There has never been a time when so many new technologies have been available for buyers to sort out. This can create a big problem for companies, especially when sellers make big promises.
“Produce companies are bombarded with new technology,” said Vonnie Estes, vice president of technology for the Produce Marketing Association BB #:153708. “Many growers are being offered one-off solutions that give them data, but no insights.”
Estes advises companies to ask very specific questions before making decisions about which solutions to pursue, including the following:
-Does the new technology solve an actual problem?
-Is there help for integrating it into existing practices and infrastructure?
-Is there reliable data confirming the technology delivers what it promises? And last,
-does the vendor offer customer service and support if things don’t work right away?
Too many produce companies are enchanted by slick language and sky-high promises, especially with new concepts they may not fully understand. Knowing what specific issue a new technology should address is critical to making the right decision.
“Solution providers need to focus on solving problems, not offering technology,” Estes said. “Growers should not even be thinking about artificial intelligence (AI) or the internet of things (IoT)—this should all be in the background of the solutions they’re purchasing. The biggest innovation is tying data together to produce usable knowledge to improve decisions.”
Improved decisions can then lead to lower costs and higher returns for such high-tech solutions as using sensors and robotics to replace and decrease human labor; microtechnology for weed management, pest control, and irrigation; GPS and other precision positioning systems, as well as satellite mapping; and the use of mobile and airborne drones for monitoring crops, spraying, and data collection.
“These are important technologies that are in general use in production that have created much value for growers,” Estes said.
This is an excerpt from the most recent Produce Blueprints quarterly journal. Click here to read the full version.
