In the heart of the digital revolution, a quiet transformation is sweeping through the fields and farms of the UK and Australia. While much attention has been given to the farmers embracing smart farming technologies, a new study shines a light on the unsung heroes of this agricultural evolution: the farm advisers. Led by Ruth Nettle from the School of Agriculture, Food and Ecosystem Sciences at the University of Melbourne, this research delves into the changing landscape of advisory work in the era of Agriculture 4.0, published in the journal ‘Frontiers in Sustainable Food Systems’ (translated from English as ‘Frontiers in Sustainable Food Systems’).
The study, which interviewed 22 advisers and four AgTech company representatives, reveals a profession in flux, adapting to the integration of smart farming technologies (SFTs) into traditional agricultural practices. The findings paint a picture of a workforce grappling with new demands, evolving roles, and the need for continuous learning.
At the forefront of this change is the diversification of advisory roles. Advisers are no longer just dispensers of knowledge; they are becoming intermediaries, brokers, and integrators, navigating the complex web of social, material, and symbolic practices that smart farming entails. This evolution is aptly termed ‘digiwork’ by Nettle and her team, encapsulating the digital dimension of modern advisory work.
“The role of an adviser is no longer just about providing information,” said one interviewee. “It’s about integrating that information into the farmer’s context, making it work with their systems, and helping them adapt their business models.”
This integration work has given rise to what the study calls the ‘side office’—a nexus between the traditional office and the farm. Advisers are spending more time on-farm, working alongside farmers to implement and troubleshoot SFTs. This shift has implications for work duration, efficiency, and effectiveness, with advisers reporting increased workloads and the need for continuous upskilling.
The commercial impacts of these changes are significant. As advisers become more integral to the implementation of SFTs, their value proposition evolves. They are no longer just service providers but strategic partners, helping farmers navigate the complexities of digital agriculture and maximize the benefits of smart farming.
However, this evolution is not without its challenges. The study warns of a potential ‘privileging’ of technology-centric, commercial, and privatized advisory efforts, unless there is collective support from government and industry. This could lead to a two-tiered advisory system, with those who can afford specialized, technology-focused advice reaping the benefits, while others are left behind.
So, what does this mean for the future of agricultural advisory work? It’s clear that the role of advisers is set to become more complex and multifaceted. They will need to be adept at integrating technology, understanding farmers’ contexts, and adapting business models. But with these challenges come opportunities—opportunities for advisers to become true partners in the smart farming revolution, driving innovation and sustainability in the agricultural sector.
As the digital revolution continues to reshape the agricultural landscape, the work of advisers will be crucial in ensuring that farmers can navigate this new terrain. The findings of this study provide a roadmap for supporting and strengthening the advisory system, ensuring that it can meet the demands of Agriculture 4.0 and drive the sustainable future of farming.