Back to Basics in Ag Technology

I am writing this article to express a few opinions with the written word regarding FMIS (farm management information systems) and agricultural technology in general. Those who know me or have heard me speak will likely recall hearing me say this: “It’s not “precision” agriculture anymore, it is just part of how we do business on the farm.” I have also avoided using the word “data”, opting instead for “information” as I find it a more palatable term for those out there working on real farms where the rubber meets the road. We do not have an innovation issue in Ag, we have an implementation problem.

1. People are the most important piece of commerce, and that is not by any means unique to Ag. Each farm operation is unique and has varying levels of dependency in each area. Without a doubt the Ag landscape has become more price sensitive and competitive. Sadly I have watched as information gets pitched as if it is the knight in shining armor that will enable us to make agnostic decisions regarding every input dollar spent and reduce the farm headquarters to nothing but a place for UPS or FedEx to drop off things needed to make a crop. If you are a practitioner, seller or builder of agricultural technology, here is my point: Knowledgeable and trustworthy people enable the full power of a tool/technology. Information doesn’t circumvent trust built with a client. Trust is the foundation we build upon with good information! One is no good without the other.
2. If you are the seller: The tool does not have to do everything!! If you are the buyer/user: The tool does not have to do everything!! I have not worked with a single farmer client to-date that is successfully implementing the use of information in his farm/business that is only using one brand/platform of technology. And that is OK, in fact I would prefer having my clients use what they are comfortable with rather than learning something entirely new to only gain a handful of features. Comfort level is the anti-venom for frustration and burnout. We have to focus on areas we can win quickly.
3. 75% or more farmer clients need help with cleaning their information and executing on timely reliable reports BEFORE moving into things like VR inputs, spatial analysis, bench-marking, etc.
4. Farmers are being service contracted and dollar an acre’d to death. I don’t have all of the answers here. My experience tells me that many farmers need help with their information management, they value knowledgeable & trustworthy expertise, and they are willing to pay if they know precisely what they are getting sold. I learned quickly one of the most important things I needed to do with clients on the first or second meeting was agree on goals. I provide the guidance, accountability, and organizational oversight, in the end the results are theirs to be enjoyed.