In the latest episode of Ag Tech Talk, Jennifer Goldston, Founder and CEO of AgTech PR, shared her expertise on the pivotal role of communication in the successful adoption of agricultural technologies. As the ag tech sector continues to advance in tandem with traditional crop inputs, Goldston emphasized that clear messaging, trust-building, and data transparency are as crucial as the innovations themselves.
Goldston highlighted the importance of understanding where a product fits within the broader agricultural solution landscape. “Trust begins with data,” she noted, stressing the need for at least three years of consistent field results and the ability to clearly articulate a product’s performance and benefits. She advised companies to focus on the core goals of productivity, sustainability, and profitability that resonate across the industry.
One of the significant challenges discussed was the effective communication of data-driven insights, such as soil health metrics, sustainability tracking, and carbon insights, into tangible business value. Goldston pointed out that many startups rush to market too quickly, often before their messaging is fully developed. She recommended having a solid data package, clear use cases, real field examples, and a well-defined target audience. “Yield improvement is expected—so beyond that, what is the unique value?” she questioned, underscoring the need for a clearly defined value proposition.
The conversation also touched on the importance of timing and making a strong first impression. Goldston advised companies to ensure they have all the necessary components—data, use cases, and a clear target audience—before launching their products. This strategic approach can help ag tech companies avoid getting lost in the noise of a crowded marketplace and effectively position their solutions across the value chain, from growers to regulators.
This episode of Ag Tech Talk provides valuable insights for ag tech companies looking to navigate the complexities of the market and communicate their innovations more effectively. By focusing on clear, data-driven messaging and understanding their unique value proposition, companies can build trust and make a meaningful impact in the agricultural industry.