Data integration, support the way ahead for agritech

Agritech companies need to work together to give farmers the right tools and user experience increasingly required to meet sustainability and traceability targets, according to Gallagher general manager New Zealand and Chile Darrell Jones.

Speaking on the Farmers Weekly In Focus podcast, Jones said while some sustainability gains will come from improved productivity, nutrition and nutrient management, it is the adoption of digital technology that will really move the dial.

But a mindset centred on collaboration rather than data sovereignty is key to success.

“Over the past year, I’ve been encouraged by the growing mindset of collaboration within our industry to help farmers seize more opportunities,” Jones said.

“There’s a noticeable shift, with more commercial companies joining Gallagher in recognising the importance of working together. But more progress needs to be made. 

“Ensuring our software integrates seamlessly across different platforms allows farmers to easily analyse the diverse data they gather and turn it into meaningful actions. Gallagher is calling for more businesses like ours to collaborate with others to build a better future for our farmers and our rural communities.”

Jones said the role of technology in farming is no longer a matter of debate – it’s an essential reality. 

“GPS-guided tractors and precision agriculture are becoming standard tools, enabling farmers to manage pastures more efficiently and ensuring optimal use of resources like fertiliser and water.”

While there’s no shortage of innovation, the real challenge lies in getting this technology into widespread use, Jones said.

A joint study by AgResearch and DairyNZ identified 20 barriers to technology adoption on New Zealand farms, from technical and financial challenges to concerns about data sharing and job impacts. 

“These are significant hurdles but overcoming them is crucial for our global competitiveness.”

New Zealand farmers are no longer just farming – they’re managing full-scale agribusinesses. This demands a business-oriented approach, with strategic planning and data-driven decisions.

“However, farmers cannot do this alone. As an industry, we must do more to educate, support, and provide the tools they need. We can’t simply sell technology to farmers and walk away. 

“Collaboration, data integration, and ongoing support are essential to helping farmers achieve the efficiencies needed to secure a premium for their products in global markets.”

This article was originally published on Farmers Weekly.