Benny Andres, who oversees the product management team at Bushel, shares how technology—and specifically software—can be used to strengthen the relationship between farmers and their trusted advisers.
Specifically, he says agribusinesses are looking for three things in technology:
- Automation
- Workflow improvement
- Fewer systems to work in
“We’re not here to take away that relationship the agribusiness has to have with their farmers. We think of it more as strengthening that relationship. And so how can our digital tools help these agribusinesses do better business,” Andres says.
He says the Bushel team is applying a focus on how to do business better, and when value is demonstrated in the technology adoption, farmers the first in line to be adopters.
“There’s a little bit slower curve for ag on technology adoption. People are a little hesitant to change. But if you can show them the value and prove the value, they’re very willing to make the change. With the right push and the right value, people are willing to take on change,” he says.
“There’s a lot of new offerings out there in the marketplace. There’s a lot of fun, shiny new things. But if you can’t really explain or convey what that value is to, whether it be a transaction or a workflow improvement, or an engagement between agribusiness and farmer, that’s where you have the hard time of getting people to take on technology.”
