers Business Network).

3. Win the Small Battles

Farm operations are unlikely to jump in head first to new solutions. Progress will be incremental, and resistance may be strong. Persistence is essential. Many operations trust their experience, and feel security in stability. Big data and analytics give us the power to analyze and interpret very complex data sets. This mind-set can greatly over complicate trials, and make it difficult for farm operators to interpret, and feel confidence in the research. In most cases simpler is better, and it is best to break things down into smaller pieces, and simpler trials. Many are skeptical that a computer may be able to help them to do their jobs. It is imperative that we as precision agriculture consultants start simple, and generate ‘proof of concept’ research. As these results roll in operators will recognize that data analytics provide a new and powerful tool to improve operations. At this point, operators will feel confidence in more complex results and trust these interpretations.

Leave a Reply

Business Management Stories
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
Alabama bottomland
Business ManagementGreenPoint AG: Dealing in Ag Tech Down on the Delta
June 5, 2017
Precision-farming veteran Ben Carlisle is the Agricultural Technology Manager for GreenPoint AG, LLC, a retailer with locations in Arkansas, Louisiana, Read More
Business ManagementBionic Leaves: Future Source of Endless Fertilizer?
April 21, 2017
*Article Notes: This monthly column takes some crazy sounding ideas and applies them to the field of Ag Tech. The Read More
Ag Retailer and Grower WinField United
Business ManagementMirror Mirror on the Wall, Who is the Most Trusted Ag Advisor of Them All?
April 4, 2017
Who is the most trusted ag advisor of them all? It’s a question I think we’ve all heard before, mind you Read More
Trending Articles
Resistant-weeds-in-Brazil
InternationalUsing Precision Agriculture to Control Herbicide-Resistant Weeds in Brazil
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
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
Latest News
John Deere Headquarters Reuters Eric Thayer
Data ManagementAnother Integration: Deere, Granular Link Up
July 26, 2017
John Deere and Granular announced today a product development and co-marketing agreement that gives John Deere customers more tools to Read More
Senet Network
Sensors/IoTSenet, Sensoterra to Deliver Real-Time Soil Moisture Mo…
July 26, 2017
Senet, a provider of global connectivity and network management for the Internet of Things, and Sensoterra BV, a provider of Read More
AGCO White planter 9800VE
Systems ManagementAGCO to Acquire Precision Planting
July 26, 2017
AGCO and The Climate Corp. announced today that a definitive agreement has been signed for AGCO to acquire the Precision Read More
CNH-and-Trimble-Data-Sharing_1
Data ManagementTrimble, CNH Collaborate on Data Sharing Connectivity
July 26, 2017
Trimble and CNH Industrial, a global leader in agricultural equipment, have announced they are enabling wireless connectivity between Trimble Ag Read More
Imagery/SensingEFC Systems Announces Imagery Delivery Integration with…
July 25, 2017
EFC Systems, Inc. has announced a new integration between its FieldAlytics product and Geosys Bridge API for direct delivery of Read More
Tablet Grower
Data ManagementProspera Raises $15 Million to Transform Farms with Dat…
July 25, 2017
Digital farming company Prospera has announced a $15 million Series B funding round. Qualcomm Ventures, the investment arm of Qualcomm Read More
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