A Return to ROI: Raven Industries’ Ben Sheldon on Tech Adoption in Uncertain Times

At the 2025 Tech Hub LIVE event in Des Moines, IA, CropLife sat down for a Fireside Chat with Ben Sheldon, Technology Sales Manager at Raven Industries, a key player within the CNH Industrial family. The conversation focused on the current climate of ag tech investment, market uncertainty, and where automation is heading next.

With growers facing tighter margins, fluctuating commodity prices, and a challenging credit environment, Sheldon acknowledges that the mood across agriculture is more cautious — but not defeated.

“We’re returning to the roots of precision ag — investing in tech that supports profitability,” Sheldon said. “Growers are very concerned. They’re looking for tech options that don’t necessarily require buying new equipment.”

That sentiment has become a key driver for Raven’s approach. Instead of pushing expensive new machines, the company is focused on retrofit-friendly solutions that integrate with existing equipment.

“Our goal is to bring technology to market in a way that allows for retrofit or aftermarket integration,” he explained. “That way, customers can leverage new technology with their existing fleet to protect ROI in a challenging environment.”

Investment Mindset: ROI vs. Convenience

A recurring theme in ag tech discussions is the perceived divide between ROI-focused and convenience-focused purchases. But according to Sheldon, it’s not an either/or — it’s cyclical.

“It depends where we are in the market cycle,” he said. “When prices are tight, purchases are ROI-driven. When commodity indexes rise and there’s more financial flexibility, we see more investments focused on convenience and user experience.”

This makes today’s environment especially tricky. Not only are commodity prices volatile, but access to capital has become increasingly difficult for growers. That places a heavier burden on technology providers.

“The responsibility partly falls on OEMs — those of us bringing tech to market,” Sheldon emphasized. “We need to offer solutions that are more accessible.”

Despite the challenges, Sheldon remains optimistic. He says progressive growers are still actively looking for tech that gives them a competitive edge — they just need the right tools and terms to make it work.

A Stacked Tech Future at CNH

As part of the broader New Holland/CNH umbrella, Raven has seen a shift toward building an integrated technology stack. Strategic acquisitions—including Hemisphere, Augmenta, and Raven itself — have paved the way for streamlined solutions that work across platforms.

“The goal is an integrated tech stack, something we haven’t always had in the past,” Sheldon noted.

While autonomy dominates much of the ag tech buzz, Sheldon believes the smarter path forward begins with automation — the kind of incremental improvements that can be implemented now and scaled later.

“Everyone talks about autonomy, but we believe the path starts with automation,” he said. “There’s a lot of value we can deliver through automation right now — before full autonomy.”

He shared an anecdote from a California grower who was excited about autonomous equipment — but currently only used pressure and speed adjustments on his sprayer. The takeaway? There’s still a lot of ground to cover before autonomy becomes mainstream.

Changing Perceptions in Western Canada

Sheldon recently attended a major farm show in Western Canada and noticed a distinct shift—not in the technology itself, but in how it’s being received.

“It wasn’t so much about new inventions as it was about a shift in sentiment,” he said. “Growers are finally warming up to tools that have been available for years, and that’s exciting.”

Basic ag tech like section control and variable rate applications are still gaining ground in certain regions, but the interest is growing.

“This year, I had the most tech-friendly conversations I’ve ever had there,” he added.

Smart Spraying and the Path Ahead

One of the most dynamic developments in ag tech today is smart spraying, where Sheldon sees huge potential — not just in terms of productivity, but in redefining what plant-level management could look like.

“Smart spraying is a great example of where perception-based tech is going,” he said. “We’re just beginning to see what plant-by-plant management could look like.”

The evolution has been fast — from shutting off sprayers in halves to row-by-row control. But that’s just the beginning.

“Could we eventually manage individual plants by name and track their health? Maybe not tomorrow, but we’re heading that way.”

As perception-based systems like computer vision, machine learning, and sensor integration advance, the possibilities become more precise and more powerful.

“We’re in the infancy of that journey,” Sheldon said. “Perception-based technologies will play a big role in enabling that future.”

Final Thoughts

In a time of economic headwinds and cautious optimism, Ben Sheldon’s message is clear: Growers don’t have to wait for the future. The tools to improve profitability, efficiency, and sustainability are already here — they just need to be accessible, adaptable, and ROI-focused.

As technology adoption moves forward, expect automation, retrofit solutions, and plant-level intelligence to play increasingly vital roles in the ag ecosystem. And companies like Raven—backed by the integrated power of CNH — are intent on leading that charge.

• Watch: Fireside Chat with Raven Industries’ Ben Sheldon