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Ag tech CEO says producers want “independent connectivity”

An ag tech company says producers prefer technology with no strings attached.

Nish Majarian is the CEO of Agrian. He tells Brownfield growers, agronomists and food companies looking to buy technology prefer what he calls independent connectivity.

“Companies say ‘We’re going to give you this capability, but we’re going to want you to buy something, we’re going to want you to spend something, we’re going to want you to do something’. More often than not, they (customers) may not see that it is a good deal. They may feel like their independence is being infringed upon. But they want those capabilities.”

Majarian says some farmers prefer an option where all of their data can be in one place, where they can control it, and be able to partner with multiple companies at their discretion.

“Every time a grower looks at technology, they always asked themselves ‘What if?’. What if I want to do something else? What if I want to go somewhere else? How are they going to use this data?”

And he says he has found producers want to control the response to that “What if?” question.

Brownfield interviewed Majarian at the 2019 InfoAg Conference in St. Louis, Missouri.