With the agricultural sector changing at a rapid pace, producers have to be able to adapt to new practises in order to improve the outcome on the farm — which can come with its challenges .
At this year’s Grain World conference, a panel discussed what trends and ideas will shape the future. On the panel was Arthur Soames, UK head of sales for Hummingbird Technologies.
Though Soames says the UK is a little behind Canada when it comes to incorporating technology on the farm, he says a lot a farmers are now starting to see the value in it, and expects most to give it a try in the coming years.
“Many of our clients that we work with have experimented (with technology), and many of them indeed have been burnt by attempts to use digital technology to make them more efficient, and many of those attempts have failed, and that’s through a lack of sometimes real engagement with technology, and sometimes from the failure of the technology itself to solve the problems its supposed to do,” Soames says in an interview with RealAgriculture’s Jessika Guse.
“Some of our clients in some parts of the world are extremely adept at using satellite technology and have all of their tractors for instance, variable rate ready. Others have never heard of it, and have no interest in it, until you tell them about the return on investment they can get. So it is always a journey with every customer, but there are some that take to it easier than others.”
Barriers that Soames points out surrounding technology would simply be that things take time. The key to any type of sale, whether that be something new on the food menu to a new tractor monitor, is that it takes trust, and trust is built over time.
Listen to the full interview below between Soames and Guse at Grain World below: