Adam Gittins cautions farmers to control their natural reaction to “sticker shock” when shopping for precision agriculture technology, and to realize the rapid ROI such tools can provide. 

Most references to the digital divide have to do with rural connectivity and how easy or difficult it is for farms to maintain internet access. However, Jared Ochs has a different type of digital divide on his mind.

Farmers using precision technology generate valuable data about their farming operations. Dealerships often have access to it. But how do you ensure both the dealer and the farmer are making the best use of that data? And how can you segue that efficient use of data into revenue opportunities?