{"id":2147,"date":"2019-11-13T12:03:31","date_gmt":"2019-11-13T12:03:31","guid":{"rendered":"https:\/\/agromavens.com\/?p=2147"},"modified":"2021-11-19T16:47:25","modified_gmt":"2021-11-19T16:47:25","slug":"agritech-adoption","status":"publish","type":"post","link":"https:\/\/agromavens.com\/index.php\/2019\/11\/13\/agritech-adoption\/","title":{"rendered":"Why Blade Runner provides a lesson for agritech adoption…"},"content":{"rendered":"\n
\"Blade<\/figure>\n\n\n\n

Ridley Scott\u2019s original production \u2013 the dystopian vision\nof a future world where a dwindling human population faces an existential\nthreat from \u2018replicants\u2019, robots almost indistinguishable from humans \u2013 was set\nin November 2019.<\/em><\/h3>\n\n\n\n

By now, you\u2019ll be aware that Mr Scott\u2019s vision was, mercifully, a little wide of the mark. But that\u2019s the problem we face today with agritech adoption, explains Dr David Christian Rose<\/a>, Elizabeth Creak Associate Professor of Agricultural Innovation and Extension at the University of Reading.<\/p>\n\n\n\n

Speaking at Farmers Weekly\u2019s<\/em> inaugural Future Farm Technology Expo<\/a>, held at Birmingham\u2019s NEC on November 7th<\/sup>, Dr Rose pointed out that while certain technologies can be adopted relatively quickly, others can take much longer to gain traction and to be adopted at scale. <\/p>\n\n\n\n

Blade Runner\u2019s flying cars and intelligent, biological\nrobots? Not any time soon. But we do have smart homes and virtual assistants.<\/p>\n\n\n\n

What does this have to do with agritech adoption? Well, the\npoint to remember is that even with the excitement that surrounds today\u2019s agtech\nsphere, it still takes time for these technologies to filter down into mainstream\nuse. <\/p>\n\n\n\n

\u201cYou\u2019re here today to hear us panellists paint the picture\nof what agriculture will look like in ten years\u2019 time,\u201d Dr Rose said. \u201cAnd yet\nwith the greatest respect in the world, if they paint a picture of a world in\nwhich rural skies are filled with drones, and automated robots and other\nequipment are implemented at scale, I say that is complete nonsense.<\/p>\n\n\n\n

\u201cHuman farmers and advisors shouldn\u2019t hang up their boots\nyet.\u201d<\/p>\n\n\n\n

For many existing precision technologies, it\u2019s taken well\nover two decades since they first became available to use on-farm before they\u2019ve\nbeen implemented at scale, Dr Rose pointed out.<\/p>\n\n\n\n

For those involved in agtech, or faced with encouraging\nagritech adoption on farm, Dr Rose says there are at least five different\nreasons to consider.<\/p>\n\n\n\n

  1. For all the buzz surrounding many novel agtech ideas, many of the technologies themselves are far away from being implementable at scale;
    <\/li>
  2. Once they become implementable, real usage data will be needed to see whether there is an economic (or other) case for adoption. This will take time to prove (if indeed it can be proven) \u2013 some precision farming technologies have already failed to demonstrate their value in a real, on-farm situation;
    <\/li>
  3. Proving the value case is only part of the problem. Invariably, there is ingrained behaviour to overcome. This limits the speed of adoption;
    <\/li>
  4. If and when farmers decide they want to use the technology, do they have the skills to do so? Or does it require provision as a service?
    <\/li>
  5. Is there the necessary rural infrastructure to make it work?<\/li><\/ol>\n\n\n\n

    Then there are issues of data privacy and security, legal frameworks,\nemployment, animal welfare and farmer mental health, not to mention its possible\neffects on the nature of the countryside, and how the general public might\nreact.<\/p>\n\n\n\n

    Excitingly, all these factors are to form the basis for a\nnew study at the University of Reading, being undertaken by Dr Rose and two PhD\nstudents.<\/p>\n\n\n\n

    \u201cWe will imagine different agri-tech futures and aim to understand\nwho we need to include, and how, in order to decide upon mutually acceptable\nresponsible innovation trajectories.<\/p>\n\n\n\n

    \u201cThis is not necessarily about \u2018game-changing\u2019 innovation,\nbut technologies that might make things better on farm.<\/p>\n\n\n\n

    \u201cWe are too often seduced by the pursuit of silver bullets, of game-changing technologies. From an academic perspective, it is disheartening to see so much of the transforming food production money being pumped into big, shiny stuff<\/a>, rather than using it to connect stakeholders within a joined-up innovation system.<\/p>\n\n\n\n

    \u201cTake a set of scales, for example. Would you define a set\nof cattle scales as technology? I would, but many wouldn\u2019t \u2013 and the show here\ntoday probably wouldn\u2019t consider them \u2018agriculture 4.0\u2019.<\/p>\n\n\n\n

    \u201cYet used regularly, those scales can help a beef farmer\nimprove his production. Pursuing lower-tech innovations that farmers can\nalready use is perhaps better than being persuaded to try drone technology.\u201d<\/p>\n\n\n\n

    Constant incremental change \u2013 making things a bit better and\ncontinuing to do so \u2013 is the way to go, Dr Rose enthused. \u201cMake your farm a bit\nmore profitable. Make your inputs a bit smarter. Make better use of the data\nyou are already producing. Make smarter use of the equipment you\u2019ve already\ngot. With all of this, you can make gains.\u201d<\/p>\n\n\n\n

    Above all, Dr Rose encouraged farmers to share. \u201cBy sharing\nideas, sharing successes, and sharing failures, we can identify the\ntechnologies that help us make gains and forget those that don\u2019t.<\/p>\n\n\n\n

    \u201cDon\u2019t be too easily seduced by that promise of a game-changer.\nAsk questions of the manufacturer, understand whether it will work for you, whether\nit\u2019s you or the company who will benefit most.<\/p>\n\n\n\n

    \u201cOnly you can come to a decision that most suits your needs.\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"

    Ridley Scott\u2019s original production \u2013 the dystopian vision of a future world where a dwindling human population faces an existential threat from \u2018replicants\u2019, robots almost indistinguishable from humans \u2013 was … <\/p>\n","protected":false},"author":1,"featured_media":2148,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4],"tags":[35,108,68],"class_list":["post-2147","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-general-news","tag-agritech","tag-agritech-adoption","tag-market-entry"],"yoast_head":"\nAgritech adoption: how we can learn from Blade Runner<\/title>\n<meta name=\"description\" content=\"Agritech adoption faces several challenges, says the University of Reading's Dr David Christian Rose. 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