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On the Farm: Startups Put Data in Farmers’ Hands
On the Farm: Startups Put Data in Farmers’ HandsTech
Farmobile, Granular and others are developing tools that enable crop producers to compile, analyze their own information
Iowa farmer Jason Rouse adjusts the Farmobile data-collection device in his combine. Information gathered in real time allows farmers to monitor operations and fine tune decisions. Photo: SARAH HOFFMAN for The Wall Street Journal
By Jacob Bunge
jacob.bunge@wsj.com
Aug. 31, 2015 2:01 p.m. ET
Farmers and entrepreneurs are starting to compete with agribusiness giants over the newest commodity being harvested on U.S. farms—one measured in bytes, not bushels.
Startups including Farmobile LLC, Granular Inc. and Grower Information Services Cooperative are developing computer systems that will enable farmers to capture data streaming from their tractors and combines, store it in digital silos and market it to agriculture companies or futures traders. Such platforms could allow farmers to reap larger profits from a technology revolution sweeping the U.S. Farm Belt and give them more control over the information generated on their fields.
The efforts in some cases would challenge a wave of data-analysis tools from big agricultural companies such as Monsanto Co. , DuPont Co. , Deere & Co. and Cargill Inc. Those systems harness modern planters, combines and other machinery outfitted with sensors to track planting, spraying and harvesting, then crunch that data to provide farm-management guidance that these firms say can help farmers curb costs and grow larger crops. The companies say farmers own their data, and it won’t be sold to third parties.
Some farmers and entrepreneurs say crop producers can get the most from their data by compiling and analyzing it themselves—for instance, to determine the best time to apply fertilizer to their soil and how much. Then, farmers could profit further by selling data to seed, pesticide and equipment makers seeking a glimpse into how and when farmers use machinery and crop supplies.
Farmobile, Granular and others are developing tools that enable crop producers to compile, analyze their own information
Iowa farmer Jason Rouse adjusts the Farmobile data-collection device in his combine. Information gathered in real time allows farmers to monitor operations and fine tune decisions. Photo: SARAH HOFFMAN for The Wall Street Journal
By Jacob Bunge
jacob.bunge@wsj.com
Aug. 31, 2015 2:01 p.m. ET
Farmers and entrepreneurs are starting to compete with agribusiness giants over the newest commodity being harvested on U.S. farms—one measured in bytes, not bushels.
Startups including Farmobile LLC, Granular Inc. and Grower Information Services Cooperative are developing computer systems that will enable farmers to capture data streaming from their tractors and combines, store it in digital silos and market it to agriculture companies or futures traders. Such platforms could allow farmers to reap larger profits from a technology revolution sweeping the U.S. Farm Belt and give them more control over the information generated on their fields.
The efforts in some cases would challenge a wave of data-analysis tools from big agricultural companies such as Monsanto Co. , DuPont Co. , Deere & Co. and Cargill Inc. Those systems harness modern planters, combines and other machinery outfitted with sensors to track planting, spraying and harvesting, then crunch that data to provide farm-management guidance that these firms say can help farmers curb costs and grow larger crops. The companies say farmers own their data, and it won’t be sold to third parties.
Some farmers and entrepreneurs say crop producers can get the most from their data by compiling and analyzing it themselves—for instance, to determine the best time to apply fertilizer to their soil and how much. Then, farmers could profit further by selling data to seed, pesticide and equipment makers seeking a glimpse into how and when farmers use machinery and crop supplies.
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