From product seller to problem solver: seizing the agriculture technology opportunity
Key takeaways: digital agriculture technology adoption and implementation
Major market opportunity: A recent study showed 55% of European farmers are adopting ag tech.
In 2023, nearly 20% of UK farmers invested in, or planned to invest in, agritech – a 13% increase from the previous year.
62% of UK farmers have yet to consider new agritech.
Despite growing interest in agritech across Europe and in the UK and Ireland, there are key barriers to agricultural technology adoption.
Success strategy: Use actual field data and agronomy-based calculations to shift from product sales to problem-solving conversations.
Choose the right partner: Select solutions with proven success, data transparency, scalability and system interoperability to drive ROI for both your business and growers.
The agricultural landscape is evolving rapidly, with agriculture technology at its forefront. In fact, a recent study showed 55% of European farmers are already using, or planning to adopt, at least one new agriculture tech product. That suggests that there’s an immense opportunity for retailers and advisors to become indispensable partners for growers through digital agriculture solutions.
The UK agritech landscape: Opportunities and challenges for farmers
Interest in digital agriculture is already significant and on the rise in Europe and more specifically, the UK and Ireland. In Europe, 25% of growers are willing to adopt digital agronomy. In 2023, nearly a fifth of UK farmers had invested in, or planned to invest in, agritech – an increase of 13% from the previous year. Yet, 62% of UK farmers have to consider new agritech for their business.
Despite growing interest and enthusiasm for digital agriculture, there are some common barriers to adoption.
The top barriers to agricultural technology adoption
A survey conducted on behalf of the UK Agri-Tech Centre revealed the key challenges for UK growers when it comes to adopting new agricultural technology:
The cost of purchasing the technology itself (38% of respondents)
The implementation cost of the technology (33%)
Insufficient knowledge and support (30%)
A lack of skills or training (29%)
The accessibility of the technology (25%+)
The awareness of what agritech solutions are currently available (25%+)
Improve your farm’s performance
Opportunities for agricultural technology adoption and success
Despite growers’ hesitations around adopting agritech, there is an immense opportunity in digital agriculture. For example, a large international survey that involved many European and Irish farms revealed that, in general, farmers have a positive attitude towards agritech and are considering adopting such technologies so that they can have access to more information, better manage their farms, simplify their work and increase profitability. In Ireland, there is a high rate of adoption (53%) with a further 34% planning to use smart farming technologies (SFT) in the future. 50% of respondents indicated that data ownership is a key concern because they do not feel that SFT will keep their data secure and private. However, the majority of Irish farmers believe that SFT can simplify their work and enhance access to useful information.
Barclays, a major bank that lends £1 in every £4 to the UK’s agriculture sector, sees the opportunity for more UK farmers to adopt agritech as vital – but not without barriers. Their own research revealed that 6 in 10 farmers plan to adopt technological innovations – but are not being provided with adequate support to do so. Almost half (45%) of the farmers they surveyed cited an unclear return on investment and extensive upfront costs (41%) as key financial barriers, followed by a lack of knowledge on how best to use the technologies (24%).
There is definitely a great opportunity for UK advisors to inform local farmers about existing and upcoming agritech solutions and match them with impactful, user-friendly and data-driven options that are worth their investment. They can inspire more farms to dig into digital agriculture so that farmers can fill in operational and strategic gaps.
How to leverage agricultural technologies to become a trusted advisor
Integrated distributors are the top advisers to farmers in Europe for soil health and agriculture purchases. Independent agronomists or agronomic advisory companies are another key influence on farmers’ decisions. By embracing agricultural technologies, they can solidify this position and expand their services. If you’re an advisor, here's how you can make yourself indispensable with the right solution.
Tap into better field data and farm records
Soil samples and harvest data are not just agronomic assets – they’re credibility builders. Using actual field data will shift your conversations from product sales to problem solving.
Lean on agronomy-based calculations
Move beyond intuition. You can use agronomic models and equations to make precise recommendations on nutrient timing, placement and crop protection.
Empower your team
The right digital agriculture technology tools help all team members deliver science-backed recommendations. This levels the playing field and creates a more holistic advisory team.
Keep it simple and scalable
Choose agricultural technologies that are fast, consistent and easy to use even during hectic seasons. The goal is to simplify complex agronomy to enable quick, data-driven decisions at scale.
Communicate clearly and effectively
Growers want clarity, not a data overload. The right solution enables you to offer them clean, visual reports with clear explanations that will build trust and loyalty.
Drive business value through digital transformation
Adopting new digital tools and technology can enhance how your business operates and enrich your offerings. The right solution can transform your business by helping you:
Meet and exceed your business goals. Agricultural technology can help your business hit or exceed measurable targets as well as achieve your business goals.
Migrate your data. The right partner can make data migration smooth and easy, helping you benefit from historical data without disruption. Your team should focus on learning and advising rather than data cleanup.
Start small and expand exponentially. When adopting agricultural technology, you’ll want to start with core data sets that deliver quick value and then gradually expand your implementation. It’s critical to assess your team's digital adoption capabilities before choosing a solution or setting ambitious goals.
Turn grower data into value. You can leverage yield data to make more precise fertility and seeding recommendations and spark agronomic conversations that are backed by evidence. This will build trust and improve ROI for both you and your growers.
Strengthen your role as trusted advisor. By offering personalised, timely and data-backed recommendations through digital agriculture technology, you can better differentiate yourself from your competitors and win more business.
Transform your agricultural operations with crop management software
Finding the right crop management software solution for your unique business starts with choosing a partner who:
Aligns with your values
Has a proven track record of success
Has the resources and willingness to innovate
Is transparent about data usage
Will foster your growth
Supports interoperability with other systems
Is there to support you when you need it
A partner that checks all these boxes is priceless. They can help your business overcome any barriers to adoption that you have and empower your team to provide unparalleled service. They’ll also drive ROI for your business and growers.
Crop management – simplified
Maximise potential with TELUS’s user-friendly tools for compliance, workflow management, cost monitoring and traceability.
