How Real-Time Data and AI Are Reshaping Farming Decisions Worldwide

06/27/2025 |

Starting her career with a deep-rooted connection to farming in Pennsylvania, Harriet has always felt a strong connection to the land and its role in the food system. Growing up on farmland, Harriet developed a passion for helping farmers, focusing on creating a healthy environment and promoting sustainable farming practices.
She has always been driven by a desire to tackle the global challenges facing the agriculture industry, particularly around climate change, investment challenges, and the issues farmers face in a rapidly changing world.

After years working in food systems and education, she found her way to Soil Information, where she became the company’s first non-scientific employee. Joining the organization at its inception, she saw a unique opportunity to be part of the solution to the growing challenges faced by farmers globally.

AgriERP: What specific benefits does this offer to farmers in terms of improving their decision-making and sustainability practices?

Harriette Brainard:
The way we understand soil health is with its innovative use of electrochemical technology. The uses low-moisture sensor technology, originally developed for medical purposes to soil analysis, allowing for precise readings even in dry soil conditions. This breakthrough has resulted in technology that can measure everything from nitrogen cycles to organic and inorganic carbon levels, water retention capacity, and more, all in real time.

With the ability to measure soil health continuously, farmers no longer have to rely on outdated core soil samples that may not reflect the true condition of the soil. She explains that understanding the real-time fluctuations in soil health, such as changes in carbon levels, helps farmers make informed decisions about fertilization, crop rotation, and resource allocation, all of which contribute to improved yield and sustainability.

AgriERP: How is real-time soil data helping farmers in resource-limited regions reduce costs and improve management?

Harriette Brainard:
She emphasizes how real-time soil data is transformative, especially in regions where access to traditional soil labs is limited. In Latin America and parts of Africa, farmers often struggle with a lack of resources to assess soil health accurately. By offering a scalable and affordable probe, Soil Information aims to bridge this gap and enable farmers in these regions to access the same level of information available to those in the U.S. and Europe.

In addition to providing valuable insights into soil health, the technology helps farmers reduce the amount of money spent on inputs. For example, knowing the precise nitrogen levels in their soil allows farmers to adjust their fertilizer use, which can have a significant impact on both their budget and their environmental footprint. By utilizing this technology, farmers can also adapt to the varying conditions of their fields, which is essential in an era of unpredictable weather patterns and climate change.

AgriERP: How can integrating real-time soil data into a blockchain system help farmers secure investment and government support?

Harriette Brainard:
One of the biggest challenges in agriculture today is the lack of transparency in data. As farmers collect more and more data, they struggle with how to use it effectively to secure investment or government support. Harriet sees blockchain as a potential solution. By integrating real-time soil data into a blockchain system, farmers can provide transparent, immutable proof of their soil health practices. This could help unlock funding from investors and philanthropic organizations, as well as open the door for government subsidies that reward sustainable farming practices.

AgriERP: How do you see AI helping farmers improve management, especially in regions with limited data?

Harriette Brainard:
She sees artificial intelligence (AI) as playing a crucial role in improving soil health management. As data becomes more abundant, AI can help farmers make sense of complex variables and predict future outcomes. By using AI to analyze historical data, farmers can improve their long-term soil management practices and make better decisions for the future.

She also points out that AI can help bridge the gap for farmers in regions with less historical data available, such as parts of South America and Africa. AI can help fill in the gaps by analyzing patterns and providing predictions based on limited data, ensuring that farmers in these regions aren’t left behind as global agricultural technology advances.

AgriERP: What role do regenerative practices play in improving and increasing profitability for farmers?

Harriette Brainard:
Growing interest in regenerative agriculture, which focuses on restoring soil health and biodiversity. She thinks that farmers who adopt regenerative practices will see a positive return on investment (ROI) in the long term, not only through improved yields but also by contributing to the fight against climate change. Furthermore, she highlights how various government and philanthropic programs are helping farmers, particularly in developing countries, adopt these practices by providing financial support and resources.

Final Takeaways: What Farmers Need to Get Right

As our conversation wrapped up, Her insights left us with a strong understanding of where the agricultural industry is headed:

Real-time soil data and advanced technologies are changing the game for farmers.

By using data to make informed decisions, farmers can increase their efficiency, sustainability, and profitability, while also contributing to the broader fight against climate change. As technology becomes more accessible, farmers in every corner of the world will be able to harness these tools to improve their practices and ensure a more sustainable future.

What’s Next?

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Climate Challenge in Agri Value Chains with Alfredo Nuno

06/24/2025 |

Alfredo began in Mexico, and over the years, he has worked across Latin America, Africa, and Europe. His expertise is grounded in the practical realities of farming, particularly in high-altitude regions, and he has developed a comprehensive understanding of how products move from farms to consumers. With a deep commitment to sustainability and rural development, He has been a key player in bridging farmers and global markets.

AgriERP: How Is Climate Change Reshaping the Agricultural Landscape?

Alfredo Nuno: One of the most urgent themes in our conversation was climate change. He highlighted how global warming is altering growing conditions, especially for crops that require specific microclimates. He explained that as temperatures rise, formerly viable growing zones become unproductive, threatening both livelihoods and supply stability.

Regions at lower altitudes are becoming unsuitable for production. For smallholders, that’s not just a technical issue, it’s an existential one.

In areas such as the coffee belt, farmers are being forced to move production higher up the mountains. But even that option has natural limits, with forests, geography, and environmental regulations restricting expansion.

AgriERP: What Opportunities Through Innovation and Productivity

Alfredo Nuno: He identified opportunities in climate-resilient agriculture, smarter land use, and responsible sourcing models. He also highlighted the role of consumer behavior in supporting sustainable practices:

Consumers have power. When they choose responsibly sourced products, they influence the entire chain.

Creating economic incentives across the supply chain and ensuring farmers are fairly compensated for sustainable practices is critical.

He pointed out that low productivity is a root cause of many of the economic challenges smallholders face. He stressed that improving yield per hectare through better agronomic practices, improved varieties, and access to technical knowledge can dramatically enhance farm viability and resilience.

It’s not just about price, it’s about producing more and producing better.

Improved productivity, when paired with strong value chains, allows farmers to access higher-quality markets and secure better returns.

AgriERP: How Can Technology Like ERP Systems Empower Farmers?

Alfredo Nuno: In discussing the role of digital tools, Alfredo praised systems like AgriERP for their ability to bring real-time decision-making to the field. From tracking fertilizer use to labor management, ERP platforms can drastically improve operational efficiency on farms.

Technology should empower, not overwhelm. When it’s relevant and easy to use, farmers adopt it quickly.

He stressed the importance of making digital tools accessible and adaptable to local contexts, even for users with basic mobile phones.

Building Trust and Long-Term Impact

He emphasized the importance of long-term relationships in development work and value chain partnerships. Many agricultural interventions take years to show results, so continuity and trust are essential.

He also touched on the growing need for traceability and transparency, not just for regulatory compliance, but to ensure that the benefits of sustainable practices reach those who implement them on the ground.

These models work. But they need commitment from producers, businesses, and consumers alike.

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Government policies that support climate-smart agriculture with Samuel Bamidele

06/02/2025 |

Samuel Bamidele has given a unique perspective on improve soil health. and sustainable agriculture. With a background in soil science and experience working in both academia and the agriculture industry, Samuel Bamidele shares his thoughts on the challenges facing farmers today and the future of farming.

He began his career working in soil stabilization in the construction industry. Later, he pursued a master’s degree at the University of Delaware, focusing on smart irrigation solutions and rice residue management. His work often intersects with climate-smart agriculture and smart agriculture farming, aligning innovative solutions with environmental responsibility

AgriERP: From your experience, what are the biggest soil health challenges globally and in the U.S.?

Samuel Bamidele: Soil is increasingly seen as a living ecosystem, not just a medium for growing crops. The rise of regenerative agriculture shows promise, with practices like no-till and cover cropping gaining traction. However, many farmers still focus primarily on short-term profits rather than long-term soil health management such as carbon content or soil structure. There’s a critical need for greater awareness and education, along with stronger public-private partnerships to support climate-smart agriculture.

AgriERP: How do extreme weather and conventional farming impact soil quality and food production?

Samuel Bamidele: Over-application of inorganic fertilizers and monoculture contribute to regenerative agriculture soil health, water pollution, and greenhouse gas emissions. This harms aquatic ecosystems and accelerates climate change. Soil degradation reduces arable land, threatening global food security. Restoring soil health takes time, Adopting smart agriculture solutions during this transition can help mitigate food insecurity and boost soil health improvement.

AgriERP: How does regenerative agriculture compare to traditional farming in terms of yield and sustainability?

Samuel Bamidele: Regenerative agriculture prioritizes protecting and improving soil health through organic matter addition, minimal tillage, and crop diversity. It’s a long-term strategy that maintains productivity while sustaining the soil. Traditional farming often relies on heavy tillage and monoculture, which can degrade soil and reduce its productivity over time. Regenerative practices lead to healthier soils and more resilient farming systems. Smart farm management plays a key role in optimizing these regenerative methods at scale..

AgriERP: How is technology influencing soil health management and precision agriculture?

Samuel Bamidele: Technology is crucial, but it must be accessible and easy to use for farmers. Tools like digital soil maps, sensors, and AI-driven nutrient plans are improving real-time decision-making. However, many farmers in rural areas prefer traditional methods, so education and support are essential to encourage adoption Implementing smart irrigation. The future of agriculture involves potential for smart irrigation systems with local knowledge to manage soil as a living ecosystem.

AgriERP: What role does artificial intelligence (AI) play in agriculture and soil health?

Samuel Bamidele: AI is a powerful tool that provides timely insights and helps farmers and scientists work smarter, not harder. It can analyze data to predict soil health monitoring and optimize inputs. However, AI should complement human expertise, not replace it. When used thoughtfully, AI accelerates progress in sustainable agriculture.

AgriERP: How important are government policies for sustainable agriculture globally?

Samuel Bamidele: Policies vary by region, but strong government support for climate-smart agriculture is essential everywhere. Incentives for soil conservation, carbon management, and sustainable practices help farmers transition to better methods. A sustainable environment benefits both people and governments, making such policies vital for long-term food security.

Challenges Ahead for Climate-Smart Agriculture: What to Expect in 2025 and Beyond

  • Continued soil degradation outpacing restoration
  • Climate unpredictability is making farming planning difficult
  • Limited access to localized technical knowledge and capital for regenerative practices
  • Land-use conflicts, especially around solar infrastructure, impacting soil productivity

He emphasizes the importance of collaboration among farmers, researchers, governments, and industry to tackle these complex issues.

Adaptation and Learning

Samuel Bamidele’s international experience has taught him to navigate diverse cultures, policies, and farming practices. He stresses the value of flexibility and communication, ensuring his knowledge bridges gaps between communities and technical experts. 

This is where AI-powered smart irrigation systems can make a significant difference in improving smart water management in agriculture.

We’d love to hear your thoughts on importance of soil health in agriculture and regenerative farming! Share your comments and follow us for more expert conversations.

AgTalks by AgriERP: Practical Soil Management with Lizzie Sagoo

05/27/2025 |

Lizzie Sagoo is a soil scientist with over 20 years of experience working at ADAS, a leading UK-based research and consultancy firm specializing in agriculture and the environment. Throughout her career, Lizzie has focused on soil quality, crop nutrition, and sustainable resource management, critical areas as the world grapples with challenges in food production and environmental stewardship.

Her work encompasses understanding the complex interplay between soil organic matter, nutrient cycling, and innovative farming practices. She brings a wealth of knowledge on how modern technology and data can empower farmers to manage their land more efficiently while protecting vital soil resources.

AgriERP: With your extensive experience, what do you see as the most pressing global challenges in soil health and nutrient management today?

Lizzie Sagoo: Globally, soil health is gaining attention, especially the damage caused by intensive agriculture over the last century. Soil isn’t just dirt, it’s a living ecosystem vital for food production, water filtration, and carbon storage. The three biggest challenges I’d highlight are:

  1. Loss of organic matter: Intensive cultivation breaks down soil organic matter, which is crucial for soil structure, water retention, and nutrient cycling.
  2. Soil erosion: Losing soil to wind or water erosion reduces fertility and resilience.
  3. Soil compaction: Heavy machinery can compact soil, squeezing out air and increasing erosion risk.

While these issues are global, regional differences exist. For example, the UK’s relatively gentle climate has masked some damage longer than in drier or more intensive areas like parts of the US, where events like the Dust Bowl highlighted erosion’s devastating effects decades ago.

AgriERP: How does climate change factor into these soil health challenges?

Lizzie Sagoo: Absolutely, climate change impacts soils in multiple ways. On one hand, soils contribute to climate change by releasing carbon through degradation. On the other hand, they offer a major opportunity to sequester carbon and mitigate climate change by building organic matter.

From a farming perspective, climate change is driving more extreme weather, droughts, and intense rainfall, both of which stress soils and crops. Healthy soils with good organic matter act like sponges, retaining moisture during dry spells and absorbing heavy rains to reduce flooding. So, maintaining soil resilience is crucial as climate variability increases.

AgriERP: You mentioned organic material recycling as a key part of sustainable soil management. What advances have you observed, and what barriers remain to wider adoption?

Lizzie Sagoo: Organic materials like livestock manure, compost, digestate, and biosolids are valuable resources, providing organic matter and essential nutrients. The shift has been from viewing these materials as “waste” to recognizing their nutrient and soil health value.

A big push recently came from fertilizer price spikes, which made farmers more aware of how manure can substitute for mineral fertilizers, particularly phosphorus and potassium. Farmers are increasingly managing manure like fertilizermeasuring nutrient content, applying it strategically, and adjusting their fertilizer inputs accordingly.

However, challenges remain. Nitrogen losses through ammonia volatilization and leaching require careful timing and application. Also, while progress has been made, many farmers still don’t reduce synthetic fertilizer use as much as they could when applying manure. Continued education and technology are key to overcoming these hurdles.

AgriERP: What tools or innovations have you seen help in analyzing soil and crop data? How can farmers turn complex data into actionable insights?

Lizzie Sagoo: There’s a growing range of technologies. One widely used method is Electrical Conductivity (EC) scanning, which maps soil texture variability and helps target soil sampling and management zones. This supports variable rate fertilizer applications, improving efficiency.

Other emerging tools include Near-Infrared Spectroscopy (NIRS) for rapid soil analysis and in-field volatile sensors, though these need further development.

For crop monitoring, spectral sensors measuring vegetation indices like NDVI via satellites, drones, or handheld devices are increasingly common. These help assess crop biomass and nitrogen status, enabling variable rate nitrogen applications and even yield forecasting, critical for crops with narrow harvest windows.

Interpreting spatial data remains a challenge for many farmers. Often, consultants or service providers translate raw data into actionable fertilizer prescriptions or crop management plans, which farmers can then implement using precision equipment.

AgriERP: Any final advice for farmers and ag-tech enthusiasts looking to data and technology for better farm outcomes?

Lizzie Sagoo: It’s an exciting time in agriculture with rapid advancements in technology and understanding. My advice is to keep an open mind and be willing to try new approaches on your farm. Above all, remember that soil is the foundation of your farming system, protect and nurture it.

Good soil health builds resilience to weather extremes, improves nutrient use efficiency, and supports sustainable intensification. Combining traditional knowledge with modern data and technology will help farmers produce more sustainably and profitably.

Final Takeaway:

Lizzie’s deep expertise and passion for soil health underscore the critical role soil plays in sustainable agriculture’s future. As technology evolves, blending scientific insight with practical application will empower farmers to meet global food demands while protecting the environment.

Agtalks: State of Agriculture & Digital Trends in 2025

05/21/2025 |

Starting her career as an ag journalist and broadcaster, Delaney brings a uniquely holistic perspective to today’s agricultural challenges. Raised on a diversified row-crop and livestock farm in southeast Iowa, she spent years covering commodity markets, international trade policy, and emerging ag technologies.

Four and a half years ago, she founded a digital marketing agency serving small- to mid-sized agriculture companies mostly in crop protection, seed, fertilizer, traits, and risk management, helping them tell authentic stories that resonate with farmers and ranchers.

AgriERP: How important is technology adoption in the ag space, and how has it evolved this year?

Delaney: Adoption breaks into two age segments: farmers 50+ tend to be more cautious, testing new tools like precision-ag systems or biologicals in small trials to ensure clear ROI, while the sub-50 crowd is eager to experiment, though still pragmatic. 

The bigger shift is generational turnover: with the average U.S. farmer nearing 60, USDA data suggests 70 percent of family farms will transition in the next 10–15 years. That incoming generation is more tech-savvy, so we’ll see innovation accelerate, but we must also capture the tacit knowledge of retiring farmers, or risk losing vital expertise.

AgriERP: Buzzwords like AI, machine learning, and precision agriculture are everywhere. What’s the real impact versus the hype?

Delaney: It can feel like the Wild West right now. Sure, we’ve used basic AI for years, Siri on your phone or email auto-complete, but farm decisions demand tools that are intuitive and tied directly to profitability or efficiency gains. Right now, many AgTech solutions overpromise and underdeliver, creating skepticism. 

True success comes from embedding AI in ways that simplify decision-making, automating complex analyses, generating predictive insights, or flagging issues early so farmers can work smarter, not harder, without feeling like robots are taking over.

AgriERP: In recent weeks, international tariffs have been a hot topic. How are they shaping farm economics?

Delaney: The pace and scope have been jarring tariffs on over 185 countries, many now paused, but the shock remains. Input costs for fertilizers and traits are already elevated, while commodity prices are in a down cycle. 

Export duties make U.S. goods less competitive against Brazil or Argentina. Short-term, marketers are tightening budgets; long-term, there’s an opportunity to bolster domestic demand for soy, corn, beef, and dairy. Storytelling needs to balance realism, acknowledging volatility with optimism by highlighting “Made in USA” quality and new trade negotiations with Japan, Italy, and Vietnam.

AgriERP: What’s your take on climate change awareness in U.S. agriculture, and how does it intersect with technology and marketing?

Delaney: Globally, many farmers embrace cover crops, no-till, and methane-reducing livestock practices as both environmental and economic imperatives. In the U.S., “climate change” still raises eyebrows, even though stewardship is second nature to most growers. 

The bright spot for AgTech is providing measurable tools: carbon-sequestration tracking, precision input management, and real-time soil-health monitoring. When sustainability tech is profitable and data-driven, adoption will follow across all mindsets.

AgriERP: Finally, which AgTech segments hold the greatest potential for future growth?

Delaney: Labor-saving technologies top the list. With ongoing workforce shortages and an aging farmer population, solutions robotics, autonomous machinery, advanced sensors, and decision-support platforms that remove dangerous or menial tasks while elevating the remaining workforce will see rapid adoption. 

The winners will demonstrate clear ROI, reduced field hours per acre, improved safety metrics, or more consistent yields rather than chasing buzz.

What’s Next?

How are you piloting AI, precision tools, or sustainability tech on your farm? Comment below to share your experiences

AgTalks: Labor management in agriculture with Mikayla Mooney

05/21/2025 |

Starting her journey from family farms in Iowa, Mikayla’s roots in agriculture run deep. She channeled her passion into launching a food-tech startup while studying at Iowa State University, creating solar-powered dehydration solutions for smallholder farmers, a mission that took her to Eastern Africa, deeply immersing her in global farming challenges.

When COVID reshaped the world, it also reshaped her career. She transitioned into venture capital, initially with a generalist fund, but eventually returned to agriculture this time leading investment initiatives at Ag Startup Engine.

Today, Mikayla is empowering promising AgTech startups by providing early-stage funding, strategic guidance, and industry connections.

AgriERP: Which challenges are AgTech startups mainly addressing today?

Mikayla: Agricultural Labor Management is a critical issue right now, and many startups are creating innovative solutions to tackle this challenge. The problem goes beyond a mere shortage of workers; it’s about optimizing and automating operations to use effective labor management. Technologies like small-scale robotics and software solutions are increasingly important as farmers grapple with limited availability and rising labor cost.

AgriERP: Apart from labor, what other key areas are startups innovating?

Mikayla: We’re seeing exciting innovations in crop optimization particularly with biological inputs, microbiome research, and advanced plant genetics aimed at boosting yields sustainably. Livestock and animal health sectors are also critical areas of innovation, especially around biosecurity and disease prevention.

Mikayla pointed out that sometimes the most impactful AgTech innovations address needs farmers haven’t fully realized yet, highlighting the importance of proactive, rather than reactive, innovation.

AgriERP: What’s the biggest challenge for AgTech startups reaching farmers?

Mikayla: The greatest barrier for AgTech startups is demonstrating clear, practical value. Farmers need proof that technology genuinely improves their operations. Startups that succeed invest significant effort into building relationships directly with farmers, learning, testing, and iterating based on real-world feedback.

AgriERP: How significant is AI’s role in agriculture right now?

Mikayla: AI has potential, but the agricultural sector relies heavily on relationships. Farmers want trusted interactions. AI’s real value in AgTech today lies in reducing startup overhead, streamlining processes, and helping innovators bring effective solutions to market faster and more affordably, not replacing personal interactions entirely.

AgriERP: Why is ERP adoption challenging in agriculture?

Mikayla: ERP systems face challenges due to the fragmented nature of agriculture. Farming practices vary widely, making it difficult for a single ERP solution to effectively serve everyone, from Midwest row-crop farmers to specialty producers in California. Systems that succeed are flexible and highly customizable.

AgriERP: How essential is data-driven decision-making in agriculture today?

Mikayla: Leveraging data is essential. Without reliable data, solutions risk being disconnected from farmers’ real-world needs. Data enables AgTech startups to refine their products continuously, ensuring that they genuinely solve problems and create measurable value.

Final Thoughts:

Our conversation with Mikayla offered valuable insights, reinforcing the importance of farmer-centric innovation and pragmatic technology adoption. In her view, today’s agricultural landscape presents unparalleled opportunities, especially amid evolving challenges like labor shortages, Farm Labor Management and efficiency gaps.

What’s Next?

We’d love to hear your insights and experiences! Let us know your thoughts in the comments below.

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AgTalks by AgriERP: Smart Irrigation and AI for Sustainable Farming with Floyid Nicola

05/19/2025 |

From the small farming fields of Haiti to leading advanced smart irrigation system for farming research in the U.S., Floyd Nicola’s journey is a powerful example of how science and community can come together to build a more sustainable agricultural future.

Now serving as an Assistant Professor of Agricultural Water Management at Oregon State University, Floyd combines deep technical knowledge with a grassroots understanding of farming. His work focuses on Smart Irrigation in Agriculture, water-use efficiency, and decision-support tools that help both farmers and policymakers make smarter choices.

Through his research, outreach, and field-level engagement, he is reshaping how water is managed in agriculture one model, one farmer, and one data point at a time.

AgriERP: How did your journey in agriculture begin, and what do you focus on today?

Floyd Nicola: He grew up in a rural farming area in Haiti, where agriculture looked very different from what you see in the U.S. It was hands-on, small-scale, and driven by necessity. That early experience shaped my understanding of farming and eventually led me to agricultural engineering.

After earning his bachelor’s in Haiti, He worked with NGOs and the Ministry of Agriculture as a GIS and site engineer. Then he moved to the U.S., where he earned a master’s degree in Agricultural and Biological Engineering in Florida. There, he focused on modeling the impacts of climate change on rice yields in Haiti and identifying possible adaptation strategies.

He later completed his PhD at UC Davis, where he worked on combined field experiments and modeling to study irrigation efficiency, nitrate leaching, and groundwater sustainability. The goal was to build tools that didn’t just exist in research papers but that growers could use.

AgriERP: What role do AI and emerging tech play in irrigation today?

Floyd Nicola: Agriculture consumes about 70% of global freshwater. If we’re serious about sustainability, we must be smart about using Smart Irrigation with AI. That’s where technology comes in.

We’re now using soil moisture sensors, remote sensing, and even large language models (LLMs) to make smart water management in agriculture more precise. For example, an LLM can help a grower plan irrigation by analyzing field size, soil type, location, and historical evapotranspiration data.

In California, we ran a project where weekly data from leaf area sensors and soil moisture readings were fed into a crop model. It predicted how much water to apply, and we managed to reduce water use by 30% while maintaining the same crop yield.

AI is not just a buzzword. When used right, it helps farmers grow more with less.

Environmental Impact and Climate Pressures

With population growth and climate volatility, fresh water is under increasing pressure. Floyd points out that poor water practices and unregulated groundwater pumping have already caused serious issues in places like the Central Valley and Kansas.

Regulations like California’s Sustainable Groundwater Management Act (SGMA) are pushing farmers to adopt better practices. That’s where Floyd’s tools and research come in, helping them adapt while still running viable businesses.

AgriERP: What’s the biggest challenge in getting farmers to adopt these tools?

Floyd Nicola: Adoption isn’t the issue; accessibility is. Farmers want tools that work and are easy to use. The key is outreach and co-creation.

We need to organize workshops, simplify access to resources, and most importantly, work directly with farmers to understand their needs. When they help shape the tools, they’re more likely to use them.

We also need to offer incentives. Sometimes it’s not about resistance, it’s about making the risk of change worth it. Incentives help reduce that risk.

AgriERP: Looking toward 2025, what trends are you most concerned or excited about?

Floyd Nicola: There are a few key challenges:

  • Climate change is shifting all the parameters. Less snowpack, less rain, and less water allocation for farmers.
  • Industrial water demand is rising, especially with data centers and energy production, which compete for the same resources.
  • Regulatory pressure is increasing, and some farmers, especially small ones, are struggling to stay in business.

But there’s hope. Tools like agrivoltaics solar panels on farms not only generate electricity but also protect soil health. We’re also working with interdisciplinary teams of engineers, anthropologists, and hydrologists to bring holistic solutions to water management.

The future will require precision, collaboration, and a global perspective.

AgTalks by AgriERP: Innovation in Agriculture with Clayton Lind

04/18/2025 |

Starting off his journey on the West Coast, Clayton Lind didn’t grow up on a farm but his path into agriculture innovation technology  was anything but conventional. After relocating to Iowa in 2020 during the pandemic, he began working directly in the fields, gaining firsthand experience of how essential the food system is to everyday life.

With a growing passion for storytelling and business, Clayton launched Atlas Media Group. A digital marketing agency dedicated solely to agriculture. From social media and video production to influencer campaigns, Atlas Media helps ag brands better connect with the next generation and modernize their message.

Today, Clayton leverages his unique blend of field experience and marketing expertise to bridge the gap between traditional ag and innovative communication. As the Founder and CEO of Atlas Media Group, he focuses on elevating the industry’s voice through creative, forward-thinking strategies.

With his deep understanding of both innovation for sustainable agriculture and digital marketing, he shared grounded, experience-driven insights on AgTech, the evolution of ag marketing, and what it will take to truly move the industry forward.

AgriERP: What inspired you to start Atlas Media Group?

Clayton Lind: I used to farm. Moving to Iowa flipped my world. I realized how critical digital innovation in agriculture is and how bad the industry has been at marketing itself. If I wanted to stay in the industry long term, I knew I couldn’t just work as a farmhand. I had to do something more.

So I started Atlas Media Group. We work exclusively with ag companies. no exceptions. We do social, video, and influencer marketing. all geared toward younger generations in importance of innovation in agriculture. The whole purpose is to share Ag’s story and build a team that’s passionate about doing it right.

AgriERP: What were the biggest challenges breaking into the ag space?

Clayton Lind: It’s hard to get into ag because there’s so much to learn. the terminology, the complexity. You can’t just walk in and get it all. You’re not going to build a rocket on day one. Farming is very much the same way. Even now, I feel like I know less every day because I keep discovering how much more there is.

But the biggest hurdle? Trust. This is a legacy-driven industry. You’ve got companies that have existed for generations. If you’re new, you need to show you’re in it for the long haul not just chasing a quick win.

AgriERP: What are the biggest challenges AgTech companies face going to market?

Clayton Lind: The challenge is that Ag is not one big group. It’s thousands of niche groups with unique needs. AgTech companies try to build something big and broad but that doesn’t work. To succeed, you have to narrow in, serve a specific group, and grow from there.

A lot of companies spend their budget marketing to everyone when they should’ve focused on a small group of power users first. If you don’t survive long enough to reach scale, none of it matters.

AgriERP: What trends or shifts are you seeing for 2025?

Clayton Lind: The biggest challenge? Talent. We’re running out of young people who want to work in this industry. Unless ag companies get more competitive with pay or benefits, they’ll struggle to attract the next generation.

We’re also in a market downturn, so hiring is already slow. That makes this year a tough one and it’s pushing even more people away from the industry.

AgriERP: Talk about AgTech adoption. Is the industry moving forward?

Clayton Lind: There’s progress, but AgTech is still expensive and too complex for wide adoption. Farmers aren’t against tech they just don’t want to gamble on something that might not be around in two years. If you’re going to ask a farmer to spend $10,000 on software, you better prove it’s worth every penny and that you’ll still be around next season.

Right now, there’s no “iPhone of AgTech.” Ag is too complicated for a one-size-fits-all solution. It’s going to take time. and better focus for these products to gain real traction.

AgriERP: Where do you see the biggest potential in AgTech?

Clayton Lind: Forget the buzzwords. The biggest opportunity is in data consolidation.

If someone can build a platform that pulls in all the farm data from machinery, financials, and software and makes it simple, that’s going to win. Farmers want to open an app and see everything happening on their farm in real-time. That’s the dream.

AI has potential, but most companies are just riding the trend. The real innovation in agriculture technology lies in making data usable giving farmers real-time, decision-ready insights.

AgriERP: What about marketing? Are ag companies changing their mindset?

Clayton Lind: When times are good, yes there’s high demand. Last year was great for us. We offer something different and focused, and people respond to it.

But when markets dip, marketing budgets are the first to go. A lot of ag companies know they need social media, video, and PR  but they still don’t fully grasp how important it is. There’s progress, but we’re not quite at the stage where marketing is seen as essential yet.

What’s Next?

What stood out most to you from this conversation? Drop your thoughts in the comments. we’d love to hear from you.

AgTalks by AgriERP: Voices of Agriculture with Kirsten Kurtz

04/18/2025 |

Raised on a 200-acre organic farm and trained as a fine artist, Kirsten Kurtz brings a rare fusion of creativity and science to agriculture. Now the Assistant Director at the Cornell Soil Health Lab. The first commercial soil health testing facility. Kirsten is known globally not just for her research, but for her ability to translate soil science into something the world can see and feel.

From developing a method to paint with soil, to winning a UN award for her World Soil Day initiative, she’s redefining what it means to be a scientist in agriculture. We spoke with Kirsten to get her perspective on where the Ag industry is headed, what soil really needs, and how 2025 could be a turning point.

AgriERP: What’s your take on regenerative agriculture, soil health versus traditional farming?

Kirsten Kurtz: Sees regenerative agriculture practices as a valuable approach to improving soil health, though she emphasizes that it’s not a quick fix. Natural soil formation can take hundreds or even thousands of years, so realistic goals are essential. In her master’s research, she studied remnant prairies in Nebraska areas untouched by modern agriculture and found that their soil properties were often twice as healthy as nearby managed farmland. She believes that identifying such benchmarks is key to measuring progress in soil restoration initatives.

AgriERP: How do you differentiate soil restoration techniques from soil improvement?

Kirsten Kurtz: While full soil health restoration to pre-agricultural conditions is unlikely in our lifetimes, soil improvement through sustainable management is achievable. She advocates for soil restoration methods like adding organic matter, minimizing tillage, and keeping soil covered to enhance current soil health rather than trying to reverse centuries of change.

AgriERP: How important is 2025 for sustainability and soil monitoring?

Kirsten Kurtz: This is a crucial time. We’ve already lost a third of arable soil globally. In 2025 and beyond, we must focus on educating the public about soil’s role in food security. Scientific communication is key. We need policies, funding, and public awareness to support farmers and researchers alike.
Over 95% of our food is grown in the soil. If we don’t protect it, we risk everything. — Kirsten Kurtz

AgriERP: Precision Ag was a buzzword last year—how do you see its actual impact?

Kirsten Kurtz:Precision Ag is amazing, but it’s still surface-level in many cases. Probes often only measure carbon or pH. Soil health is about biological, chemical, and physical properties. like microbial activity and aggregate stability. Many tools claim to assess “soil health” but fall short of the holistic picture. There’s a lot of potential, but we’re not there yet.

AgriERP: AI and machine learning, where do they fit into all this?

Kirsten Kurtz:AI can be incredibly useful in identifying relationships in soil data and predictive modeling. But she is also concerned about environmental costs, especially freshwater use in AI infrastructure. If we’re not protecting soil and water, what’s the point of smart tech? AI should serve essential goals, not vanity projects.

AgriERP: What are your key research areas right now?

Kirsten Kurtz:Kirsten and her team are focused on developing soil health analysis methods that are sensitive to management practices, affordable, and fast. They are also working toward building regional and crop-specific benchmarks, allowing farmers to compare their soil data to relevant peer groups. like other corn-soybean farms in the Midwest or Christmas tree farms in New York.

AgriERP: If you could implement one global change for soil health what would it be?

Kirsten Kurtz:Keep soil covered. It sounds simple, but it’s huge. Bare soil is vulnerable to erosion and degradation. Cover cropping, mulching, and even roller crimpers. all help protect the soil. It’s probably the single most effective action we can take right now.

Final Takeaways:

Kirsten’s work is a powerful reminder that soil isn’t just dirt it’s the foundation of life. Whether through science, communication, or creativity, she’s reshaping how we think about agriculture and sustainability.

I consider myself a scientific communicator first. If we can’t explain our research to the public, how can we expect change? – Kirsten Kurtz

Her journey and perspective highlight the importance of collaboration, data-backed action, and public education in protecting the future of food and farming.

What’s Next?

We’d love to hear your thoughts on this inspiring conversation! Let us know in the comments.

AgTalks by AgriERP: Voices of Agriculture with Stella Provelengiou

04/18/2025 |

Stella Provelengiou is the Senior Content Manager at Wikifarmer, an open-access knowledge platform focused on empowering farmers through reliable, multilingual content.
With an academic background in plant sciences and plant breeding, Stella has worked in agricultural knowledge management for over four years, helping bridge the gap between science and hands-on farming.

Working with a global perspective from Greece and beyond, she shared her insights on the key challenges farmers face today, the importance of policy, technology, and education, and the role AI and younger generations will play in transforming agriculture.

AgriERP: What are the biggest challenges facing the agriculture industry in 2025?

Stella: There are many, but climate change is the first and most urgent one. It’s not just a theoretical issue. it’s hitting farmers hard across the globe. Whether it’s droughts, unpredictable weather patterns, or soil degradation, the impact is very real.

Second, she highlights the disconnect between policymakers, researchers, and farmers. There are many sustainable farming systems regenerative agriculture, agroecology, and climate smart farming but there’s still a lack of clarity around what they mean. Even researchers don’t always agree, so imagine how overwhelming this is for a farmer trying to make decisions on the ground.

Lastly, say the disruption of food supply chains. From rising costs of fertilizers to geopolitical tensions, farmers are caught in a complex web of uncertainty, which directly threatens food security and their own financial stability.

AgriERP: Are there solutions to help farmers overcome these challenges?

Stella: The solutions already exist but access is the real barrier. Many effective, sustainable practices have been developed by farmers themselves, often long before modern discussions around sustainability. What’s lacking is the communication and support needed to help farmers implement these solutions.

She referenced her involvement in the Lighthouse Farms Network, a project led by Wageningen University, which highlights real farms around the world implementing innovative, sustainable practices like strip cropping and regenerative systems with measurable success.

The information is out there. What’s missing is support for implementation and access to knowledge.

AgriERP: With so much talk around data and AgTech, what kind of data is most useful for farmers?

Stella: We live in a big data era, but more data isn’t always better. Farmers often struggle not with collecting data. but with understanding and applying it. Simple tools like field sensors that help reduce fertilizer or pesticide inputs can offer immediate, actionable value.

She emphasized the importance of software that translates data into simple actions. Expecting farmers to become data analysts is unrealistic. The real value lies in making insights user-friendly, contextual, and practical.

AgriERP: Why do you think farmers are often slow to adopt technology like ERP or farm management platforms?

Stella: While acknowledging that adoption is increasing, She pointed out that complexity, cost, and lack of training remain major barriers. Farmers are required to be experts in so many areas already soil, crops, finance, regulations, and new tech can often feel like just another burden unless it’s intuitive and proven.

Farming is knowledge intensive. If technology adds stress instead of simplifying tasks, it won’t be used.

She recommends a combination of funding, training, and better design to help drive adoption along with making it crystal clear how a tool will improve yields, save time, or reduce costs.

AgriERP: What role will AI play in farming, soon or long term?

Stella: AI is already playing a growing role in agriculture, but Stella sees its greatest potential not as a standalone solution, but as a coordinator. bringing together data from various systems and making it usable and relevant for farmers.

AI tools can simplify interfaces, offer voice-based interactions, and automate decision-making. But she also stressed the importance of data quality reminding that AI should source knowledge from experts, researchers, and farmers, not just rehash content from the internet.

Final Thoughts

Her perspective is rooted in a rare balance of scientific background, practical exposure, and global outreach. Her work at Wikifarmer, offering multilingual, freely accessible knowledge to farmers, highlights a clear mission: empowerment through education.

We don’t necessarily need new solutions. we need to amplify existing ones, simplify access, and build stronger bridges between farmers, technology, and policy.

Technology should make farming easier not more complicated. — Stella Provelengiou.

What’s Next?

We’d love to hear your thoughts on this inspiring conversation! Let us know in the comments.
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