b'DAVID DOWNEY 3 Ways to Help Growers EXECUTIVE DIRECTOR EMERITUS ANDPlan for SuccessPROFESSOR EMERITUS,PURDUE UNIVERSITY CENTER FOR FOOD AND AGRICULTURAL BUSINESS IS YOUR FOOTBALLteam in contention for the dave@wddowney.complayoffs or a bowl game? Your farmer custom-agribusiness.purdue.edu ers might be evaluating their crops performance in much the same way. As a seed seller, growers rely on you to identify their needs and help them select the best products based on the environ-Grow Your Data &ments on their farms, similar to the way a coach considers the best players to put on the field.Here are some tips on how to help farmers plan for suc-Management Capabilities cess:Use the best data: Its crucial to find prod-uct performance data that comes from environ-ments similar to what a customer is experiencing. THERES A LOT OFtalk about data in agriculture these days. Its how wereAnalytics and big data are increasingly impor-advancing the business of both farming and agribusiness, but its a broadtant in product selection and, at Syngenta, weve topic that can seem difficult to hone in onespecially when it comes to whatdeveloped several different tools to harness that metrics are beneficial to track and use.information. These tools help in the selection of the Recently, our faculty conducted two research surveys (one farmer surveybest products and also help provide useful infor-and one survey of other levels of the value chain) to gain a better understand- mation on the best placement of these products.ing of how each link in the food chain is collecting data, using it to make deci-Consider sustainability: So often perfor-sions and how it will be used in the future. The farmer surveys main focus wasmance discussions center on yields, but sustain-to learn more about how farm management decisions are made, specifically inability is becoming more important in agriculture the areas of seed, fertilizer and chemicals. We asked 800 U.S. farmers to rateas we try to ensure the long-term viability of our the extent to which they use data to make decisions about seeding rates, nutri- industry. We work with growers, governments and ent management and drainage investments. Thirty percent said data has anon-governmental agencies to improve sustain-large influence on their seeding rate decisions. Fifty-four percent said data hasability in agriculture by developing crops that are a large influence on their nutrient management decisions, and 30% said datamore resource-efficient, protect soil health, ensure has a large impact on their drainage decisions. Additionally, over 70% of farm- worker safety and more.ers using data to make decisions reported a positive yield impact, indicating a Try something different: It can be a challenge high degree of satisfaction with their data-based strategies. to get a grower to try that new hybrid because its Farmers are using data throughout their crop and livestock operations.easiest for them to focus on whats worked really For example, Pat Duncanson manages his crop and hog operation with highwell in the past, but when it comes to pest man-regard for advancing the triple bottom line of economic, social and environ- agement, we know that using the same products mental sustainability. He uses data to make marketing decisions, manage wateror approaches allows those pests to adapt and and soil challenges in his crops and maximize the profitability of hogs goingbecome resistant. We encourage seed retailers to market. Brian Houin manages the largest robotic milking system in Northto work with their growers to show a pest like America under one roof. He uses data to make decisions about each cowscorn rootworm something different every season. productive life by tracking nutrition, health, cow comfort, reproduction, milkProperly using and rotating these technologies can flow and more. delay pest adaptation and lengthen the lifespan of As the survey indicates, farmers are using data to make complex decisions.these important tools, helping growers continue to Thus, basic suppliers of farm inputs and services must understand how dataput the best team on the field.influences farmers decision making. The business of farming demands data use to pursue possible increases in efficiency and productivity to maintain profitability. Data collection isnt just a phase and will soon be the primary basis for most production and marketing decisions. TIM OBRIENSeed industry professionals must shift with digital trends and assist farm- AGRISURE TRAITS MANAGER,ers in using data to produce healthy crops sustainably. Consider attendingGREENLEAF GENETICSthe Managing Talent to Win program for insights on the capabilities your seedsyngenta-us.com/greenleaf-geneticscsoperation needs to prepare for the digital wave of the next generation. Thetim.obrien@syngenta.comprogram is April 21-23, 2020, on Purdues West Lafayette, Ind. campus. Find more information at agribusiness.purdue.edu/MTWSeedWorld.JANUARY 2020SEEDWORLD.COM /37'