Precision Pays

Friday, I wrote about how Ag Leader listened to customers of their SMS Advanced software and built a Certified Training program to give participants deeper knowledge that helps their own business.

This weekend I spoke with Justin McCuiston, who helps customers of the farmer-owned cooperative Farm Service Inc., in northeast Arkansas with variable-rate fertilizer programs, yield mapping and other precision farming practices.

“We have five locations that cover about 8 counties in this rice and soybean area, where about half of our growers now use variable-rate prescriptions. In the past we used another software program, but switched to SMS Advanced which has turned out to be hands-down the best software I’ve ever dealt with in the 16 years I’ve been doing this,” McCuiston says.

“What truly makes it valuable is Ag Leader’s Certified Training program with the small class sizes and personalized training, which allows us to optimize the software capabilities to meet the services we offer to growers. We run 14 variable-rate fertilizer rigs that cover thousands of acres, and we couldn’t do that without the capabilities and batch processing features of SMS Advanced,” he says.

McCuiston says that once growers start with variable-rate fertilizer, they stick with it. “We re-pull soil samples every three years, which helps makes true believers out of them because they see soil improvements, fertilizer savings and improved profits.”

Check these links to learn more about SMS Advanced and Certified Training.

Ag Leader Technology has announced the Blue Delta Dealer Network. At the Iowa Power Farming Show I spoke with Mike Olson to learn more about it. He’s pictured working in the booth here at the show.

Basically, Ag Leader Technology has developed a new elite precision farming distribution network in an effort to bring more structure to a growing precision agriculture community.

The network is designed to help precision farming dealers become well-rounded precision farming experts, as well as help farmers locate and identify elite precision farming dealerships throughout North America.

“Our goal is to provide these dealers with a number of tools to help them better educate and sup- port their precision farming customers,” continues Olson. “We’ve learned that the more educated growers are about precision farming, the more they embrace it. We believe this will have a significant impact on the industry.”

You can listen to my interview with Mike below.

Iowa Power Farming Show Photo Album

Podcast: Play in new window | Download

When the term ‘crop consultant’ comes to mind, growers often think in terms of scouting, insects, diseases, soil fertility and testing, and perhaps input buying recommendations. But have you stopped to think about their value in helping you properly invest in tools of precision agriculture?

Retailers who sell precision ag equipment know the technology, but do they know your operation as well as a crop consultant might? Michael Vos, software sales manager for Ag Leader Technology, says that crop consultants often have an advantage of knowing agronomics, and that gives them a broader perspective of a grower’s operation.

Place seed, place fertilizer. “For example, just yesterday we were talking with a crop consultant who was answering grower questions about the placement of fertilizer and especially micronutrients. He says the first thing he reminds growers is not to forget the fundamentals—placing the seed accurately in the field,” Vos says. “He says that once growers do that, then they can look at using precision technology to band fertilizer and micronutrients and plant right over the top of it—reducing rates compared to broadcast.”

Vos says consultants that they work with often dovetail that discussion into asking, ‘Well, then how are you going to make sure you are applying fertilizer accurately?’ “That’s when they talk about the value of a controller monitor like our InSight or INTEGRA models, that not only control rates (flat rate or prescription variable rate), but it monitors the rates and records them to help improve future decision making. And, in combination with a guidance system like our ParaDyme, they can optimize seeding and fertility in a strip-till system.”

See the big picture. “Crop consultants understand the breadth and depth of the entire farming operation—from agronomics to technology to marketing. That allows them to see the weaker links in an operation, and help point growers in the best direction to improve their efficiency,” Vos says.

Not only can they help correct the inefficiencies, a good crop consultant can also help growers prioritize their precision farming investment. “Some farmers may be better off starting out with a precision ag tool for their planter. Others may get a quicker payoff by adding technology to their sprayer. Still others may want to start with a guidance system,” he says.

Other resources:

Why Hire A Crop Consultant? (Corn & Soybean Digest)

How to Choose a Crop Consultant (Citrus & Vegetable)

How to Choose Your Crop Consultant (AgProfessional)

What a Consulting Engineer Can Do For You

National Alliance of Independent Crop Consultants

American Society of Agricultural Consultants

Arriving just ahead of a blizzard bearing down on Iowa yesterday, more than 200 key dealers got their first glimpse of the big, new Ag Leader Academy training facility in Ames. The group will get hands-on experience over the next several days, learning all about new products and the steering technology and services gained from the partnership with AutoFarm.

There was a lot of buzz about teaming up two new products in particular, which highlights the strengths of the new partnership between Ag Leader and AutoFarm. The ability to pair the new ‘flagship’ products—Ag Leader’s INTEGRA monitor with the high-accuracy automatic steering ParaDyme product from AutoFarm—will offer the most advanced and innovative precision ag system ever, say the companies.

The INTEGRA full-featured, year-around display, comprised of a 12-inch HD touchscreen, features a new hardware platform that can handle mapping, planter and application control, yield monitoring, real-time data logging and more—controlling virtually every operation from the cab.

And to make this a fully integrated system, a patented dual-antenna roof module called the ParaDyme, delivers a unique steering system that can handle any correction (from WAAS to RTK), plus it offers factory-activated and integrated wireless and cellular communications for remote diagnostics. It not only can provide sub-inch accuracy with RTK or the CORS Network, but it can track pitch, roll, yaw, vehicle position and heading.

ParaDyme System

“With ParaDyme, we’ve taken automatic steering to a whole new level,” says Michael O’Connor, Chief Technology Officer with Novariant, the parent company of AutoFarm. “This sets the standard in single-system solution to precision farming, when combined with the Ag Leader INTEGRA monitor system.”

What impressed me during the presentations was the simplicity behind the complex and all-encompassing capabilities of this system. For example:

• The ParaDyme platform fits both entry level users and the experienced RTK-intensive, variable-rate users, simply by swapping out monitors, steering systems and selecting the right correction signal—from sub-meter to sub-inch accuracy.
• No more complex steering calibration—you push a button and the computer automatically calibrates by turning and learning the tractor movements.
• No more need for a front-wheel sensor, due to the patented dual-antenna system configuration.
• There’s a seamless upgrade path for growers who want to start with an entry-level Edge monitor and assisted-steering, then move up later. The ParaDyme unit doesn’t change (only the signal), and the INTEGRA monitor uses the same cables and bolt-on hardware as the Edge monitor.
• With a decade of precision-steering experience, AutoFarm technology fits on more than 370 different vehicle brands.
• With ParaDyme, you are directly connected to your local dealer with a service plan (for a fee) to minimize downtime. If you have a problem, you push the help button on the monitor and it contacts them. Not only can they view your screen, they can actually make remote adjustments and troubleshoot it, without waiting for their truck to arrive.
• And for growers who live in states with good CORS networks coverage, the built-in cell phone system in the ParaDyme will automatically chose the best local carrier for your signal to run RTK—without you or your dealer worrying about another cell phone, and carrier, and service. Plus, you can activate it in 30-day increments, so no need for year-long contracts.

There are many more details, so contact your local dealer.

The doors open next week on Ag Leader Technology’s new Ag Leader Academy, which will play host to its top 200 dealers who will use this great new training resource to learn about the new product line for 2010.

“This is a big event for us, as we just launched an entire new suite of products, announced our new partnership with AutoFarm, and now opened our new training facility,” says Mike Olson, North American Sales Manager. “And it’s the first chance to give our dealers a look inside the complete package we now offer.”

Olson says that not only will the company’s best dealers get to touch the equipment next week in the big showroom space, they’ll also gain first-hand product knowledge in the new classrooms. “We have multiple classrooms, along with a larger SMS Software Computer Lab with tiered seating like a theater, and space for everyone’s laptop.”

Dealers will have several classroom sessions on all the products. “We’ll spend a lot of time going through the new INTEGRA display, along with the entry-level Edge display, which has been completely reworked for 2010. They will also learn all about the new steering products (ParaDyme, OnTrac2, L160 Lightbar), as those are brand new. And we’ll provide updates on the DirectCommand and SeedCommand, as well as all software products.”

Complete Solution. “Both customers and dealers are excited about the fact that we now have a complete solution from one company. We have our own steering system now, we have displays, yield monitors, application controls systems and the desktop software,” Olson adds. “We now feature the most complete system out there—and it’s all coming with the Ag Leader name on it.”

Farmers Edge Precision Consulting based in Winnipeg, Manitoba has become a fast-growing business helping farmers cut fertilizer costs and increase profits. The two agronomy experts who started the company just received an entrepreneur award, according to a report in The Gov Monitor.

Farmers were so impressed with an innovative crop fertilization service developed by Curtis MacKinnon and Wade Barnes that they urged them to take it to market, giving them the push they needed to strike out on their own. Since that initial start four years ago, Farmers Edge Precision Consulting has become a fast-growing business that is helping farmers across the Prairies and as far away as Russia improve their practices and profits. For this success, Wade, 34, and Curtis, 33, have won BDC’s Young Entrepreneur Award for Manitoba.

Farmers Edge helps take the guesswork out of farming. It combines remote sensing equipment and technology to redefine how farmers apply fertilizer to their fields to increase crop yields. The business is helping grain and oilseed farmers increase their profits by $15 to $100 per acre, while contributing to a 15 to 25% decrease in fertilizer application. Now covering 750,000 acres across the Prairies, Farmers Edge has grown to 10 management partners, 34 full-time and 11 seasonal employees, along with 17 consulting partners who are re-sellers of the services. Farmers Edge has just opened its own soil-testing laboratory, has taken its concept to large corporate farms in Russia and is constantly exploring new ideas.

“Before we got started, I was working in the fertilizer business, where research had been done on variable rate technology, but no one had found a way to make it viable,” explains Wade. “Then I started working with Curtis, who is gifted in technology, and together we decided to reinvent the wheel.” Wade hit on the idea of using remote sensing to map out the varying fertilizer needs throughout a field, and Curtis found a way to make fertilizer machines vary their output according to that map. When farmers saw what Farmers Edge could do, the service sold itself.

The two agronomy experts attribute the fast growth of Farmers Edge to the talented team and the unique ownership model they have put in place. That includes a design whereby territory managers take equity in the company. “We have been fortunate to find key people who share our drive,” says Curtis. “That has allowed us to keep growing and expanding.”

Curtis and Wade see expansion as a way of reducing risk. “Agriculture is so influenced by weather that if you are regionalized, one weather disaster could virtually wipe you out,” explains Wade. “Expanding into other regions reduces that risk.” They’re also always on the lookout for possible new ventures. “We’re very quick to seize opportunities. If we have an idea, we chase it.” That led them to Russia in 2006. Since then, Farmers Edge has been developing business in Russia and the Ukraine, tapping into the large corporate farm market.

As an Iowa farm kid who grew up loving technology (I just chose to write about it and let my brother run it on the family farm), one of my passions is talking to farmers about their technology adoption—so I can learn and write stories that help others. And over the past 28 years of covering the incredible advances we’ve all seen, the stories I’ve heard are amazing, and sometimes funny.

Yesterday I spoke with Tim Norris, owner of a successful central Ohio precision technology business called Agronomic Information Technology, based in Gambier. Norris has more than a dozen years experience installing and helping farmers and custom applicators adopt a complete range of precision farming products—from basic lightbars and excellent monitors like Ag Leader’s Insight, to complete auto steer and RTK-guided systems. Tim is an Ag Leader Master Service Dealer, and he also sells Trimble, Tru Count air clutches, Norac auto boom height controllers, Rawson controllers and Orthman strip-till systems.

I called him to talk about how he helps growers adopt the most cost-effective precision technology, especially for those just starting out. He quickly related two ‘rookie’ stories. “One individual, when I first met with him, told me flat out ‘if I ever have to have a machine drive my tractor, I’ll quit farming.’ A while later, he agreed to demo an EZ Steer. Well, needless to say, he’s still farming—only now he has four tractors that steer themselves,” he laughs.

“Another customer, who absolutely hates computers, didn’t want anything to do with this technology—except his son wanted a lightbar, so he bought one. After awhile, he borrowed the unit from his son and put it in his fertilizer spreader. Well now, the son is complaining because he can’t get the lightbar back from his dad. He liked it so well, and realized how much fertilizer he was saving by not overlapping, he kept it,” Norris says.

His advice to novices regarding tech adoption—get a plan and research the products. “I’ve seen too many growers who buy a piece of technology on price alone, use it for a year or two, then learn that they cannot upgrade the lightbar or the type of GPS signal. “The first step, figure out what tasks you want to do first, then write down what capabilities you might want in the future. And seek advice from a variety of experienced sources, like other farmers, dealers you trust, service providers and others,” he adds. “The main thing, find a dealer you can trust and feel comfortable with—one that has your best interest at heart. And talk to growers who have used their precision farming services.”

We talked through some examples of how different growers might think about their precision technology plan. “You have to think—where do I have the potential to save the most money? What practices will work best?

Example 1: Small farmer – “This person may make more money on investing in grid soil sampling to start out, because he may save a ton of money on lime, and save some on fertilizer input costs. His yields will go up in areas where they would not if he continues to blanket-apply nutrients.”

2: Strip-tiller – “Perhaps his money will best be spent on RTK signal, because auto steer and RTK will deliver the seed exactly where the fertilizer was placed, to ensure quick and even emergence.”

3: 2,500-acre planter guy – “He might get the most net return on money spent by adding individual point-row clutches. Especially for growers pushing higher populations of 34 to 36,000 and beyond. Not only do they save 3 to 4 percent in seed costs, they also eliminate the 50 percent yield loss in those double-planted areas.”

4: No-tiller – “Perhaps he doesn’t need an RTK signal as he doesn’t need to plant precisely in an exact spot (like strip-tillers need to do). If he’s in an area that gets the Omnistar signal, he can save money there.”

Check out Tim’s website for more information: http://www.aginfotech.net/

Does your precision technology provider deliver good information to you in methods beyond direct contact or a Website?

A good lesson regarding customer service and expanded ways to connect with customers comes from precision agriculture solutions provider HTS Precision Ag, based in Harlan, Iowa.

For example, check out their blog called “Precision Ag Explained,” where Adam Gittins posts weekly insights on products, issues and even his attendance and talk he gave at the recent precision agriculture conference InfoAg.

This week, Gittins talked about Trimble’s new Ag 3000 cellular modem, used to connect to a VRS or CORS network for RTK corrections — a product he tested and wrote about in a previous post. And he mentioned the company’s True Guide, which correct implement drift. Another post talks about Ag Leader’s commitment to training customers and prospects by breaking ground on a new training center. And still more posts highlight their own training sessions and ride & drives.

Not only does HTS blog, they are also using a Facebook fan page (where you can even RSVP for training sessions if you are a Facebook member) to connect with users on that social media site. And they also have an updated Website where they also connect with customers using an email newsletter.

HTS offers solutions to growers from Ag Leader Technology, Trimble Navigation, Norac, Garmin and Wilson Electronics. They serve growers in portions of Iowa, Kansas, Missouri, Oklahoma and Nebraska.

At this week’s 3i Farm Show in Garden City, Kansas, several farm retailers report continued confidence by farmers in the value of precision farming tools, according to a story in The Hutchinson News.

“Farmers are buying technology and new concepts of innovation,” says Greg Brenneman, marketing director with Salina-based Great Plains, noting that innovation “has always been a cornerstone at Great Plains.”

Mike Zimmerman, sales manager for Lang Diesel out of Hays, says that while the agriculture economy has slowed after an extraordinary year in 2008, he expects to see plenty of visitors interested in updating equipment or precision agriculture systems.

January and February were dry months for farmers and slow for his industry, he said. When rain started falling in April, the pace picked up.

“We’re selling quite a few tractors and combines,” he said. “It’s a lot better than we thought.”

Come August, John Deere Ag Management Solutions (AMS) and Raven plan to combine technologies and offer a broader suite of precision application control solutions to growers.

“We’re targeting this August to combine technologies from John Deere and Raven. We’ll be able to offer an expanded line of universal solutions to customers through our John Deere dealer network,” says Nick Block, business development manager for John Deere Ag Management Solutions.

Now customers in the U.S., Canada, and Australia will be able to purchase select Raven application control products at John Deere dealerships.

Matt Burkhart, general manager for Raven’s Applied Technology Division, says customers will ultimately be the biggest beneficiaries of the agreement.

“Both companies share a common focus to provide customers with market-leading, innovative products, plus offer exceptional support for those products,” Burkhart says. “By offering Raven products through John Deere dealerships, we can reach more customers with compatible solutions that help them improve their farming operations,” he adds.

“These complementary products will enhance both of our companies’ positions in providing precision ag solutions,” Deere’s Block explains.