Ag Data’s Achilles Heel
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From my expertise around Imagery in Ag, growing up from the start of the AgTech industry, and also growing up on the farm I’ve been able to see a very interesting progression in how technology is used by growers. At the same time, it has allowed me to understand the limits and also the future in where it might be going.
The Hype
For the past decade or more many growers and Ag Businesses have been swarmed with the promises of Data and how it will help them. Maybe it came from a cool app, sensor, software, or as I’ve worked with plenty of some sort of image from a satellite, plane, or drone. In any case the saying goes, “It’ll help you be more efficient and you’ll increase yield here or there, blah blah blah.” Something like that.
The Reality
As many have realized, data can do great things with say VRA, better record keeping, more accurate reporting, plot work, and many other things. It’s also been very confusing for many in what system or data to use to get to a certain decision. It’s been hard to understand the ROI exactly and it seems many groups keep changing their business plans in not only what to provide, but what to charge. It is getting better, but also there isn’t just one answer either in how to work with data.
Our Achilles Heel
Overall I think there is an over encompassing issue to why Ag in general has struggled with how to practically use all this data and the even greater amount that will come in. Incentive to the Grower. That is the Achilles Heel. It’s not that some incentive doesn’t exist, but there needs to be something more than just the promise of ROI or saving time.
The Future
In order for data to grab a mainstain in all things Ag we need to find a better way to incentivise growers, ranchers, etc… to use and share it. Two things come to mind in how to do it: Help from the USDA and a way for growers to prove their data ownership. Actually, both of those would have to fit together to accomplish it anyway. How this is exactly done is far from simple to implement or create, but it lies as what’s foundationally needed for a true Data oriented Ag Future.
Connect with Nathan, AgTech Consultant, Creator of the Easy Observations Newsletter and The AgJournal Podcast
