What are the barriers to customer acquisition for agribusiness and agri tech companies? In10nt is a company that attempts to answer that question and bridge the gap between company and farmer. They focus on being able to create trials at the farm level to introduce a product and allow farmers to find the best fit for their operations.
Dan Poston is the Director of Agronomy for Pivot Bio. Sean Blomgren is a fourth-generation family farmer from Iowa and is the owner of Blomgren Seed. Both Dan and Sean join us to discuss the complicated process of developing, establishing, and managing an on-farm trial that will demonstrate the potential of a certain product's performance.
“We’re constantly thinking about how you test those products, where you test those products, and how close to the customer you get from a testing perspective…..We really want to have that footprint and that experience on a farmer field before we feel comfortable delivering to the customer.” - Dan Poston
Statistical analysis results in a specific number of trials in a specific size that will be needed to create confident data in regards to the product. Developing the plan is only step one. The logistics of shipping can be a very complicated process. The product needs to arrive at farmers in prime condition and be able to be maintained by them in order to develop the most valuable results. Farmers are then responsible for using the new product in an appropriate manner. A lot of thought is put into a protocol that is most “meaningful” in order to optimize for the most success. Sampling can also create variation in results and is therefore orchestrated. All of these facets have to come together to give the trial the best chance at being successful.
“I promise you there’ve been some great products that have gone through our farm that hasn't tested well because we didn’t build a proper test…. That should be products we’re using today but because we didn’t test them in the right way, we didn’t have the ability to understand what we should or shouldn’t do with them.” - Sean Blomgren
“It’s amazing how when it’s done right, the information is so valuable and how hard it is to get to that” shares Sean. “I think that is the great gap you have to get across with biological products, is just seeing them vetted out over a large enough area” shares Dan. A third party like In10nt allows companies to work with farmers to create the best planned and managed trial to find the best success. In10nts execution gives you the best opportunity for customer acquisition.
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