Anyone who owns a smart phone knows the challenges that come with technology. Learning what the phone can do, how to use it to its fullest potential and ensuring it has the most up-to-date version of applications and operating systems keeps the average user busy.
The technology that today’s farmers must understand and use on a daily basis in their seeders, sprayers, combines is much more complex. It takes a team approach to get the most out of the equipment.
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Technology no longer an option
“Technology is the critical foundation for agriculture today and into the future, whether it’s biotech or equipment,” says Gary Flitton, a southern Alberta farmer. “It’s the way we will be able to build more efficient operations in the future.”
While he gives his two sons and son-in-law most of the credit for working with technology on their family operation, Flitton is very committed to the role technology can play on today’s farms. “It’s time consuming and expensive but it’s absolutely critical to the future of agriculture across Canada.”
Josh Umscheid agrees. A grain farmer and custom sprayer near High River, Alta., Umscheid also sees the benefits of using new technology on his farm. “With margins as tight as they are, we’re looking for every way to be more efficient,” says Umscheid. “Technology really helps us to be more productive, use less chemical and use fertilizer more effectively.”
Barriers to entry
But there are challenges most farmers face when looking at adopting technology on their operations. With the increasing cost of equipment and the technology, and associated support programs, farmers are generally phasing in new equipment and new technology over time.
Umscheid acknowledged that they haven’t yet tapped the full benefits of the equipment and technology they already own. “I don’t think we’re using nearly enough of it,” says Umscheid. “We’re just starting out and there’s so much available. We really need the help of an agronomist and others to put that technology to use.”
The Flitton family has been collecting and using yield data for a number of years and is feeling the growing pains of the industry where not all technology on all equipment merges easily. “We’ve had issues when we have different equipment and a number of different screens when we try to merge the data and manage the logistics on the equipment such as cabling,” says Flitton.
He says it’s getting easier and the support for these problems is getting better all the time. He notes that his son is the “tech guy” and he reaches out to other farmers and tech support people across western Canada to find solutions.
Curtis Borduzak, General Manager, Ag Sales Support for Rocky Mountain Equipment (RME), sees similar issues every day. “The comfort levels, ease of use and reliability issues in the past are part of customers’ resistance to the new technology,” says Borduzak.
The most common technology questions they hear at RME are about ease of use and what the farmer can do with it – and what it will do for the farmer. “The equipment is getting more expensive as new tech is added,” says Borduzak. “If we can help them use all of their equipment and technology, then we achieved our goal of being their partner and optimization specialist.”
Team effort
The clear message when speaking to anyone about today’s farming technology is that working with it is not a one-man job.
Flitton says technology has supported their farming operations and made things simpler this year, but there are times it could make him crazy. And that’s when the support is critical. “You almost need an electrical or engineering degree,” he says of the complexity of today’s equipment.
“I would be lost without the tech (RME calls their tech staff Ag Optimization Specialist or AOS) and the mechanic,” says Umscheid. “They have a lot of knowledge and I just don’t have the time to go through the huge manuals that come with the equipment and learn everything on my own.”
Umscheid is very positive when he speaks about the support he receives from the AOS team. “I can call them or text them with an issue and they will send me an e-mail with instructions any time. It seems like they are there 24 hours a day.”
RME’s AOS team is available 24/7 and their support actually begins before the equipment is delivered to the farm. Often the data has already been loaded. An AOS will then go through the operation and calibration of the machinery and ride along with the farmer as he gets used to the technology in the new equipment.
“We can overcome resistance to using the technology by working with the farmers on making a plan,” says Borduzak. “What do they want to accomplish? If we can go into the year with that mindset, we can put a lot of pieces in place to make it a lot more user friendly and ensure better data is collected. If we can show them where there are efficiencies and increases in productivity — a return for them — then we’ve added value.”
Planning
Gary Flitton is very clear about the importance of planning in this age of technology. “We have a more formalized plan so it’s paramount to have everything in place before seeding begins,” says Flitton. “You have to decide what you want for results and then start gathering the equipment that gives you the platform to achieve those results.”
Gary and his son put together a plan that includes which equipment they will use, and what cabling and other resources will be required. “It’s the same as any other part of your business,” says Gary. “You have to be really organized and have someone who has the knowledge to put it all together. You should be ready to hit the field, having tested it all and know it’s ready to roll.”
The partnership with customers is incredibly important to Borduzak. “We really want to be a partner with the grower and not just show him how to push the buttons,” says Borduzak.
There’s a global trend towards customers looking for relationships with the people and companies with which they do business. They want to know that if they require help for a large purchase, it’ll be there and that the company stands behind its product or service.
“With the increasing complexity of the equipment today, customers are looking for support for the technology in that equipment when they are making the purchase decision,” says Borduzak. “They’re looking for additional efficiencies and having a specialist that knows their equipment and understands their operation will go a long way in adding value.”
This is part-two of a three-part series. The main focus of the series will be on technology in agriculture and the way the collection and use of data is changing farming in Canada and around the world.
