No, you are spot on Kate

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By Dwain Duxson

No, you are spot on Kate --- This week we wrote about how Farmers are shunning complicated tech and looking for simplicity. Read the stories, "Is there resistance to tech?" and "An open letter to Case IH (CNH Industrial)". 

Now I just want to state that I'm not anti-tech. Far from it, I love "good" tech in Ag. Someone said the other day that most of the Ag Tech we have today is looking for a problem to solve, not solving a problem. When it's like that, you are wasting Farmer's valuable time. 

Kate Burke, whom I would describe as an intelligent but practical Agriculturalist (in other words, she gets Farmers), said in a reply to the resistance to tech story on Linkedin. "Spot on. If the tech makes things easier - it's welcomed; if the tech makes it harder- it's detested. Don't overcomplicate it. A simple message that has been missed".

No, you are spot on Kate.

So the question for Ag companies is. How do we solve the Farmer's problems? I would even go a step further and ask. How do we find out what the Farmer's problems are? I put it out there a couple of months ago through this publication and found that every Farmer has a unique (different) set of problems. That's why Ag Tech is soooooo difficult.....