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Digging into the roadblocks on agtech

With so many interesting innovations targeting agriculture, why aren’t more farmers buying? A new report offers insights.

Willie Vogt

March 3, 2023

30 Min Listen

For the last few years there has been a healthy buzz around innovations for agriculture, but a deeper look at the industry shows that farmers are not all jumping right in. A new survey report from consulting firm McKinsey & Company, digs into that issue – Agtech: Breaking down the farmer adoption dilemma. It’s the third survey of farmers the organization has done, and this latest includes responses from 6,000 farmers from around the world.

To better understand the factors slowing tech adoption, and to learn more about outside factors that could change that, we talk with two people from McKinsey & Company. Vasanth Ganesan, partner, and Maria Garcia de la Serrana Lozano, associate partner, involved with the study. Not only do they discuss issues impacting farmer adoption of technology, they share insights on external factors that could impact those decisions in the future.

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Willie Vogt

Willie Vogt has been covering agricultural technology for more than 40 years, with most of that time as editorial director for Farm Progress. He is passionate about helping farmers better understand how technology can help them succeed, when appropriately applied.

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