Farm Journal report examines motivations that drive the change journey for technology early adopters, provides value-chain insights to propel adoption.
Lenexa, Kan., (April 2, 2024) – At the start of every growing season, U.S. producers are asked to produce more with less amid a mounting array of challenges. At the same time, they receive increased input from consumers and a value chain that is less connected to agriculture than ever before. To meet these challenges, farmers are turning to technology to streamline processes and capture both time and opportunity.
Shedding light on the opportunities for these transitions, Farm Journal Intelligence has issued the Smart Farming Intelligence Report: Navigating Ag Data & the Smart Farming Change Journey, which brings insights to assist the value chain in identifying the human dimensions of agriculture decision-making.
“At Farm Journal, we realize that behind every decision on the farm is a human being,” said Amy Skoczlas Cole, president of Farm Journal’s Intelligence + Influence division. “With this report, we bring insights that the value chain can use to more fully understand why technology adoption is increasing on American farms, what factors are influencing adoption, who are these technology-forward producers and what influences their unique decision-making process.”
While the report uncovers insights about on-farm tech adoption, for some American farmers, the integration of Smart Farming into their operations is a strategic decision that is paying off.
“Smart Farming means making your life more efficient, so you don’t have to focus on the mundane, but instead on making the best product possible,” said Lucas Fricke, sixth-generation hog and row crop farmer in Nebraska, in a recent AgWeb.com article. “We only have so many hours in the day.”
The report highlights how Fricke and other technology-forward producers view technology adoption as part of their business strategy, including:
- 58% of farmers agree new ag tech gives them a competitive advantage and that quickly adapting to trends is critical in today’s industry.
- Nearly half are willing to pay a premium for higher performance inputs.
- Producers prioritize financially viable, effective and easy-to-integrate Smart Farming solutions that fit into their existing operations.
- Age is not the predictor of technology adoption.
Insights from the report shed light on barriers that can limit adoption, particularly of next-gen tools such as artificial-intelligence-based tech, which is identified as a category poised for growth. To read the full report that includes recommendations for value chain technology providers on how to bridge the gaps in adoption, visit farmjournal.com/farm-journal-market-insights/.
About Farm Journal
Farm Journal is the nation’s leading business information and media company serving the agricultural market. Started 148 years ago with the preeminent Farm Journal magazine, the company serves the row crop, livestock, produce and retail sectors through branded websites, eNewsletters and phone apps; business magazines; live events including conferences and tradeshows; nationally broadcast television and radio programs; and an array of data-driven, paid information products. Farm Journal is also the majority shareholder of the online equipment marketplace, Machinery Pete LLC. Trust In Food is a Farm Journal division dedicated to accelerating the adoption of climate-smart and regenerative agriculture in ways that work for producers and enhance connection to consumers. In 2010, the company established the non-profit, public charity, Farm Journal Foundation, dedicated to sustaining agriculture’s ability to meet the vital needs of a growing population through education and empowerment.