The 5 Barriers to Agtech Adoption

The 5 Barriers to Agtech Adoption

Ben Potter

Farm Journal AgTech

When it comes to the state of agtech, Ken Zuckerberg, likes to toss out a baseball analogy. “It feels like it’s the second inning, and the coaches are back on the bench thinking about the game plan,” says Zuckerberg, a senior research analyst with Rabobank. Zuckerberg says the industry is in a so-called fourth wave of agricultural innovation – digital agriculture – which he loosely defines as farm management software and predictive/prescriptive data gathering. Many products have entered this marketplace, but few have broken through. In fact, Zuckerberg estimates that fewer than 5% of farmers have deployed some type of digital agriculture on their operations. What’s the hold up?

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