We have the technology to measure and improve water efficiency on farms, yet adoption remains low- why is this?This episode explores our hypothesis in our recent report: that the problem is not with the technology, but rather with a limited understanding of the nuances of farmer psychology.
We explore how tech developers, both startups and incumbent firms, can design business models that encourage irrigation tech adoption. We also discuss how farmers can make sure they’re getting the information they need to implement irrigation technology that will have a positive impact on the bottom line.
This episode features:

• Inge Bisconer - Managing Member, Surf ‘N Earth Enterprises and Director, Irrigation Association
• Shane Thomas - agronomist and creator of Upstream Ag Insights
• Euan Friday - Director and Chief Investment Officer, Kilter Rural
• Matthew Pryor - co-founder, Tenacious Ventures and partner, Agthentic Group

For more information, check out our free report: The Agtech Adoption Dilemma: Irrigation, made in collaboration with Upstream Ag Insights. You can also visit our website for more resources from the episode.