I don’t think many in this world know agriculture is a relationship-based industry. Farmers aren’t email cowboys or human call centers. They don’t occupy their day watching their email inbox and rarely answer their phone. It’s hard to imagine an Amazon-for-Ag. Despite many attempts, no one’s buying tractors, seed, fertilizer, fuel, or agtech with a “Buy Now” button. You meet with them, you listen, you walk the field, you drink the coffee. Love it or leave it.
A couple of weeks ago, I packed up my motorcycle and headed west to Kansas and Colorado. Just me, the road, and a helmet full of ideas. I met with 12 farmers face-to-face – mostly uninvited. We talked about what works, what doesn’t, where autonomy helps, where it still has gaps. They asked hard questions. I gave honest answers. I was raised by a farmer – I learned early during my rebel teenage years they have a built-in BS radar calibrated to factory spec.
By the end of the trip, I racked up a few thousand miles, a sunburn, and more insight than I could’ve gathered in a month of Zoom calls. I didn’t leave behind a stack of brochures – just conversations, eye contact, and a handshake or two. I ended up with a number of farmers willing to try our system in their farming operations. Sometimes you need to shut the laptop, fire up the bike, and hear it straight up. That’s how this industry works – and frankly, I hope it never changes despite sometimes coming with flashing lights and paperwork.
– Craig
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