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 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 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.

Bakhtiar: What inspired you to start Atlas Media Group?

Clayton Lind: I used to farm. Moving to Iowa flipped my world. I realized how critical 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 agriculture. The whole purpose is to share Ag’s story and build a team that’s passionate about doing it right.

Bakhtiar: 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.

Bakhtiar: 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.

Bakhtiar: 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.

Bakhtiar: 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.

Bakhtiar: 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 lies in making data usable giving farmers real-time, decision-ready insights.

Bakhtiar: 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.

Bakhtiar: Tell us a little bit about your background. how did you get into soil science?

Kirsten Kurtz: She began her academic path in fine arts, working in vineyards during her undergraduate years. That experience sparked her curiosity about how soil properties affect crop quality even wine flavor. After joining the Cornell Soil Health Lab in an entry-level position, she spent years gaining hands-on experience collecting and analyzing samples. Over time, her interest grew into a passion. She earned her Master’s degree in Natural Resources, focusing on soil science, and now helps lead the lab’s research, education, and outreach efforts.

Bakhtiar: What’s your take on regenerative agriculture versus traditional farming?

Kirsten Kurtz:Sees regenerative agriculture 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.

Bakhtiar: How do you differentiate soil restoration from soil improvement?

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

Bakhtiar: 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

Bakhtiar: 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.

Bakhtiar: 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.

Bakhtiar: 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.

Bakhtiar: 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.

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

Stella Provelengiou: 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.

Daniyal: 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.

Daniyal: 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.

Daniyal: 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.

Daniyal: 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.

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Agri Industry Leaders Interview With AG Expert

04/15/2025 |

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?

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

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