Belanda Clarke (Agri-TechE): ‘Stop overpromising, farmers need reliable solutions’
The adoption of agricultural technologies is hindered by a gap between farmer expectations and bold claims from developers. Dr Belinda Clarke, director of Agri-TechE, emphasizes: “We need to stop promising farmers that a technology is going to change the world tomorrow. Farmers need solutions that work the first time.”
A recent survey by Agri-TechE among British farmers highlights skepticism towards agri-tech due to inconsistent results, unclear value propositions, and lackluster after-sales support. The findings show that most farmers prefer reliable, ready-to-use systems over experimental technologies.
“Farmers cannot afford to gamble their productivity on untested innovations,” Dr Clarke warns. While some early adopters are open to beta-testing new systems, the majority prioritize proven solutions that seamlessly integrate into their operations.
Among the other challenges for agri-tech companies identified in the report is how regulation is failing to keep pace with innovation. An example is the lack of clear regulation for emerging trends, such as the use of biological products. For agri-tech developers, earlier engagement with regulators from the outset of innovation is vital, the report suggests.
Lessons from past failures
Examples of unfulfilled promises include the Sprout robot, an innovative fully electric platform designed for harvesting green asparagus and other crops. Despite its potential to work year-round with interchangeable tools, the robot failed to gain traction in the market due to operational challenges and unmet expectations.
The Agri-TechE report stresses the importance of collaboration between developers, researchers, and farmers to align expectations and create practical, reliable solutions. Transparency about product limitations and realistic timelines for innovation are essential for building trust in the farming community.
For a full analysis of the survey results, visit the Agri-TechE website
