Paul Schrimpf

Group Editor,CropLife Media Group

What’s Ahead For Precision Ag

About The PrecisionAg Brand

Serving Agriculture Since 1994Initiatives Include:

– PrecisionAg.com– Quarterly Special Reports– PrecisionAg Institute– Media Partners, InfoAg Conference

• 2014 Event is July 29-31, St. Louis, MO

What We’ll Talk About Today

• Historical Perspective On Ag Technology• Where Things Stand Today• A Look At the Future

A BRIEF HISTORY OF PRECISION AG

Chapter 1: The Noble Cause1985-1991

• Focus on maximum use efficiency of fertilizer• Coincided with rise of PCs• No widely available GPS – radar required• Proof of concept, but not commercially viable

Chapter 2: Innovation And Evolution 1992-1999

• Al Myers commercializes the yield monitor for row crops

• GPS available, but with selective availability• Microprocessors increasingly powerful• The Internet is born• Early bids at developing interconnected

systems (Vantage Point, Vision system)

Speaking Of Evolution ... From This…

… To This in 15 Years

Chapter 3: The Great Disillusionment2000-2004

• The VRA Conundrum – no payback on low priced fertilizer

• Complexity of technology vs. the simplicity of farming (Roundup Ready)

• Farmers vote ‘no faith’ in recommendations• Overpromised technology benefits• “This stuff is hard”

Illustrating The Disillusionment…

Chapter 4: Rebirth With Efficiency2005-2009

• Automatic steering explodes• Boom control technologies• Improving GPS accuracy• Planter control• Agronomy still important but not the primary

driver for adoption• Establishing GPS as a core technology

Retailer Use of Precision Technology

CropLife Media Group/Purdue University Retail Adoption Survey, 2011

Chapter 5: Connectivity Technologies Emerge: 2009-present

• Smartphones and Tablets• Cellular/Wireless connectivity• Higher Speed Internet• Logistics• Better Technology Compatibility Emerging• Data collection and storage (and processing) in

the “cloud”

What’s Driving The Future• Complexity of agronomy is returning

– Weed resistance management– Hybrid/variety selection– Micronutrients/Specialty Blends

• Pressure to Maximize Yield/Feed The World• Input Stewardship (fertilizers)• Food Safety/Traceability• Manufacturer Innovation• Water Management

What’s Driving The Future

• Drive For Sustainability• Regulatory pressure• Grower size/ability to compete• Need to bring growers not using technology

into the fold

Estimated Market Area Using Precision Services (1 of 2)

2011 Base: 161 Note: 2014 is predicted use

Estimated Market Area Using Precision Services (2 of 2)

2009 Base: 160 Note: 2014 is predicted use

CropLife Magazine/Purdue University Retailer Survey, 2013