Farmobile’s EFR Dashboard Brings Real-Time Metrics To The Coffee Table

Farmobile is one of many data start-ups that we’ve been closely observing with a sense of keen curiosity since they busted into the data collection scene back in 2014.

Farmobile Dashboard Heat Map
Farmobile Dashboard Heat Map

Recently, the Overland Park, KS-based ag tech outfit gained a bit more credence in the eyes of this author when, on an early October 2016 trip to visit Dr. John Fulton and the Food, Agricultural and Biological Engineering (FABE) program at The Ohio State University, the good doctor Fulton and his cohort Dr. Scott Shearer both raved about the simplicity of the Farmobile PUC (that’s the round neon orange hardware that hooks into an implement’s ISOBUS terminal and transmits machine data to the cloud) and how seamlessly it flows data between different equipment brands and FMIS programs.

Then in November, Farmobile announced the release of its newest update to its data collection system, the EFR Dashboard. According to CEO Jason Tatge, the new mobile data visualization platform “makes data more touchable,” both for the grower and the advisor working those acres on behalf of the local retailer or co-op.

“I call it ‘touchable’ — touchable is really what the dashboard is all about, allowing growers to get out of the combine today and look at a yield map, and look right above it and see what date they planted, what population they planted at, and they can have that intelligent conversation with the seed rep when they go to purchase product for the next year.”

Jason Tatge, CEO, Farmobile
Farmobile CEO Jason Tatge.

Much of the added value the EFR Dashboard brings to the grower/retailer relationship is grounded in enabling a more robust conversation with the seed rep, both on the grower side as well as on the seed side (the rep obviously doesn’t want to sell a poorly performing hybrid on those acres and risk losing the business), Tatge says.

“Now that they have this data in their hands they can have a more intelligent conversation with the seed rep, because we all know the biggest discounts generally are offered before the farmers have time to crunch all of that harvest data and really figure out what performed well.”

Playing Hunches

Another way growers and agronomists can deploy the EFR Dashboard is to ground truth hunches on-the-fly. As Tatge says, we all know farmers have all kinds of hunches on their fields’ various low spots, poorly-yielding corners, and the various soil types and how to properly manage those areas.

“A very good example of that is, we were working with an agronomist that was going through planting data with one of his customers, and he noticed that this is pretty much a flat-rate population guy, and the agronomist noticed on one field, the population got really light,” he explains. “So he has a conversation with that farmer where he says ‘Look, I was looking through this stuff — and it was pretty boring actually because it was all flat-rate — but I noticed this one field where there is a quarter of the field where populations got really light. What gives?’

“And the farmer starts laughing and explains to him that, with this particular field, it was late on a Friday and he didn’t feel like going back and loading more seed so he just went and spaced out his populations. But that’s a perfect example of something that the agronomist might have tried to fix if they were just looking at yield data alone, right? But the reason that whole situation occurred had nothing to do with agronomy, it was just the grower was close to running out of seed and didn’t want to go back to get more.”

Quickly evaluating hybrid performance on the acre is another way the EFR Dashboard can be used with the local sales rep, according to Tatge.

“We’re starting to learn that certain hybrids react and work well when you push up populations, and the yield represents pretty well with the increased populations, and some of them don’t, so you can push populations and still not see the yield payoff you’re hoping for,” he says. “It’s really an expansion of what some of the Answer Plots or test plots do today, except it’s on a full field level basis.”

Naturally then, with the industry still closely monitoring that other attempt at crop input disintermediation, it begs the question of whether Farmobile is looking to usurp the distribution channel and get into the seed prescription game, a game currently dominated by the ag retailer.

Nope, not at all, counters Tatge.

“We don’t write prescriptions and we have no intention of getting into that business,” he says. “It’s one of those things where we think the best mix is that local relationship that already exists, and empowering those local relationships through the movement of data, and having that standardized format and having it be portable or easily exchangeable, that’s something that doesn’t happen in a lot of other systems that are out there.”

Leave a Reply

Precision Ag Stories

EquipmentWhat Does FBN’s Latest Attempt At Disintermediation Really Mean For Ag Retailers?
February 6, 2017
When Farmer’s Business Network (FBN), the Silicon Valley-based ag data startup that promises to leverage all kinds of on-farm data Read More
Mike Stern
Precision AgClimate Corp. CEO Talks Retailer Support For Digital Ag
December 1, 2016
CropLife Magazine’s sister publication, AgriBusiness Global, recently sat down with Mike Stern, CEO of The Climate Corp., following the Monsanto subsidiary’s Read More
Precision AgTrimble Debuts End-to-End FMIS Platform
November 28, 2016
October’s inaugural PrecisionAg Vision Conference left this author with many thoughts and things to ponder in the coming months. Probably Read More
AGCO AgControl system
Precision AgPrecision Ag Technology: Rate Control For The Times
November 28, 2016
It’s not surprising that the need for more economical, effective application is driving the demand for the latest rate controllers Read More
Trending Articles
Farmer and aptop
Matt Hopkins10 Warning Signs Your Website Is Grossly Outdated
February 8, 2017
Your Website is often a visitor’s first impression of your ag retail business. A positive first impression can set the Read More
Matt Hopkins17 Agriculture Apps That Will Help You Farm Smarter In 2017
December 9, 2016
Ag professionals are working smarter, not harder, than ever before. Smart farming technologies have enabled them to reduce costs, maximize Read More
R4023 Sprayer, John Deere
CropLife 100Ag Retail Equipment Report: The Green Party Continues
December 7, 2016
In the annual race for sales in the ag retail equipment marketplace, the color schemes for participants are a little Read More
Mike Stern
Precision AgClimate Corp. CEO Talks Retailer Support For Digital Ag
December 1, 2016
CropLife Magazine’s sister publication, AgriBusiness Global, recently sat down with Mike Stern, CEO of The Climate Corp., following the Monsanto subsidiary’s Read More
Precision AgTrimble Debuts End-to-End FMIS Platform
November 28, 2016
October’s inaugural PrecisionAg Vision Conference left this author with many thoughts and things to ponder in the coming months. Probably Read More
CHS Primeland
CropLife 100The 2016 CropLife 100 Report: Reviewing The Many Bulls And Bears Impacting This Year’s Marketplace
November 28, 2016
For virtually all of 2016, the nation was wholly focused on the big Presidential election. Some folks aligned themselves with Read More
Latest News
ManagementSouth Africa Update and the New New Leader G5
February 24, 2017
Editors Eric Sfiligoj and Dan Jacobs discuss the recent visit to South Africa by sister magazine AgriBusiness Global and the Read More
Fall Creek Watershed
StewardshipUpdate: Nutrient Stewardship In Indiana Requires Cool, …
February 24, 2017
Update: The application deadline for NCRS funding has been extended to March 17, 2017. Green leaves sparkle in the sunlight. Trees Read More
Greenleaf Technologies TADF03-D Dual Fan Nozzle
NozzlesSix Greenleaf Nozzles Approved For XtendiMax With Vapor…
February 22, 2017
Greenleaf Technologies has announced that six of its TurboDrop D Series nozzles have been approved for use with Monsanto’s XtendiMax Read More
Winter Wheat
Industry NewsTiger-Sul Hires Manitoba And Eastern Canada Account Man…
February 22, 2017
Tiger-Sul, a global leader in sulphur fertilizers and crop performance products, has announced that sales veteran Trevor Loewen has joined Read More
NFMS 17 Hagie Sprayer
Eric SfiligojThe Read From Louisville: Uncertain
February 22, 2017
By the time this column appears across the country, the annual Commodity Classic will be in full swing. This means Read More
SprayersApache 1000 Series Sprayer Earns 2017 EquipmentWatch Hi…
February 21, 2017
ET Works has been named a winner in the 2017 EquipmentWatch Highest Retained Value Awards program, the industry’s only award Read More
Measuring Bulk Tanks
StewardshipMeister Media Among 2017 Award Winners Presented By The…
February 21, 2017
The Pesticide Stewardship Alliance (TPSA) held its annual conference in San Diego, CA, earlier this month where three awards were Read More
John Reifsteck
CropLife 100GROWMARK’s Reifsteck Earns NCFC Director Of The Y…
February 21, 2017
GROWMARK Chairman of the Board and President John Reifsteck has earned the prestigious Director of the Year Award from the Read More
Roy Blunt
LegislationARA Recognizes Blunt, Heitkamp For Legislative Efforts …
February 17, 2017
Agricultural industry continues to face federal regulatory challenges. Thankfully, agriculture’s allies in the U.S. Senate stepped forward. The Agricultural Retailers Read More
LegislationThe Fertilizer Institute Commends Senate On Confirmatio…
February 17, 2017
The Fertilizer Institute (TFI) President Chris Jahn issued the following statement on the Senate confirmation of Oklahoma Attorney General Scott Read More
Trump, Senate, Cabinet
LegislationBREAKING: Trump EPA Nominee Scott Pruitt Confirmed by S…
February 17, 2017
Scott Pruitt, who as Oklahoma’s attorney general spent years suing the Environmental Protection Agency over its efforts to regulate various Read More
ManagementFebruary Road Trip Edition
February 17, 2017
Editors Paul Schrimpf and Eric Sfiligoj discuss their recent visits to Indiana and Kentucky. Read More
Heritage Cooperative Finished Building Aerial
ManagementHeritage Cooperative, Agland Co-op Approve Merger
February 17, 2017
Agland Co-op and Heritage Cooperative stockholders have both approved the merger agreement between Agland Co-op and Heritage Cooperative. Now begins Read More
LegislationARA Fly-In: Ag Retail Descends on Capitol Hill, Lawmake…
February 15, 2017
More than 100 agricultural retailers, distributors and suppliers headed to Capitol Hill Tuesday morning for the Agribusiness Congressional Fly-in, according to a Read More
Untreated soybean seed Heartland Coop
Seed/BiotechMarrone Bio Innovations, Groundwork BioAg Bio-stacked M…
February 13, 2017
Marrone Bio Innovations, Inc. and Groundwork BioAg, Ltd have announced successful seed treatment field trials of the world’s first all-biological Read More
NL5000 With G5 Technology
SpreadersNew Leader Introduces NL5000 Dry Nutrient Applicator Wi…
February 13, 2017
New Leader, a division of Highway Equipment Company (HECO), has announced the next generation of spreading technology with the NL5000 Read More
Fertilizer Storage
Crop InputsThe State Of The Fertilizer Industry
February 9, 2017
He’s all hat, no horse.” It’s a humorous way of describing a person who tells a good story, but is Read More
CropLife 100Pinnacle Agriculture Agrees To Credit Agreement Amendme…
February 9, 2017
Pinnacle Operating Corp. has entered into an amendment (the “Amendment”) to its First Lien Credit Agreement that will provide for, Read More