Tag Archives: Farm Data

FBN Takes Data in a Different Direction

“Think different.”

Those words helped define a little technology company called Apple Computer.

FBN Take Data in a Different DirectionToday, another technology company called Farmers Business Network (FBN) hopes that same contrarian approach – thinking differently when it comes to farmer’s data – propels them to similar success.

It was FBN’s intent out of the gate to be a disrupter in the competitive and growing field of agriculture based Big Data firms.  At first glance there are three things that are noticeably different about FBN when compared to the current competition in the marketplace.

First difference – they are independent with no direct ties to any of the big name agribusiness giants – many of whom already have their data hook in the water. Arguably the biggest hook currently in the water is a company called Climate.com aka Monsanto. The Achilles heel of someone like a Climate.com is – whether right or wrong – they are not perceived as biased by most producers and their intentions are certainly going to be questioned when you have a multi-billion dollar agricultural conglomerate as the backside benefactor of such customer information.

FBN knows this and their business model is based on the logic that someone within the industry has got to wear the white hat. Why not them?  Farmers respect such independence and are much more willing to share data with a company that is working for them as their primary day job instead of selling seed, tractors or fertilizer.

Second difference – cost. The price of admission is reasonable and attractive. Rather than complicate things with a per acre pricing model or multiple tier pricing – FBN’s initial entry level product was rolled out to the market at a flat-fee of $500. Simple and affordable is always a good marketing strategy and FBN knew that in order to attract farmers in numbers they couldn’t discriminate based on the number of acres a farmer farms.

There is no doubt that as FBN grows in subscribers and capabilities there will be premium services that emerge. Even Henry Ford when he started out only offered one color of car – black! That soon changed and so will what is possible to do with data as both FBN and farmers continue to discover what is possible and what is practical down on the farm.

TFBN Dashboardhird difference – your data is shared anonymously among your peers – aka fellow farmers – and not among biased industry insiders. The peer-to-peer model of sharing data makes much more sense than the highly filtered data that might be published by private seed, fertilizer and iron companies as part of their marketing efforts.

This sharing of unbiased agronomic data is actually nothing new. In reality, a similar model has been around for years and it is called the university Extension system. As part of the original research mission of the land-grant universities, Extension was the vehicle used to deliver the discoveries of such research to the farmer. In some ways what FBN is trying to do is become the modern-day digital equivalent to the original extension system. However, instead of research being bottled up in tiny university test plots now with FBN every farm and every acre becomes its own test plot.

What is the true power of FBN? That remains to be discovered. But it will likely be discovered by farmers who are able to directly glean unbiased, affordable information from people they trust – peers who have actually tilled an acre of land and seen how things work in the real world and not just in some petri dish. Up until now some growers have been reluctant to share their data with others because they didn’t share the same values and goals. FBN has finally given farmers a choice and a voice when it comes to looking at the world of Big Data.

For more information on FBN and how to start learning ways your farm can benefit from the knowledge of fellow farmers contact Steve Cubbage at Prime Meridian at 417-667-4471 or via email at: steve@primemeridiandata.com.  Prime Meridian is also promoting FBN to its customers by including a free one-year FBN subscription for any farmer that signs up for its Precision First data management plans.

 

Mavrx – Crop Imagery Meets Crop Scouting

Crop Imagery Meets Crop ScoutingIn the world of precision agriculture, it seems that the number of crop imagery companies is multiplying faster than rabbits at the local county fair.

There is one company, however, that is looking to be different by putting a high-tech twist on crop imagery by mixing it with crop scouting. The name of this company is called Mavrx and it is taking its hybrid concept to the air in full force for the 2015 growing season.

Using in-season images to aid the actual boots on the ground task of crop scouting is nothing new. However, the way Mavrx does it – and the product that it delivers — is what sets it apart in this increasingly crowded field.

The secret sauce of Mavrx is that it takes the images and identifies the hotspots and trouble spots within a field before they are delivered to you. Mavrx automatically tells you where and how important these areas are before you get there. You know exactly how many acres the problems may be, plus the severity of the problem and the calculated economic impact to date. Think of it as your own John Madden chalkboard for crop scouting.Mavrx Screenshot

Crop scouting has traditionally been a very labor intensive task requiring not only long days but also a high-level skill set. The problem is that no matter how long the days are, there just aren’t enough hours to cover more acres and be effective.  Plus, in the past most of the scout’s time was spent in the field looking for problems instead of solving them.  You might have been within 50 feet of a growing aphid infestation, and you would miss the whole thing. These issues are going to be a bigger problem as farms and fields grow in size, while the number of veteran agronomists is not keeping pace.

Mavrx seeks to leverage such agronomy expertise by providing a product that allows agronomists and producers to monitor more acres more effectively.  This is accomplished by streamlining and refining the delivery of the product to the end-user.  Mavrx knew the first issue with past imagery products is that by the time the picture of the field had been taken and delivered, the value of the image had already become stale.  Mavrx seeks to deliver a fully processed product with 24 to 48 hours. You are personally notified by email and text when a new image is ready for you in your personal cloud account on the Mavrx web-based dashboard. Think of it as Instagram for your farm’s fields.

Mavrx’s intent is to make their online dashboard your in season flight control center where you can view changes within a field during the season. You can also integrate Mavrx imagery with other key GIS data to help provide underlying clues as to what is causing certain issues within a field, such as data to help identify troublesome wet spots and historical yield maps to see if such problems have appeared in the field before in similar locations. As a bonus to users, Mavrx is providing multiple years’ worth of field imagery from LandSat satellite imagery library to establish historical markers when evaluating current high-resolution imagery.

Mavrx on Desktop, Tablet and MobileThe functionality of the Mavrx imagery doesn’t stop at scouting. That is only one of the many possible uses for the imagery. When delivered to a user’s dashboard account, the imagery is already geo-referenced and in the correct file format (such as a GeoTiff) so that it can be easily exported to other popular GIS programs (like SST, SMS and MapShots) to create in-season prescriptions for nitrogen, or even targeted pest management.

One of the final feathers in Mavrx’s cap is the diversity of the imagery that you get from a flight. Currently, most of the imagery is flown by manned aircraft, with many of them equipped to capture regular, NDVI and also thermo images simultaneously.  Unlike many other providers who only provide one image type, with Mavrx you literally get three for the price of one. That’s a big deal: each image type has certain advantages. Veteran agronomists say that NDVI is better at telling them whether plants are hungry and need nutrients like nitrogen, while thermo does a better job of detecting whether plants are sick. Many times a thermo image can detect stress days before a regular or NDVI image.

By delivering imagery with a purpose Mavrx has set itself apart in this crowded field. Agronomists and producers who want to learn how Mavrx can help improve their field scouting and in-season crop management contact William Underwood at Prime Meridian at 660-492-5626 or via email: william.underwood@primemeridiandata.com. For more details on Mavrx check them out on the web at: www.mavrx.co.

Prime Meridian and IDEAg together in June…What a Great Idea!

Prime Meridian is set to connect with growers and industry technology leaders at the second annual IDEAg Interconnectivity Conference to be held June 26-27 in Altoona, Iowa.

IDEAgConferenceIDEAg is literally a “meeting of minds” coming together to discuss the farm of the future when it comes to connectivity and data. Prime Meridian will be there alongside industry names like John Deere, Raven, SST, SatShot and wireless telecommunication players like Verizon.

For Prime Meridian, IDEAg is the perfect venue to show how its services can connect clients to their data but also “interconnect” all the data coming from multiple sources.  The term interconnectivity is being pushed to the forefront in modern agriculture as nearly everything on the farm whether moving or stationary will literally be “talking back” in the future.

If you’d like to connect with Prime Meridian in Iowa at the IDEAg Interconnectivity Conference, visit booth #20 and check out the IDEAg website at:  http://www.ideaggroup.com/ideag-interconnectivity.

“Spring Forward” with your Precision Goals with “Monitor Prep”

Sure you changed your clocks last weekend for Daylight Savings Time. But the question is – are you ready to go to the field to start the 2012 crop year? Sure you’ve greased the planter and the seeds in the bag are ready to go, but are you really ready?

As I was resetting all my clocks in my house I wondered why producers shouldn’t do the same thing with their “electronic devices” before they go to the field in the spring.

If synchronizing all clocks and changing out your smoke alarm batteries are a spring ritual – shouldn’t prepping your precision equipment for the season be just as important?

At Prime Meridian we created a service that we hope becomes a spring ritual called “Monitor Prep” – a lot like setting your clocks forward. Monitor Prep is like spring cleaning — wiping the slate clean to start the new year fresh when it comes to collecting good and complete data from your precision monitors all season long.

Good precision agriculture just doesn’t happen. It’s a lot easier to collect good data if a precision display has been properly prepped with the right field names, the right field boundaries and the correct labels of all the seed varieties and crop inputs that made your pick list for 2012.

Failing to walk away from your field operations without collecting the right data is a great waste of precision technology that will impact the management of your farming business for years to come. Precision displays should not be treated like Etch-a-Sketches that you doodle on during the season for entertainment value – and you can’t just shake them clean when you’re ready to start another season.

Those of us at Prime Meridian believe the real rewards in precision and farming’s future will go to those who think of the equipment as true tools – just like they would with their tractor, combine, planter, disk, etc. For equipment perform correctly it has to be set correctly – and that in a nutshell is the first step to success on the path to precision.