[Video] Dealer Panel: What It’ll Take to Promote, Demo & Sell Autonomy to Farmers

Mike Houghtaling, President P&C Ag Solutions, Reese, Mich. (see photo below) — Making a return to the Summit (2018 presenter) is Mike Houghtaling, who founded P&C Ag in 2000 to satisfy demand for an independent agronomist/technology consultant to help growers select and integrate new and emerging precision ag technologies. Today, the independent retailer represents 40 lines, all of which are first proven on the widely diversified 3,000-acre farm he operates with family members.

Bryan Fehr, General Manager, Jenner Precision, Fairbury, Ill. — “Autonomy is coming, and Jenner Precision intends to be on the front end it,” says Bryan Fehr, who’s been with 3-location Case IH group for 8-plus years and oversees its Precision Group, one of the three pillars in Jenner Ag’s Global Service Team, along with Agriculture and Application. Jenner Ag hosted an Autonomy Demo Day last summer, delivering first-hand experience in demonstrating the technology. That experience also provided early insight into farmers’ reactions and what it’ll take for dealers to market, show ROI and close the autonomy sales coming in the years ahead.

Todd Peterson, Owner, Peterson Ag Service, Remington, Ind. — “Our goal is to provide the best products, highest level of service and most knowledgeable staff to our customers to make them the most profit,” says Peterson. In addition to being a Pioneer corn and soybean dealer, Peterson Ag Service sells and services Ag Leader technology product, Soil-Max tile plows, Trimble products, and Raven Autonomy products. In addition, the dealership offers soil sampling and mapping services…