A new survey of agribusiness professionals found that more than 70% spend more than 11 hours a week collecting, collating and analyzing data. It’s a challenge being tackled by Brazilian company, Sensix, and CEO Carlos Ribeiro joins us today to talk data as a huge task on-farm and their role in optimizing decisions for farmers.  Tremendous troves of data exist on the farm and, surprisingly, Carlos says the problems facing farmers in the U.S. are much the same as they are in Brazil. He gets into decision science and stresses the importance of mindset for tech adoption – despite the size of the farm.  So how is Sensix uniquely solving this problem? A tech guy at heart, Carlos says he realized the amount of data needed to adequately manage farms. He tells the Sensix story, consolidating software and creating one interface for the farmer.  In a time of tight farm margins, tech adoption is a tough sell. Carlos dives into their mission for a clear return on investment and putting money in farmers’ pockets in the short and long-term. On his recent visit to Indiana, he marvels at farmers’ data logs, appetite for decisions and looks ahead to what’s next for Sensix.