American company Growmark launches AgValidity, an agricultural technology testing platform.
Growmark is partnering with technology vendors from across the world with its new AgValidity testing program. “With new tech products bombarding the agricultural market every day, AgValidity will focus on research and development to cut through the clutter and bring customers the best combination of personalised solutions,” announces the company.
Identify cutting-edge products
“Growmark and the FS Brand are known as trusted advisors to our customers across North America,” said Lance Ruppert, director of agronomy marketing technology for Growmark. “With our expertise, technology companies are increasingly looking for a partner to help test new products and AgValidity will help identify cutting-edge products and services that can improve our customers’ bottom line.”
Over 20 projects in testing
More than 20 projects are currently in testing including analytical technologies, biologicals, soil health, and artificial intelligence applications. “These range from remote sensing to biologicals to crop nutrition products,” Ruppert told AgPro. “Testing on those products could be 2 to 3 years before we’re comfortable to say this is where the product works, and this is what our farmer members need to do.”
An exception may be digital products, Ruppert told AgPro, because the team is able to continually test the use of the products through a growing season.
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More than 20 projects are currently in testing including analytical technologies, biologicals, soil health, and artificial intelligence applications. - Photo: Peter Roek
In the interview with AgPro Ruppert further stated: “The goal of AgValidity is that we’ll better understand where these products will be successful to give a farmer a better recommendation. In many product categories, we currently use a shotgun approach to these things, and wonder why we get minimal yield increases. Many times it’s because the response varies across a field and from field to field.”
Real-world testing and farmer feedback
“For us, the biggest benefit will be getting an early look at these emerging products. For the startup, we are able to give them real-world testing and farmer feedback,” Ruppert says.
If the products work through the AgValidity pipeline, they could be sold and distributed via the FS network, which totals more than 500 sales agronomists and consultants.