The potential for innovation in agriculture is immense. However, in my opinion, a technology cannot be classified as a true innovation until customers adopt it. So how do we successfully translate new technologies to the end users who will ultimately benefit from them? Here’s what we’re doing at Michelman.
One of the most crucial aspects of our process is building confidence with our customer base. Agriculture relies on trust and understanding. We need to listen to our customers, grasp their specific needs and pain points, and develop solutions backed by rigorous testing. Roadblocks are inevitable along the way, but true innovation emerges when we work through these challenges to develop something unique that meets customer requirements.
To provide optimal solutions for microplastic-free polymers, we have invested heavily in our research and development capabilities. By expanding our R&D lab, we can now conduct the same rigorous testing that our customers use, allowing them to directly compare their current solutions with our new technology. This level of testing enables Michelman to share performance data transparently, building customer confidence.
Once we’ve established that foundation, the next step is scaling up. Transitioning from small lab results to larger, real-world trials with our customers is key. While lab conditions are valuable, they don’t always replicate the complexities of the field. Over the last six to eight months, we’ve moved towards larger-scale trials that incorporate varying climate conditions and other real-world challenges.
A common perception in the industry is that environmentally friendly solutions come with trade-offs in performance. Our approach challenges this assumption by demonstrating that we can provide sustainable solutions without compromising performance or significantly increasing costs.
Surprises are inevitable in this industry, especially when scaling up to large equipment or navigating diverse and ever-changing growing conditions. Our technical staff works hand-in-hand with customers to quickly troubleshoot issues and implement solutions. This collaborative approach is vital—it underscores the importance of relationships and dialogue in fostering innovation and adaptability.
Ultimately, our mission is to help customers confidently navigate the complexities of the agricultural landscape with innovative, reliable seed coating technologies. By understanding their unique challenges and working collaboratively, we’re confident we can facilitate a more sustainable future for the industry.
