AgriERP Wins The "Farm Management Solution of The Year 2024" Award by Agtech Breakthrough. 
Starting off his career in 2012, Daniel Schultz has served in multiple companies as a marketer, before launching Schultz Collaborative to help the agri-industry navigate their challenges.
His expertise spans the entire sector, working with both emerging startups and established businesses. Being a professional Agtech Psychotherapist, He specializes in helping executive and ag leaders to refine their strategy, drive innovation, and position themselves for market leadership.
By working with businesses that prioritize disruption and forward-thinking approaches, he ensures that marketing efforts align with long-term success rather than short-term trends. He currently works as the Lead Category Designer/CMO at Schultz Collaborative and an author at Ag Done Different.
With his extensive experience in marketing and business strategy, he shared thought-provoking insights on how the agricultural sector is changing and what the future holds. Discover more from our engaging discussion with him.
Bakhtiar: Do you think agriculture is slow in adopting new technology?
Daniel Schultz: Farmers adopt technology quickly if it provides real value. The issue isn’t their willingness to adopt but rather the quality of the technology being offered. For example, hybrid corn seed in the 1930s was widely adopted within a decade because it brought clear benefits.
Today’s challenge is that many AgTech solutions are overcomplicated or built without understanding farmers’ real needs. Instead of creating practical, easy-to-use solutions, companies often build clunky, outdated software. Farmers aren’t rejecting technology, they’re rejecting bad technology.
His point was clear: Technology adoption isn’t about resistance; it’s about relevance.
Bakhtiar: What areas in AgTech are showing the most potential for future growth?
Daniel Schultz: Fintech in agriculture is making the most progress because it has a clear business case. Farmers need better financial management tools, and fintech solutions provide tangible benefits.
Other areas such as farm management software, IoT, automation, and robotics hold potential, but many companies still struggle to define their competitive advantage. Too often, AgTech businesses focus on competition rather than customer needs, leading to weak adoption.
“Fintech stands out because it provides a clear justification for why it should exist. It aligns perfectly with business objectives, farmers need better financial management tools.”
The challenge for other AgTech companies, according to him, is proving real ROI, rather than just pitching “smart solutions” without a clear value proposition.
Bakhtiar: What are the biggest trends you see in agriculture today?
Daniel Schultz: There are several converging trends in AgTech. Historically, agriculture has lagged in technology adoption, but we are now seeing a shift. The biggest economic forces shaping the industry today are mass connectivity and mass computation. This transition has transformed industries like transportation (Uber) and social media (Facebook), and now it’s agriculture’s turn.
One key challenge is that early AgTech solutions weren’t built with the farmer in mind. First-generation technologies often failed because they underestimated the intelligence of their users. The companies succeeding today prioritize customer-centric innovation rather than simply “shoving technology down farmers’ throats.”
“Your only competition should be the customer’s status quo. If you can’t convince them that your technology is better than what they’re already doing, then you’ve already lost.”
Bakhtiar: AI is a big word in tech. How do you see its role in agriculture?
Daniel Schultz: These days everything and everyone whether they don’t have artificial intelligence
AI has a role in agriculture, but most companies aren’t using it meaningfully. Instead, many are just riding the trend, integrating AI in superficial ways without real impact.
“AI is everywhere, but not every AgTech company needs to be an AI company.” ~ Daniel Schultz
For AI to be valuable in agriculture, it must simplify decision-making, automate complex tasks, or generate predictive insights that truly help farmers.
Final Takeaways: What AgTech Needs to Get Right?
As we wrapped up our discussion, Daniel’s deep understanding of the industry left us with a strong message:
“The best AgTech companies aren’t trying to be the next big thing. They’re obsessed with serving their customers better than anyone else. That’s the only thing that matters.”
Our conversation with him was a reality check for anyone in the AgTech industry. As agriculture continues to evolve, the winners will be the companies that put the farmer first, not the trend.
What’s Next?
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