Deere Makes Play to Change the Narrative of Farming and Technology
February 13, 2020 Last month I had the opportunity to attend the Consumer Electronics Show in Las Vegas. I’d always seen the many breathless news reports from the event, touting the latest and greatest gadgets and gizmos over the years, but it’s something else entirely to see it all in person.
Some things do live up to the billing as far as wow factor — lots of attention to smart homes and cities and all the connected devices designed to take advantage of the potential of 5G wireless connectivity. It’s impressive, but as a representative of businesses mostly far flung from the availability of even basic cell coverage, I felt as much frustration as excitement. The chasm between haves and have nots looks destined to continue growing.
Other technologies continue to mature, such as 3D printing, autonomous and electric vehicles, virtual reality, and gaming. So much gaming. And, building after building of booths selling the same kinds of things. If you’re interested in headphones or big amp speakers, you could spend days testing it all out. How can they all make a business of it?
But the main reason I made the breezy two-day trip to one of my least favorite places on the planet was to check out the significant floor presence taken out by Big Green. This was the second year that John Deere displayed at CES in an effort to show tech companies and the many thousands of tech enthusiasts in attendance that agriculture is more than holding its own in the area of high technology.
The centerpiece of the booth was a full-size sprayer that acted as the main conversation starter (and selfie generator) for the booth. A GPS dome, on-the-go sensors, and individual nozzle control on the boom could be explained to amazed attendees. Other areas of the displays highlighted the capabilities promised through the acquisition of Blue River Technology, which is slated to be commercially available in 2021, and an actual cab with electronics on display and creature comforts, such as the massaging operator’s seat, further highlighting industry sophistication.
Deere employees provided tours, and I got a personal overview of the display to get a sense for what was being communicated. As you would expect, comments and questions ranged from utter cluelessness to complete amazement. Necessary baby steps to getting the word out on just how amazing and advanced our industry is, and how disconnected are our urban cousins.
I’ve said for years, even one on one with the Farm Bureau folks in DC who formulate policy, that the image of an informed and tech-savvy farmer fully in touch and in control of his operation is, in this day and age, every bit as compelling as the guy leaning on a classic tractor looking out over a beautiful sunset over his farm field.
I congratulate Deere for investing in this display. We’ve come a long way … we’re smarter, better, and more efficient for the technology that farmers have taken on.
And as the trusted advisors, retailers have had an indispensable role in moving the adoption of technology down the tracks. It’s a story we all need to keep telling.
Subscribe Today For
