Farmobile CEO Discusses Data Revolution, #FarmerPower Movement in Blog Post

For those that may not know, Farmobile CEO Jason Tatge is a rather interesting character.

I first met Jason at a John Deere API conference in Kansas City, back in 2014, when Johnny Manziel was still a young buck backup quarterback for the Cleveland Brown and the Royals were actually good at baseball. These were the early days for Farmobile, having just formed two years earlier, and Jason and a member of his marketing team who I believe is no longer with the company were at the Deere conference, exploring what I assume were deals with various potential API partners.

Like everything that happens in Kansas City, we talked about Jason’s future vision for Farmobile and farmer controlled/monitized data over BBQ beef brisket in some form (sandwich? sliced? Burnt Ends? I can’t remember, just remember that it was good) in the Plaza Marriott that week. And from that point on, I’ve been a fan. Hooked, you could say. Since then, we’ve covered Farmobile here in the pages of PrecisionAg.com with some regularity, and we’ve tapped Jason on the arm a few times when we’ve needed some industry feedback or thoughts on various projects we’ve undertaken over the years, most notably when we were doing market research for our PrecisionAg® Professional print rebrand. 

Anyways, Jason recently took to his blog to pen an interesting read entitled “Farmobile: Changing the Game in Ag Data” that you might want to read if you’ve got a second. It will give you some background on who Farmobile is and where they see things going in the coming years, but it’s this passage that really peaked my interest, and I figured for some of you it might as well:

“Farmobile’s system of collecting, sharing and selling data on behalf of farmers is in fact a much more efficient form of marketing than agribusiness has ever seen. And we are making people in traditional agribusiness companies a little uncomfortable.

Right now farmers have an opportunity to reshape the conversation and determine the rules that govern their business for decades to come.

For traditional agribusiness, that shakeup is a problem. I’m reminded of Mel Karmazin, CEO of Viacom at the time, who pushed against advent new data-driven advertising in a conversation with Sergey Brin and Larry Page. He is quoted as saying: ”You guys are messing with the magic. I don’t want my advertisers to know what works and what doesn’t. I want to sell them the sizzle.”

So, it begs the question: is Farmobile an agribusiness “friend” or “foe”, or is it not quite that black and white? This is something I heard being debated at Commodity Classic this year, and with the publishing of Jason’s article, I figured now was as good a time as any to throw that out to our mostly retail-focused audience. If you’ve got any thoughts on the subject for us, we’d love to read them down below in the comments section, or you can email them to [email protected]

And here’s a link to the full text of that Farmobile blog post, if you’re so inclined.

Leave a Reply

2 comments on “Farmobile CEO Discusses Data Revolution, #FarmerPower Movement in Blog Post

  1. An interesting perspective. Other than crop data is freely available from satellite data. And crop insurance makes the business case for data analytics more difficult. The Google data model is based on a precise ranking of information based on citations. In agriculture data analytics will reveal best practices. But other than a high yield contest, the farmer is better off by merchandizing and leveraging free and available data resources. Food for thought.

  2. Matthew: This is Jason Tatge from Farmobile. Thanks for the kind words. BTW- That marketing guy was Heath Gerlock one of my co-founders who is still a driving force behind Farmobile.

    Modern Ag has seen many great leaders like Harry Stine, Gregg Sauder, Jon Kinzenbaw and Al Myers. Our industry has shown its appreciation and support many times over for underdog entrepreneurs that solve real farmer problems and create meaningful value despite the big established players dominance. These leaders have often times displayed a contagious passion for being fanatical about solving a specific problem. Their customers love them because of the honesty and transparency in their approach.

    We hope someday Farmobile can gain a similar following by doing the right things for the right reasons around the monetization of Ag data.

Data Management Stories
BASF Maglis Grower Tablet
Data ManagementData as Currency in Ag: We Aren’t There Yet
May 25, 2017
A hot topic in the precision ag revolution is the idea ag data will become a form of currency. Many 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
BASF Maglis grower retailer tablet
Data ManagementQ&A: What BASF’s Latest Foray into Precision Ag Means For Growers
May 11, 2017
In late April, BASF agreed to acquire U.S. precision ag player ZedX, a leader in the development of agronomic weather, Read More
Data ManagementClimate Adds Irrigation Data Analytics via HydroBio Acquisition, Will Expand to Europe in 2017
May 9, 2017
Today, The Climate Corporation, a subsidiary of Monsanto Co., announced the acquisition of HydroBio, an agriculture software company based in Read More
Trending Articles
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
BASF Maglis grower retailer tablet
Data ManagementQ&A: What BASF’s Latest Foray into Precision Ag Means For Growers
May 11, 2017
In late April, BASF agreed to acquire U.S. precision ag player ZedX, a leader in the development of agronomic weather, Read More
Mung beans Australia
Ag Tech GlobalPrecision Ag in a Tough Season in Australia
May 8, 2017
This year’s summer crop season has been a tough one for most growers in Australia. Prolonged periods of high temperatures Read More
GPS, Guidance
Business ManagementPromoting Precision Agricultural Innovation in a Risk Averse Marketplace
April 24, 2017
As precision agriculture consultants we constantly are being asked our opinions on where to invest, and how to strategically invest Read More
Data ManagementInnovation Series Highlights: The Weather Company’s Rob Berglund on Cognitive Computing
April 19, 2017
Rob Berglund, global director of sales, energy and agriculture at The Weather Company, discusses IBM’s Watson and applications for advanced analytics that will fundamentally change Read More
Corn close up
Data ManagementFarmers Business Network Releases State of the Industry Style Report
April 17, 2017
Farmer’s Business Network (FBN) released today its “The Voice of the Farmer”, a special research report on the state of Read More
Latest News
BASF Maglis Grower Tablet
Data ManagementData as Currency in Ag: We Aren’t There Yet
May 25, 2017
A hot topic in the precision ag revolution is the idea ag data will become a form of currency. Many Read More
Ag Tech GlobalSci-Fi in Ag: The Waging War of Plant-Internet Bots
May 25, 2017
Article Notes: This monthly column takes some crazy sounding ideas and applies them to the field of Ag Tech. The Read More
Food IT Fork-to-Farm
Hort TechThe Mixing Bowl Event Connects Technology, Food, and Ag…
May 24, 2017
For the fourth consecutive year, The Mixing Bowl presents FOOD IT, under the theme “Fork to Farm.” Action-oriented entrepreneurs, industry Read More
Nematodes in cotton
Ag Tech GlobalUsing Precision Agriculture to Manage Nematodes in Braz…
May 22, 2017
As promised in my first article, this month I am writing about some technical aspects related to the use of Read More
Farmers on Tablet Photo Credit All About Food
Professionals6 Keys of Successful Precision Agriculture Tools
May 17, 2017
As precision agriculture professionals we are frequently approached by companies that wish to partner with our organization in order to Read More
Hagie sprayer
GuidanceWhat’s New and What’s Next from Hagie Manufacturing
May 16, 2017
Many were surprised by John Deere’s announcement last spring that it had acquired majority ownership of Hagie Manufacturing Co., a Read More
Hortau Irrigation Management Software
Ag Tech GlobalHortau Commemorates 15 Years in Ag Tech
May 15, 2017
Today, Hortau celebrates its 15-year anniversary as one of the pioneers in the AgTech space, according to a press release Read More
Kip Tom
Ag Tech GlobalAg Tech: On the Cusp of Something Big?
May 15, 2017
The investment and ag-tech sectors’ continuing courtship of agriculture, smoldering for three or four years now, was well in evidence at 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
Ag Tech Global2017 International Tomato Congress Features Ag Tech Ses…
May 11, 2017
The International Tomato Congress has taken place in Mexico since 2006. In 2017 it will celebrate its twelfth year as Read More
Ag Tech GlobalVenture Capital News: Aerial Imagery Outfit Garners $5 …
May 11, 2017
Ceres Imaging, an aerial spectral imagery and analytics company serving the agricultural sector, today announced it has raised a $5 Read More
BASF Maglis grower retailer tablet
Data ManagementQ&A: What BASF’s Latest Foray into Precision Ag Mea…
May 11, 2017
In late April, BASF agreed to acquire U.S. precision ag player ZedX, a leader in the development of agronomic weather, Read More
DronesSentera Phoenix Drone Nears Coveted 1,000 Acre Coverage…
May 11, 2017
Sentera introduces its Phoenix fixed-wing drone product line, with variants to support the precision agriculture, mapping, and public safety industries, Read More
Data ManagementClimate Adds Irrigation Data Analytics via HydroBio Acq…
May 9, 2017
Today, The Climate Corporation, a subsidiary of Monsanto Co., announced the acquisition of HydroBio, an agriculture software company based in Read More
GuidanceTersus adds RTK-Based AutoSteer System to GNSS Offering…
May 8, 2017
Tersus GNSS Inc., a Chinese GNSS RTK manufacturing company, released its brand new AutoSteer solution recently. The AG960 AutoSteer System Read More
DronesAgEagle takes on the Big Boys with RX48 Fixed Wing Dron…
May 8, 2017
AgEagle Aerial Systems of Neodesha, KS, today announced a fixed wing drone for the use in precision agriculture that far Read More
Mung beans Australia
Ag Tech GlobalPrecision Ag in a Tough Season in Australia
May 8, 2017
This year’s summer crop season has been a tough one for most growers in Australia. Prolonged periods of high temperatures Read More
SDWG Bret Weisenburger
Decision Support SoftwareMZB Launching New Grid Tool, Updated Mapping Center
May 3, 2017
MZB Technologies has added an additional tool to its precision system. Known for its patented zone-based precision technology, MZB will Read More