From product seller to problem solver: seizing the agriculture technology opportunity
Key takeaways: digital agriculture technology implementation
Major market opportunity: A recent study showed 75% of North American farmers are adopting ag tech, but barriers persist – 53% struggle with unclear ROI, 41% face high costs and 35% experience delayed value
Data gaps: The study also showed 60% of growers track yield data, yet only 48% use it for variable rate fertility, revealing untapped potential for advisors
Retailers are positioned to lead: It also stated 48% of growers already trust retailers for soil health advice, creating a foundation for expanded digital services according to the study
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, 75% of North American farmers are already using or planning to adopt at least one new ag tech product. That means there’s an immense opportunity for retailers and advisors to become indispensable partners for growers through digital agriculture solutions.
The current state of digital agriculture: Key opportunities and challenges
While interest in digital agriculture is high, like in the US where according to the study, 61% of growers are willing to adopt digital agronomy, there are still significant barriers to adoption.
Top three barriers to agricultural technology adoption
A 2024 Global Farmer and Insights study revealed these top challenges for implementing agricultural technology:
Unclear ROI
53% of growers struggle to see tangible return on investment (ROI) from digital tools. This can be a side effect of digital providers overpromising and under delivering, and/or solutions that add more complexity than they remove.
High implementation and maintenance costs
The initial setup, training, associated costs and ongoing support for agricultural technology can feel overwhelming for 41% of users.
Time-consuming and delayed value
35% expressed that if benefits aren't seen quickly, teams lose interest and patience – especially during busy seasons when agricultural technologies should provide the most value.
Opportunities for adoption and success
Despite these common hurdles, in our recent webinar, "How To Accelerate Your Digital Ag Journey: A Practical Guide," speakers Zach Worden and Drew Shaw emphasized that there is immense opportunity in digital agriculture.
For instance, the same study showed, 60% of growers are actively tracking yield information, yet only 48% are leveraging this data for variable rate fertility, and only 40% for seeding optimization. This disconnect highlights a clear opportunity for advisors to offer data-driven agricultural technology solutions.
Discover how businesses are overcoming adoption barriers, simplifying integration and driving ROI.
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How to leverage agricultural technologies to become a trusted advisor
Retailers are already the number one trusted partner on the farm, with the study showing 48% of growers consulting them for soil health. By embracing agriculture technology, 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 data
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 university-backed equations to make precise recommendations on nutrient timing, placement and crop protection.
Empower your team
The right agriculture technology tools help all team members, even those without a Certified Crop Adviser (CCA) certification, 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 achieve its goals and hit or exceed measurable targets.
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 personalized, 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 the right solution
Finding the right digital agriculture solution for your unique business starts with choosing a partner who:
Aligns with your values
Has a proven track record of success
Is transparent about data usage
Offers scalability
Supports interoperability with other systems
A partner that ticks 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.
Accelerate your digital agriculture journey
TELUS Agronomy’s agricultural technology will help you overcome adoption barriers and deliver great ROI for your business and growers.
