The U.S. Farmers and Ranchers Alliance has introduced a new communications concept, called SMART Farm, aimed at bridging the gap between the acceptance of consumer innovation and the science and technology happening in agriculture.
"Science and technology are embraced by consumers in all aspects of their lives," said Brad Greenway, USFRA Chairman and South Dakota crop and pig farmer. "We want to demonstrate that farmers and ranchers are using similar technology to produce food in a way that is good for the soil, air, habitat and water on and around our farms and ranches - without compromise on cost, quality or taste."
The USFRA and its partners will showcase a few innovations that result in better care for animals, fewer trips across the field and more precise application of water and crop inputs at the Consumer Electronics Show.
"Media, influencers and consumers all understand the notion of 'smart' as a descriptor for the innovation and technology that helps improve their lives - the smart phone, the smart home, the smart classroom," said Randy Krotz, USFRA Chief Executive Officer. "Just like every other forward-thinking industry, American agriculture is employing science and technology to help build an ever-improving version of the American farm."