Opinion: Complacency Doesn’t Compute on the Farm

The rate at which technology advances can be mind-blowing when you stop and think about it. From the smallest of information-exchange devices like cell phones to the largest field/grove machinery, the research and ingenuity that goes into creating faster, stronger, and smarter versions of these types of tools — and everything in between — never seems to relent. Good thing, because the creative effort simply cannot stop. The main reason behind the constant push forward hinges on current and future wants and needs.

The demand put forth on today’s and tomorrow’s farmers to produce more, better, and safer food for an exponentially expanding population is not only a respectable desire, but also a legitimate need. The time has come for all growers to embrace — or at least consider — what the latest in modern technology has to offer them to help in this ever-challenging endeavor.

Looking back in time, the evolution of farm equipment and implements is extraordinary. And the frenetic-paced progress in this arena continues. Modern-day concepts, such as GPS/precision agriculture autosteer systems (see examples on page 12) and digital communication technology that reaches out to growers — no matter where they are at any time of the day or night — to let them know when best to apply chemistries to protect their crops (see page 30), were unthinkable not too long ago. My, how times, farmers, and agriculture have changed. And all for the better.

Adaptation — no matter what line of work you’re talking about — is key. For example, we at Florida Grower understand the needs and expectations of our subscribers continue to evolve. In our business preparation for each upcoming year, we attempt to reach out to some of our close industry contacts and editorial advisors about what pressing issues to cover, forces impacting their world, and trends to watch for. One of the interesting bits of information we gathered during the recent 2011 business-scanning exercise revolved around technology perception. The majority of respondents ranked themselves and/or the Florida ag industry in general as either above average or high on the scale of being tech/web savvy. In addition, the resounding information-gathering digital tool of choice in and around the field were smartphones.

The feedback we receive helps us adjust and tailor the way we deliver and will deliver content to you. From what we are hearing, you’re using modern technology to not only help run your businesses, but also to extract value from our print products and digital offerings (FloridaGrower.net, GrowingProduce.com, and ProduceCommunity.com). Stay tuned as we implement exciting new integrated changes to further enhance and streamline how you already use our resources.

From a publishing perspective, we know that despite the multitude — and still growing number — of available media platforms, the core desire for one to receive important information in a more efficient manner has been and always will be a constant. The same kind of thinking goes for what is expected of those whose job it is to feed the world. We’ve had and always will have tools to help deliver on almost any demand — no matter how difficult it may seem at the time. But it’s people, ultimately, that can and do make it happen.