The Precision Ag Paradox

A few weeks back, CropLife hosted its annual PACE Council meeting in Chicago, IL. Now in its 18th year, the PACE Council brings together various industry leaders from ag retailers, trade associations and product suppliers for a day-long roundtable discussion on the new trends and topics currently shaping the ag retail marketplace, as well as a brief look forward on what should be watched in the coming months.

At the 2012 meeting, the topics that came up weren’t all that surprising – how well agriculture weathered the drought, the unrelenting spread of resistant weeds and worries about new local/state/federal legislation and its impact on the industry. But there was one point I found very interesting regarding precision agriculture.

As one of the participants on the PACE Council pointed out, the adoption of precision agriculture has seemed stuck for many years now, ranging between 49% and 56% market penetration based upon various Purdue University surveys of ag retailers and their grower-customers. Talking with council members, there seems to be no consensus for why this is the case. Some said their customers thought precision ag systems were too expensive; others thought the problem rested with unfulfilled technology promises.

In truth, the problem probably lays with the views of the grower-customers themselves. In the past year, I’ve had the opportunity to chat with a few growers about precision agriculture and their views are fascinating, to say the least. On one hand, growers want very comprehensive precision ag systems that will provide them with an almost endless stream of hard data, allowing them to better manage their overall operations. But on the other hand, growers seem to like using precision ag systems that are easy to install, simply “plugging into” their existing equipment without any extra fuss.

It’s an interesting paradox for precision ag system manufacturers – create products that provide tons of information, but don’t require hours of effort on the user’s part to figure it all out. How the precision ag industry ultimately addresses these opposing demands will be very interesting indeed.

Leave a Reply

Eric Sfiligoj Stories
Eric SfiligojWar And Green Peace
October 11, 2014
A one-time member of Green Peace recently explained why he left the organization after 15 years. Read More
Eric SfiligojThe Resurgence Of Crop Protection
August 4, 2014
Plenty of new offerings over the next few years should see a rebirth for the crop protection products category in terms of market share. Read More
Eric SfiligojA Whole New Precision Ag World
June 2, 2014
Excitement and technology developments could make 2014 a year to remember for precision ag. Read More
Eric SfiligojOngoing State Biotech Crop Labeling Laws Could Receive Federal Stop Sign
May 19, 2014
Proposed legislation in Congress might prevent states from passing biotech crop labeling laws. Read More
Top 100 Articles
Milan Kucerak, president/CEO, West Central
CropLife 100West Central Cooperative And Its New President Are A Match Made In Deviation
June 29, 2015
To appreciate just how unique West Central Cooperative is in the world of ag retail, an observer need only consider Read More
Winter Wheat
CropLife 100South Dakota Co-op Member Owners Vote No On Unification
June 26, 2015
The Boards of Directors for North Central Farmers Elevator (NCFE) and Wheat Growers (WG) have announced that member-owners have voted Read More
CropLife 100The Andersons Acquires South Dakota Plant Nutrient Manufacturer Kay-Flo
May 20, 2015
The Andersons, Inc., ranked No. 22 on the CropLife 100, has purchased Kay Flo Industries of North Sioux City, SD. “This Read More
CropLife 100North Central Farmers Elevator, Wheat Growers Unification Approved By Board, Still Awaits Member Approval
May 13, 2015
The Boards of Directors for North Central Farmers Elevator (NCFE) and Wheat Growers (WG) have voted to approve the Unification Read More
CropLife 100AgGateway’s Barcoding Initiative Progressing Nicely
May 8, 2015
According to legend (or Wikipedia), the first step towards modern bar codes came back in 1948, when Bernard Silver, a Read More
CropLife 100Pinnacle Agriculture Acquires Minnesota Retailer
April 14, 2015
Pinnacle Agriculture Holdings, LLC, ranked No. 6 on the CropLife 100,  has successfully acquired Liebl Ag, LLC in Ada, MN.  Read More
Latest News
The McGregor Co. fertilizer loadout
Retail FacilitiesThe McGregor Co. Partners With Kahler Automation To Cre…
June 30, 2015
Kahler Automation helped The McGregor Co. expand its Clarkston, WA, operation with unstaffed loadout technology that enables customers to pick Read More
Dry and Liquid Plant
Retail FacilitiesKahler Automation Helps CHS Dakota Ag Cooperative Build…
June 30, 2015
CHS Dakota Ag Cooperative in Mooreton, ND, wanted a liquid/dry blender system that could meet the needs of its customers Read More
Crop InputsLand O’Lakes, United Suppliers To Merge Crop Inpu…
June 29, 2015
Land O’Lakes, Inc. and United Suppliers, Inc. of Ames, IA, today announced their intent to merge their crop inputs businesses. Read More
FungicidesHelena To Distribute Unique Summit Agro Fungicide
June 29, 2015
RANMAN 400 SC fungicide, the only fungicide with a FRAC group 21 designation, is now part of the innovative Summit Read More
Eric SfiligojIARC Targets 2,4-D In Latest Report
June 29, 2015
The International Agency for Research on Cancer (IARC) has struck again. Earlier this year in March, this agency of the Read More
Milan Kucerak, president/CEO, West Central
CropLife 100West Central Cooperative And Its New President Are A Ma…
June 29, 2015
To appreciate just how unique West Central Cooperative is in the world of ag retail, an observer need only consider Read More
EquipmentCase IH Launches New Precision Air 5 Series Carts
June 29, 2015
Case IH recently introduced its new Precision Air 5 series air carts, developed to get the most from every plant’s Read More
InsecticidesVestaron Biopesticide Approved In California
June 29, 2015
Vestaron Corporation, a developer of insect control products derived from naturally occurring peptides, today announced that its VST-006330-EP biopesticide has received Read More
InsecticidesValent’s Zeal SC Miticide Receives EPA Approval
June 29, 2015
Valent U.S.A. Corporation announced today that Zeal SC Miticide has been registered by EPA with a new liquid formulation that Read More
Retail FacilitiesUnited Prairie Increased Plant Productivity With Junge …
June 29, 2015
Since 1979, Junge Control continues to provide ag retailers with highly accurate fluid and dry ingredient measuring, mixing and tracking Read More
Winter Wheat
CropLife 100South Dakota Co-op Member Owners Vote No On Unification
June 26, 2015
The Boards of Directors for North Central Farmers Elevator (NCFE) and Wheat Growers (WG) have announced that member-owners have voted Read More
ManagementAsmark Training Center Visit & A Merger No Go
June 25, 2015
CropLife Editor Eric Sfiligoj talks about a visit to the Ford B. West Training Center and the failure of the Read More
Crop InputsWinField: Here’s What We’re Seeing So Far T…
June 25, 2015
One of the most important things you can do throughout the season to help increase yield potential is to ensure Read More
Valent, Commodity Classic 2015
Industry NewsValent Garners FFA Honor
June 23, 2015
Valent U.S.A. Corporation today announced it has been named a 5-star member of the National FFA Foundation. This includes an Read More
Nester Ag intern Brad Nester
Crop InputsOhio NRCS’ New Conservation Practice Standard For Gypsu…
June 22, 2015
Ohio farmers wishing to use gypsum to improve soil quality now have access to technical information and possible financial assistance Read More
Industry NewsWest Central Creates New Executive Team
June 22, 2015
West Central Distribution, LLC officially announced the development of an executive team comprised of Dale Engan, chief executive officer; Michael Read More
MicronutrientsVerdesian Life Sciences Invests In People, Agricultural…
June 22, 2015
In mid-February, the USDA released its new 10-year agriculture projections. While the numbers are new, the theme was consistent. The Read More
Young corn plants
Crop InputsStudy: Crop Rotation Has Positive Impact On Soil Microb…
June 22, 2015
A study authored by Michigan State University (MSU) Department of Plant, Soil and Microbial Sciences assistant professor Lisa Tiemann is Read More