5 Ways Talking to Farmers Can Help a Start-Up

Farmers must be a part of the ag tech discussion. It seems like a simple statement. Yet, engaging farmers in a product’s development is an area that ag tech start-ups have struggled with.

“The importance of including farmers earlier in the development process cannot be understated,” says Jeff Walter, president, chief integration officer, Rhea + Kaiser. 

In his session at the fifth annual AgTech Nexus this past week that took place in Chicago, Walter shared how talking to farmers can help a start-up:

  1. Clearly define the problem you are trying to solve and validate its importance.
  2. Understand how farmers currently approach this problem, where they get their information, and how they talk about it.
  3. Identify potential obstacles in driving adoption.
  4. Enhance product development and design early in the process.
  5. Set and manage adoption expectations.
  6. Ensure your go-to-market strategy aligns with how the industry is structured.

Over many years, Diane Martin and Jeff Walter with Rhea + Kaiser have collected a wealth of knowledge about farmers and how to market products and services to them. They share their insights at Marketing to Farmers

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