GreenPoint AG: Dealing in Ag Tech Down on the Delta

Alabama bottomland
GreenPoint Ag has developed a program for precision ag technology, called Incompass. This all-inclusive program brings together multiple farm data collection and analysis tools to help farmers use crop inputs more efficiently and realize maximum economic yields.

Precision-farming veteran Ben Carlisle is the Agricultural Technology Manager for GreenPoint AG, LLC, a retailer with locations in Arkansas, Louisiana, Mississippi, Texas, Kentucky, and Missouri (with headquarters in Memphis, TN). He additionally pulls double duty as a WinField AnswerTech “Expert” that uses FieldAlytics, WinField’s R7 Tool and NutriSolutions platform, Farmobile, and Climate FieldView, all in the name of providing GreenPoint’s many customers a higher level of service in his day-to-day role.

According to Carlisle, when you talk about row crops in his region, typically you’d be referring to corn, soybeans, cotton, grain sorghum, rice, or sugar cane. Although he readily admits that when it comes to technology integration down in the Delta, “we’re still seeing the highest ROI in corn and beans. It’s where we can really move the mark.”

No big surprise here, but return-on-investment drives everything for GreenPoint AG’s precision farming customers, and Carlisle estimates the company is sitting on about 650-700,000 acres of field boundaries in its systems currently. He says customer expectations of him and his crew vary widely among the different tiers of adoption among GreenPoint AG’s patrons, whether it’s someone just doing a little around fertility management or looking at yield data for hybrid selection, or they go the full-service route.

“At a WinField Answer Plot, I had a grower tell me ‘I want someone to take the seven hundred pages of data I collect, take the information, and tell me what to do in one page’ which I thought was really interesting,” Carlisle remembers.


With many of the specialty crops grown in his region not having yield monitor capabilities and the lack of new equipment, it’s natural to assume imagery is a big deal down on the Delta. Not so fast, Carlisle cautions.

“When you look at imagery there’s a couple different challenges we face,” he explains. “One is, when you decide to go with a single imagery provider for the year and then it turns out the imagery is inconsistent as far as acquisition, it’s hard to know when you’ll be able to deliver it to a grower.

“When it comes to fixed wing, so far we’ve found that it’s almost cost-prohibitive — although we’ve recently met with some companies in the last year, we’ve seen costs per acre greatly reduced. Basically, what I am trying to say is, guys are still hesitant in this economy to invest in imagery programs.”

Ben Carlisle
Ben Carlisle

Where GreenPoint is doing some work with imagery is, like others, in directed scouting, soil, and tissue sampling programs. And Carlisle hopes a recent use-case will bear more profitable fruit this summer.

“I think for us where imagery could really come into play is in cotton,” he says. “When we put down defoliant, it’s a challenge to get that field defoliated evenly due to varying biomasses across the field, and when we’re looking at when we defoliate, the timing of it, imagery could help us out a little bit there too in making a data-driven decision. And it could potentially keep another trip into the field from happening.”

Carlisle also anticipates the launch of John Deere’s RFID-powered cotton Harvest Identification product, which one of GreenPoint’s customers got to Beta trial this past season. The system consists of an RFID reader on board the JD 7760 cotton picker and it reads the RFID serial numbers embedded in the module wrap, documents 11 of the most important data points during module formation to improve traceability of cotton modules.

“When you think about yield monitors in cotton, there’d been no way to associate this bale came from this plan. With this new RFID system, if they get it developed properly, it’s going to help us to an extent that we can take just one bale and associate the yield to one point (in the field).”


Carlisle helped develop and launch GreenPoint AG’s in-house precision ag services brand, dubbed Incompass. He says the branding effort came about because GreenPoint was deploying so many different precision technologies it needed an umbrella term to use when referring to its precision agriculture department.

“In Incompass we use FieldAlytics for writing prescriptions, WinField’s R7 tool for in-season imagery, Farmobile to capture the machine data and Climate FieldView Plus, and we’re live with the WinField Data Silo,” Carlisle says. “I think the data silo will really help us in moving data from program to program.”

GreenPoint is also deploying one of the more popular technologies to be introduced in recent years — 360 Yield Center’s 360 SoilScan portable soil nitrate tester.

“It gives us a good reference of ‘Yes, you need to apply more, or no you don’t,’” Carlisle shares. “It’s not as good as a lab test, but it is good enough to let us know if we need to make another pass or if there’s enough N there to get us through the season.”

And, last but certainly not least, integration between GreenPoint’s FieldAlytics software for writing agronomic prescriptions and the ERP platform, Merchant Ag, allows the them to save resources on the back end that can be directed elsewhere.

“We’re just starting to sync those two together so when we write a prescription in FieldAlytics it automatically creates a batch in Merchant Ag, eliminating the need to print and re-enter fertilizer quantities. Future possiblilities are endless with the integration of these two systems.”

So, as Carlisle and his crew of nine ag tech specialists flung throughout GreenPoint’s 50 retail locations around the Delta region prepare for another season selling precision ag technologies and services at the farm gate, he agrees now is as good a time as any to be a precision agriculture professional.

“Something I picked up at your Innovation Series events, and I’m seeing the same thing in our trade area with our growers, is that there’s so many tools out there and they’re really looking at the trusted advisor to tell them what’s good and where would they be getting their ROI from technology, which is something that I haven’t seen in the past.

“I would say that, as we stand today, there is a very unique opportunity to bring a new level of service to that customer.”

Leave a Reply

Business Management Stories
Business ManagementBeing a Great Team Player in the Precision Agriculture Game
March 15, 2018
Only great team players who are great teammates, have the potential to get championship results. Each player on the team Read More
Business ManagementOpinion: Closing the Gap Between the Precision Ag Industry and New Graduates
March 1, 2018
As my time as an undergrad comes to a close, I look at the precision ag industry and I see Read More
Business ManagementIndigo Launches On-Farm Storage to Facilitate a Direct Farmer-to-Buyer Grain Marketplace
March 1, 2018
Indigo Ag, Inc., a company dedicated to harnessing nature to help farmers sustainably feed the planet, has launched an on-farm Read More
AmericasNFMS 2018: Precision Farming, Ag Tech Developments from Louisville
February 21, 2018
Last week’s annual National Farm Machinery Show (NFMS) in Louisville, KY, was this author’s first experience attending the mid-winter Midwest Read More
Trending Articles
Business ManagementBeing a Great Team Player in the Precision Agriculture Game
March 15, 2018
Only great team players who are great teammates, have the potential to get championship results. Each player on the team Read More
Dr Brian Arnall Oklahoma State Paul Schrimpf
Excellence AwardsOpen For Nominations: PrecisionAg Awards Of Excellence Honor Outstanding Achievement in Ag Technology
March 7, 2018
Nominate an outstanding individual for one of four PrecisionAg Awards of Excellence. Recipients will be honored at a special ceremony during the 2018 InfoAg Conference in July. Read More
AmericasCrop Scouting in Brazil Improves Through Intelligent Pest Monitoring Systems
February 28, 2018
About nine years ago, shortly after finishing my graduation, my first job was as a monitor of pests and disease Read More
Events12 Groundbreaking AgTech Startups Selected to Pitch at AgLaunch Startup Station
February 22, 2018
AgLaunch is bringing its Startup Station pitch event back to the Mid-South Farm and Gin Show for a second time Read More
Industry NewsNFMS 2018: Case IH Talks Autonomous Agriculture, Announces Pilot Program
February 20, 2018
Since the reveal of the autonomous concept vehicle, Case IH has been evolving the technology and further defining automation and Read More
AsiaCloud-based Irrigation Could Double India’s Crop Yield and Halve Water Use
February 12, 2018
A cloud-based, micro-irrigation system tested on a farm in India has cut water use by up to 80%  and doubled Read More
Latest News
Precision Irrigation
Data ManagementAgGateway Submits Irrigation Data Standard to ASABE
March 19, 2018
AgGateway has submitted its proposed irrigation data exchange standard to the American Society of Agricultural and Biological Engineers (ASABE), a Read More
Corn Field
Industry NewsIndustrial IoT Company Intros Remote Asset Monitoring S…
March 16, 2018
FreeWave Technologies today announced the general availability of the WAVECONTACT WC30i-AXIS Wireless Angle Sensor. This sensor measures thief hatch states Read More
Decision Support SoftwareOpinion: The Missing Link in Precision Agriculture
March 15, 2018
The agtech boom over the last two years is indeed astonishing. Farmers are becoming more open to new, emerging technologies Read More
Sensors/IoTEstimating Field Weather and Soil Conditions
March 15, 2018
There is a favorite expression of mine that I love to apply to meteorology: “Measure with a micrometer, mark it Read More
Filling The Planter from Cab
Service ProvidersPrecision Agriculture: What is it?
March 15, 2018
If we look at the title of the article, all of you will come to an answer. These answers will Read More
Business ManagementBeing a Great Team Player in the Precision Agriculture …
March 15, 2018
Only great team players who are great teammates, have the potential to get championship results. Each player on the team Read More
AmericasJanzen: What You Need to Know About Congress’ Agr…
March 15, 2018
Via Janzen Ag Law Blog: Senators Amy Klobuchar and John Thune have introduced Senate Bill 2487, the “Agricultural Data Act Read More
Farmer tractor tablet
Data ManagementAg’s Digital Revolution: What’s Holding Us Back?
March 15, 2018
Data is undeniably a valuable asset. Yet, in the ag ecosystem, who’s seeing the value from it? A recent article Read More
PrecisionAg InstitutePrecisionAg Institute Whitepaper Library
March 14, 2018
Welcome to the PrecisionAg Institute Whitepaper library! Here you will find free whitepapers and case studies from the PrecisionAg Institute Partners Read More
Africa/Middle EastAgTech Startup Wefarm Secures New Financing Round
March 14, 2018
Wefarm, the world’s largest farmer-to-farmer digital network, has secured $5 million in additional seed funding, led by Silicon-Valley based True Read More
Spensa platform
Industry NewsAg Tech News: DTN Acquires Spensa to Boost Predictive M…
March 14, 2018
DTN announced today that it has signed a definitive agreement to acquire Spensa Technologies, according to a press release on Read More
Industry NewsAg Tech News: BioLumic Garners $5 Million in Series A
March 14, 2018
BioLumic, creators of the first ultraviolet (UV) crop yield enhancement system, today announced the close of $5 million in Series A financing. Read More
UAV drone
DronesFlorida Specialty Crops: Realizing the Benefits of Prec…
March 13, 2018
Dr. Yiannis Ampatzidis recently joined the faculty at UF/IFAS Southwest Florida Research and Education Center (SWFREC) in Immokalee, writes Frank Read More
Data ManagementAgReliant Genetics, The Climate Corp. Collaborate on Da…
March 13, 2018
AgReliant Genetics, the third largest seed company in North America, and The Climate Corp., a subsidiary of Monsanto Co., have Read More
Sensors/IoT6 IoT Trends to Watch in 2018
March 9, 2018
With increased value provided by edge computing to security improvements with Blockchain integration, IoT platforms across the board are just Read More
EuropeJohn Deere to Acquire Carbon Fiber Boom Manufacturer in…
March 9, 2018
Agriculture is a tough business to be in, even with a booming economy the ag world is still taking its Read More
Data ManagementOpinion: Ag Data Sells, But Who’s Buying?
March 9, 2018
Indulge me and let’s beat a dead horse together. We all know that data is a huge deal these days. Read More
Industry NewsAutonomous Solutions Announces Autonomous Vehicle Pilot…
March 7, 2018
Autonomous Solutions, Inc. (ASI) technology will be used in two pilot programs with large scale commercial growers in California. A Read More