The recent “Technology Track” at the Farm Equipment Manufacturers Association (FEMA) Supply Summit and Showcase in Fort Myers, Fla., marked a significant step forward in bridging the gap between traditional farm equipment manufacturing and the rapidly advancing world of agritech. The event, spearheaded by Mach CEO Colin Hurd and Acuitus Ag CEO Chris Hunsaker, aimed to educate FEMA members about emerging technologies that could revolutionize their products and services.
The panel discussion, moderated by Farm Equipment editor/publisher Mike Lessiter, brought together industry leaders to share insights on AI, automation, and the future of autonomy. The conversation highlighted several key implications for shortline manufacturers and the broader agricultural equipment industry.
One of the most compelling points raised was the advantage that existing implement manufacturers have over startups. Chris Hunsaker emphasized that established companies possess a wealth of knowledge about the industry, which can be leveraged to innovate more effectively. However, he also acknowledged the challenge of pivoting an existing business to embrace new technologies. The advice for shortline manufacturers was clear: focus on software first and use hardware to enhance it. This approach can lead to lower costs and faster innovation, making it easier for smaller companies to compete with larger counterparts.
John Fulton, a professor at Ohio State University, painted a picture of the near future where autonomous tractors become commercially available. He stressed the importance of thinking ahead and positioning products to work seamlessly with these new technologies. Fulton predicted that within the next five years, the industry will shift from discussing autonomous tractors to automating the processes around them, making farming operations more efficient.
The discussion also touched on the size of autonomous equipment. Chris Hunsaker and Rhett Schildroth, Mach CTO, debated the merits of medium-sized versus large-sized autonomous equipment. Hunsaker suggested that smaller, more numerous machines could offer advantages in terms of uptime and soil compaction. Schildroth, however, pointed out that very small equipment faces significant physical challenges. The consensus seemed to be that a mix of sizes will likely emerge, with medium-sized equipment playing a crucial role.
Curtis Garner, COO of Verdant Robotics, highlighted the current tough times in the ag tech industry, noting that many companies have failed recently due to a lack of funding. However, he also expressed optimism that new companies will learn from these failures and bring innovative technologies to market. This dynamic environment presents both challenges and opportunities for shortline manufacturers, who must stay agile and forward-thinking to avoid being left behind.
The panelists agreed that the window of opportunity for shortline manufacturers to influence the direction of the industry is open but narrowing. As larger companies begin to invest heavily in technology, smaller manufacturers must act quickly to leverage their existing knowledge and adapt to the changing landscape. The future of agricultural equipment is poised to be shaped by those who can navigate the complexities of emerging technologies and integrate them effectively into their products and services.
