Iteris ClearAg Team participated in several industry events in November. We traveled to both US coasts and Europe this month to sharpen our expertise, share our insights and deepen our understanding of issues important to the agriculture industry.
Irrigation Industry Association Conference – Orlando, FL
Early in November, the ClearAg Team attended the 2017 Irrigation Industry Association Conference in Orlando, Florida. In addition to networking events and exhibits, the ClearAg Team attended technical sessions to advance our expertise in irrigation research and practices. The technical sessions focused on a variety of topics including evapotranspiration-based irrigation scheduling tools, yield projection tools utilizing current soil moisture conditions as well as climatological data, and advanced techniques to estimate evapotranspiration using an in-field energy budget balance. One prevalent theme at the show was the need to innovate to ensure our water resources are utilized more efficiently so as to feed an increasing global population. Such a theme was underscored by the keynote address given by the former President of Trader Joe’s and current CEO of Conscious Capitalism, Doug Rauch. Mr. Rauch emphasized the need to create a culture of innovation in the irrigation industry, as opposed to just coming up with a good strategy that may or may not be executed well due to poor culture or misguided values. Overall, it seemed the show’s focus was on pushing irrigation technology to the next stage, while not forgetting the end goal, which is to ensure a sustainable water supply for future generations.
AgGateway Annual Conference – San Diego, CA
AgGateway is a non-profit consortium of businesses serving the agriculture industry, with the mission to promote, enable and expand eBusiness in agriculture, and become the trusted source for enabling eAgriculture.
Iteris is actively involved in a number of important AgGateway Councils, including PAIL (Precision Ag Irrigation Language), Precision Ag Council, Allied Providers Council, and the Crop Protection Council. During this year’s Annual Meeting, presentations and discussions were focused on innovation and eAgriculture from the customer and market’s perspective. This included a Think Like A Startup Workshop, and Customer Journey Mapping, both facilitated by Design Thinker’s Group. These sessions focused on how companies can better understand their customers and develop solutions that meet key customer needs. A featured speaker included Larkin Martin who discussed “A Farmer’s Perspective on Agricultural Data,” offering a grower’s perspective on how the industry needs to bring value to the grower.
In addition, Iteris’ Director of Product Marketing, Eileen Licitra, took on the role of Vice Chair of the AgGateway Allied Provider’s Council, whose overarching goal is to provide the AgGateway membership with a dynamic and holistic group of technology and service providers who will help advance eAgriculture across the value chain.
Agritechnica – Hanover, Germany
This year was our first time exhibiting at Agritechnica in Hanover, Germany. This biannual event is billed as the world’s largest tradeshow for agricultural machinery and technology. Agritechnica attracted over 450,000 attendees and 2,803 exhibitors from around the world. The Iteris ClearAg Team spent seven days meeting with a variety of agricultural companies, discussing how Iteris’ ClearAg Platform contributes to several areas in precision agriculture.
The innovations presented at Agritechnica this year were under the main themes of ‘Green Future’ and ‘Smart Technology’ which also offer the agricultural industry the best basis for sustained intensification of crop production. Iteris matches well to these themes given that our ClearAg Platform weather and soil data is utilized by our customers to make their agricultural products more efficient, driving crop sustainability for farmers and the environment. Iteris’ technology is ‘smarter’ as well, since our adaptive modeling approach enables users to contribute their own field data and crop measurements, which will further improve future analyses for the same location.
Continued progress in these areas will also further increase efficiencies, while at the same time conserve natural resources. Digitization seems to be the primary driver for progress, as evidenced at this year’s Agritechnica event, in almost every aspect of agriculture such as
- farm equipment
- nutrient management
- specialty crops
- data and decision support systems
We’re looking forward to attending more industry events in 2018. You’ll always find our upcoming events in the ClearAg Newsletter, which you can sign up for at clearag.com, and here on www.iteris.com.