Agritech companies are under increasing pressure to prove the return on investment (ROI) of their solutions to farmers who are navigating tighter margins, labour shortages and volatile growing conditions. But by refining their approach to product design, pricing, data integration and communication, tech providers can turn this challenge into a golden opportunity.
To drive adoption and build trust, the key lies in aligning innovation with farmers’ real-world needs—starting with personalisation.
Personalised Value Propositions
Agritech companies must move away from one-size-fits-all offerings and develop tailored solutions that reflect the diversity of farming operations by developing products and business models that cater to the specific needs of different farm sizes and types (e.g., specialty vs. row crops). This personalisation helps farmers see how agritech can directly benefit their operations.
Beyond functionality, ROI must be communicated clearly and concretely. Using measurable KPIs to articulate the ROI clearly, ensures that farmers understand how the technology will improve their bottom line.
Simplified Pricing Models
Cost remains a key barrier to uptake. More accessible pricing strategies—particularly those that link costs to usage or outcomes—can make agritech solutions more attractive to farmers.
Implementing pricing models like £/per acre or £/per module, is more of an attractive proposition to farmers as it allows them to reduce upfront costs. Leasing or renting options can also make technologies more accessible.
And flexibility is just as important as affordability: Offering flexible pricing structures that grow with the farmer’s needs, makes it easier for them to scale up their use of agritech solutions.
Integration And Interoperability
In an era of data-driven farming, integration is no longer a nice-to-have—it’s essential. Agritech providers must build systems that can communicate with each other and bring disparate datasets into one view.
Developing platforms that integrate data from various sources (e.g., sensors, satellites) to provide comprehensive insights, helps farmers manage their operations more effectively and see the value of agritech across their entire farm.
Crucially, farmers must be able to track ROI at a granular level, ensuring that farm management software can automatically collect and analyse data from different fields, allowing farmers to track ROI per field accurately.
Enhanced Customer Experience
Technology should be intuitive, not intimidating. Agritech companies must ensure that their tools are designed with farmers in mind, and that support is readily available—whether online or in person.
Success stories also play a vital role in building confidence and relatability: Sharing real success stories and case studies demonstrates how agritech solutions have improved other farmers’ operations, making the benefits more relatable and tangible.
Data Trust And Transparency
Finally, data handling must be transparent and farmer-focused. In a sector where concerns over data ownership and misuse persist, trust is everything.
It’s important to build trust by being transparent about data collection and use. Ensure that only necessary data is collected and that it directly benefits the farmer.
And to close the loop, companies should provide tools that quantify the financial impact of sustainable or tech-driven practices.
Tools like FieldScope help farmers and companies track the financial impact of sustainable practices, linking on-farm decisions to broader business goals.
Making The Case
By focusing on personalisation, flexibility, integration, experience and trust, agritech companies can better demonstrate the value of their innovationsand help farmers see, not just the cost, but the reward.
Ultimately, by focusing on these strategies, agritech companies can more effectively demonstrate the ROI of their products and increase adoption among farmers.
