The agrifood industry is at a crossroads, grappling with the pressing question of collaboration in technology advancement. At the recent FIRA USA 2024 show in California, industry leaders shared their insights on whether the sector is genuinely working together to push technology forward or if it is merely a case of talk without action. While many attendees expressed optimism about the direction of collaboration, they also acknowledged that significant work remains to be done.
Paul Mikesell, founder and CEO of Carbon Robotics, emphasized the openness of farmers to new technologies. He noted that many farmers have been willing to collaborate, providing access to test fields and offering valuable feedback. However, Mikesell pointed out a critical gap in government support for agritech startups. He highlighted a disillusionment among farmers regarding government programs that were intended to assist them but often come with excessive red tape. He called for a more collaborative approach between governments worldwide and farmers to facilitate the adoption of advanced technologies that could lead to better soil health and more nutritious food.
Amber DeWitt, a venture associate at Fulcrum Global Capital, echoed Mikesell’s sentiments, expressing excitement over the increasing participation of strategic investors in agrifood technology. She noted that while there are promising signs of collaboration, particularly among original equipment manufacturers (OEMs), the same level of engagement is not as evident in the animal health sector. DeWitt raised an important point: attendees often leave conferences wondering if real change is happening or if the same discussions are being repeated year after year.
Walt DuFlock, a fifth-generation farmer and vice president of innovation at Western Growers, highlighted the growing collaboration within the specialty crop agtech ecosystem. He cited initiatives like the Next Gen Ag Worker program, which aims to train 3,000 AgTech-enabled workers through a $900,000 grant administered by Western Growers. DuFlock also pointed to successful collaborative projects in the strawberry sector, where industry stakeholders, including the California Strawberry Commission, invest in research and development to address growers’ challenges.
Patrick Honcoop, founding partner of AgTech-Pro, remarked on the positive trend of collaboration, particularly at events like FIRA USA, where European and local organizations joined forces to create a tailored experience for U.S. stakeholders. He cautioned, however, that successful partnerships require ongoing commitment and engagement from all parties involved. Honcoop stressed that collaboration should not merely be a surface-level agreement; it necessitates a sustained effort from both sides to achieve meaningful results.
Brad Fruth, director of innovation at Beck’s Hybrids, pointed out that partnerships are essential for business success in the agrifood sector. He noted that innovation, especially in in-field automation, is advancing rapidly in certain regions, and companies must be proactive in seeking collaborations to leverage these developments. Fruth’s perspective highlights the importance of being adaptable and responsive to the fast-paced changes occurring within the industry.
Chrissy Wozniak, founder of North American Ag, offered an optimistic view, suggesting that the pace of collaboration in agriculture has accelerated significantly in recent years. She argued that the industry has recognized the need for a unified approach to tackle challenges effectively, emphasizing that companies that resist collaboration risk being left behind in an increasingly interconnected world.
As the agrifood industry continues to evolve, the insights from FIRA USA 2024 suggest that while collaboration is gaining traction, it requires a concerted effort from all stakeholders involved. The call for more actionable partnerships and less talk is resonating across the sector, indicating a collective understanding that the future of agritech hinges on collaboration. As the industry navigates these complex dynamics, the potential for innovation and advancement remains promising, provided that stakeholders commit to working together effectively.