Technology is usually considered a want-to-have on a farming operation. As I’ve been reminded over my career, crops have been planted for centuries without technology. “So, I don’t really need it.” But what is “technology?”
At one time, a car, a radio, television, a mobile phone, a tractor, a mold board plow, a planter, a combine, a pioneer coupler, a three-point hitch, and so many other tools that have been developed were all technologies. What do we consider them today? Just a part of normal, daily life - at home and on the farm.
But we all know that the ag industry is changing faster than we ever could have imagined, while history does keep repeating itself. For example, in my opinion, the only difference between now and 1979 is 18% interest. Trade issues with China today are about the same as the grain embargo with Russia in 1979. Higher priced inputs in both, as well as dramatic drops in commodity prices. So, what we think is different is really the same. The key is that we need to address 2025 much differently than we addressed 1979 and the early 1980s.
Think about the 2011 movie “Moneyball.” If you haven’t seen it, the movie is about the 2002 Oakland A’s and how the manager, Billy Beane, changed how they put a team together. Beane abandoned traditional scouting and evaluation methods and put a team together based on data, information, and metrics.
That same mindset applies to agriculture today. Data and analytics.
For years, we’ve heard promises that farm data would become a “new cash crop” and that analytics would solve all our problems. While some have gathered data and run analyses, most are still waiting for the promised value.
This isn’t another promise that all problems will be solved or that you’ll get paid for your data. What I’m talking about is practical use cases — ways data can truly bring value to your operation.
Let’s start with your crops.
You may know your good areas and bad areas of your fields, but do you know to what extent? I’ve worked with growers who were surprised by the numbers, leading to changes in practices.
Yield maps should not be just a pretty picture that someone prints out for you and sits on a shelf in your office or shop. The data should be used in conjunction with varieties, tillage practices, product applications, and scouting trips. In essence chapters to a story for each season. Then, combining those stories/seasons, building trends, and sound, decision-making information.
I know of a situation in northern Indiana where their data won a case in court. Using Ag Data to Win a Legal Case
What about livestock?
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How detailed are your records?
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Do you track health, size, and nutritional needs when purchasing feeder hogs or calves?
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Do you use tools to detect early health issues or periodically check rate of gain to confirm your nutrition programs are working?
And we won’t even get into biosecurity.
Your data is valuable — especially for your operation!
So, what drives change in your operation?
A salesperson?
A new, “can’t miss” product or practice?
Or data and insights from your operation.
Are your changes reactive or proactive?
Just like “Moneyball,” use the numbers to improve your season. Use the numbers to put the right players in the right position to be successful.
The technologies shouldn’t be just gadgets and pretty pictures. They should be tools that improve your operation and help you attain your goals for your operation. Especially, in this downturn in the ag economy, turn the technology from a want-to-have to a need-to-have on your operation.
