Tech Hub Live Set to Launch as Precision Ag Market Gets ‘Weirder and Wilder’

Six years ago, I wrote a piece I called “A Kumbaya Moment,” in which I described a growing spirit of sharing and collaboration among technology companies, as well as traditional agriculture companies using technology to improve the products and services they bring to market.

A lot has happened since then. We experienced a wave of investment and new technology from outside the traditional agriculture industry that we are still trying to digest. Consolidation has reduced the number of traditional agriculture players in every segment, and all are integrating data and technology to increase customer loyalty and market share.

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Tech Hub LogoI’m thinking about all this as our team continues to build our inaugural Tech Hub Live Conference and Expo we’re hosting in Des Moines in July — the house ad on the next page has more details on what we’re planning. From the impact of the pandemic on customer engagement to the growing interest and investment in sustainability and carbon sequestration initiatives, this is shaping up to be an interesting conference.

As all the technology and collaboration and initiatives and investments continue to mature, I’m thinking that this could be a very contentious year in ag tech. The players in ag that have survived to this point are gathering technologies, investing in innovation, and taking no prisoners. Deere just unleashed a torrent of features and products this month, including first commercialization of the Blue River See and Spray capability.

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Tech companies are making some interesting moves. Last month, Proagrica acquired CDMS. Raven has pushed in its chips on autonomy. The rise of carbon programs and sustainability initiatives will continue to bring more players into the ag production space from inside and outside the industry. The investments are enormous, and the stakes are high.

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There’s also the small matter of mega technology companies and their continued investment in agriculture. I asked a good friend for some perspective on this — tech expert and industry gadfly Nathan Faleide, who found himself a part of this movement when Canadian telecom company Telus purchased AgIntegrated last year.

“My prediction is you will start seeing more of the major large tech companies that have billions in cash just start to buy up whatever is available in agriculture that either has a good business model, tools, or even just the right talent,” says Faleide. “Your Amazons, Microsofts, Googles, Apples, etc. — they will start hoarding ag tech fast and soon, especially with all the sustainability, environmental, and carbon initiatives coming about.”

“It’s going to get a lot weirder and wilder.”

His caveat is mine as well — it will depend on adoption of new technology and systems on the ground, which have been stubbornly slow. But that battle for the hearts and minds of the trusted advisers and farmers is going to make 2021 a very interesting year. I hope to see you at Tech Hub Live in Des Moines this summer as we try to sort it all out.

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