Technology Maximizes Profits

Kirk Leeds, Chief Executive Officer, Iowa Soybean Association

"You remind me of a software update. Whenever I see you, I usually think – not now!”

I recently saw this quote on a little magnet in some gift shop and it resonated with me. Over the years, I have come to dread the words, “software update,” whenever I receive such a notice on my phone, tablet, computer, TV or any number of other electronic devices. Software updates never seem to go well. Either they don’t upload correctly or when they do, they make such significant changes to the device or program that I get confused on how to use the silly thing. Some have suggested that this is perhaps just a reflection of my increasing age.

While there is some truth to that, I’ve also overheard much younger friends and colleagues complain about the same thing. Why can’t product developers and programmers just get it right the first time? And if it works, why mess with it?

I still haven’t gotten over how well my old Blackberry device worked. Who is in charge of developing these new phones? They must enjoy making us feel totally inept. And what was wrong with keeping names, addresses and phone numbers on “ Rolodex cards on my desk (for those of you too young to know what a Rolodex is, Google it!)?

But technology improvements can also be beneficial, especially when it involves soybean production. This issue of the Iowa Soybean Review focuses on tech and emerging trends in agriculture. The Iowa Soybean Association and our Research Center for Farming Innovation is fully engaged with many of these new technologies as we work with farmers to continually improve their operations.

Our one-of-a kind analytics team is developing new tools to help farmers take advantage of the incredible amount of data being collected on farms as equipment and sensors move through and above fields.

Our in-house agronomists and environmental specialists are working side-by-side with hundreds of farmers using these tools to help us gain a better understanding of the impact of changes to production practices. In February, ISA conducted Research & Results Forums in Storm Lake, Red Oak, Washington and Ankeny.

At each location, farmers, ISA staff and guests engaged with farmers to share research findings and gain insights from farmers on their ongoing challenges. The communications team also arranged numerous broadcast interviews and expanded coverage to ensure farmers unable to attend also benefited from the information shared at each forum.

In a recent meeting with leaders of a major ag equipment manufacturer, I was reminded how much work remains in helping farmers take greater advantage of new tech tools. Based on their analysis, farmers who had purchased new equipment were only utilizing 50% of the new technology (and data collected) included with their equipment.

Of course, the question that immediately arises is, “Did they really need all the bells and whistles that came with the new equipment?”

It’s a fair question.

An even better one is, “How do we help farmers understand the value of some of these bells and whistles to reduce costs and maximize profits?”

That’s a question ISA – with your assistance – looks forward to answering. Enjoy this edition of Iowa Soybean Review (no software update needed!) and drop a note to me with your input and ideas.