VISION Conference: Mega Trends Identified for Precision Agriculture in Specialty Crops

The influential VISION Conference threw a spotlight on the innovations fruit and vegetable growers should watch for this coming decade, writes Matthew Grassi at Growing Produce. Normally this international forum focuses on forward-looking issues surrounding row crops. This year, it was specialty crops’ turn.

Grabbing the specialty crop baton at VISION was, among many, Produce Marketing Association (PMA) VP of Technology Vonnie Estes, who joined in the panel discussion, “Technology’s Pull-Through Effect from Downstream.”

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Estes had some interesting tidbits to share in Seattle, which played host to the event for the second consecutive year. For one, she notes a recent power shift in food in general, as consumers are having a direct effect on what growers grow, and how they grow it.

“They are deciding through their purchases what they want to buy, and how it’s grown, and how it’s moved though the chain, and how it actually gets to them,” Estes says. “That’s really having an impact (on specialty growers), and what they’re really looking is transparency, and really understanding what is happening through that whole food chain.”

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