Mark "Ferg" Ferguson is a sheep geneticist who's paying attention to how both consumer demands and emerging technologies are impacting growers. Drawing on his experience with dozens of clients around Australia and New Zealand, Ferg shares:

•insights for agtech companies, like the importance of personas and how to build relationships in a digital world;

•what the future of extension and consulting in livestock looks like;

•the role of cutting edge technologies in the sheep industry; and

•a vision for the future where consumers expectations are met and growers are profitable.

For more from Ferg and resources mentioned, see:

•https://www.nextgenagri.com/

•https://twitter.com/neXtgenAgri and https://twitter.com/Fergenetics

•https://www.nextgenagri.com/articles/farmer-people-that-farm-article-1

•Artificial Intelligence work: https://www.nextgenagri.com/articles/seen-one-seen-them-all

•NZ Merino: https://www.nzmerino.co.nz/