AgTech has a ketchup sandwich problem.
In other words, there’s a lot of technology and “innovation” being created, but increasingly, it’s technology and innovation that no farmer or agribusiness really wants. It’s a ketchup sandwich.
How to avoid making— and buying— these agtech ketchup sandwiches (or doing “innovation theater”) is what today’s episode is all about. Join hosts Sarah Mock and Trey Malone, alongside guests Jay Akridge and Allan Gray, as we explore farmer adoption in agtech, data sharing woes, and the future of AI in agriculture in the agribusiness world. Along the way, you’ll discover a practical framework that entrepreneurs, farmers, and agribusiness leaders can use to separate real solutions from expensive distractions.
You’ll gain clarity on:
- How to advance farmer adoption, not by selling ROI or some “bushels per acre” benefit, but by reducing a farmer’s “jobs to be done.”
- Why auto-steer succeeded where so many precision ag tools stalled, and what that tells us about simplicity in ag innovation.
- What’s the real “wicked problem” with data-sharing across food and ag supply chains, and what that will mean for the future of AI tools on-farm.
Agribusiness Blueprint is brought to you by Purdue Center for Food and Agricultural Business: agribusiness.purdue.edu. To learn more, follow The Center for Food and Agribusiness on LinkedIn.
Agribusiness Blueprint is supported in part by the USDA National Institute of Food and Agriculture (NIFA), Award No. 2022-68006-36433.
