Author Archives: FRAN

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Agtech….so what podacast – Rachel Hay on the role of women in agtech adoption

Dr. Rachel Hay is a social scientist at James Cook University who has uncovered some insights into agtech adoption through her work in behaviour change. 

Rachel‘s PhD focused on agtech adoption, highlighting the importance of grazier women in the use and adoption of agtech. She found that women play a vital role in unlocking the potential of agtech adoption on-farm. 

Though the research is now a bit dated (it was published in 2014), Rachel’s insights still hold true and may be helpful for agtech companies looking to understand the industry and develop marketing strategies that can cut through the noise. 

Here are a few tips from Rachel’s research to help agtech vendors to reach their target audience and drive adoption:

  • Build trust and meaningful relationships with your producers. Though it may seem like this has to take time, Rachel highlights that content is king and relationships can be built digitally as well as in person. 
  • Be approachable and be seen. AgTech companies need to get out to producer events and engage with their customers, not just sell. 
  • Widen your marketing net, as decision makers are not always male! In fact, her research shows that it’s often the females who are doing the research and driving product adoption, both on-farm and for the back office. 
  • Don’t tell farmers what they need, listen to what they want. This should go without saying, and yet it’s something that tech vendors and extension agents alike get wrong. 

Do you have a story of women driving agtech adoption? Are there other tips that you’ve learned for building trust with producers? We’d love to hear them! 

You can find Rachel, a boutique pig farmer when she’s not writing or researching, on social media here: 



Facebook page: The Engagement of Women & Technology in Agriculture

To delve more into Rachel’s research click here

Technology adoption by rural women in Queensland, Australia: women driving technology from the homestead for the paddock

What the Farm Podcast – Allison Woodward beet and great

Idle Chatter Podcast – Hot Rod Farmer: Making sense of oxygen sensors

What every farmer needs to know!

oxygen sensor diagram

Idle Chatter Podcast – Hot Rod Farmer: Only a little is good… when it comes to valve lash…that is!

You need to understand the importance of proper valve clearance.

Future of Agriculture Podcast – Genetic Testing for Soil with Dr. Poornima Parameswaran of Trace Genomics

Dr. Poornima Parameswaran is the President and Co-Founder of Trace Genomics. Trace Genomics is a company that based its business around mapping living soil, analyzing its microbial content, and helping growers maximize yield potential without sacrificing sustainability. Poornima’s goal is to build the world’s most massive actionable body of soil intelligence, allowing even ordinary farmers to have access to expert information on what’s underground. Poornima earned her Ph.D. in Microbiology and Immunology at Stanford University School of Medicine, her entrepreneurial skills at Stanford University Graduate School of Business, and her Bachelor’s degree in Cellular and Molecular Biology at The University of Texas at Austin.

Poornima joins me today to discuss how Trace Genomics seeks to improve farm yield and sustainability through genetic testing for soil. She shares the benefits of knowing which microbes are dominant in a particular farmland. She also explains how their analytics engine works, their process, and what a typical scenario using their technology would be like.

“There are two sides of the coin when you’re looking at what is causing production losses above ground.” – Dr. Poornima Parameswaran

This Week on The Future of Agriculture Podcast:

  • The questions farmers have before submitting soil samples.
  • Diseases that can be prevented by genetic testing for soil
  • Knowing when it is a soil health issue instead of a disease problem.
  • Developing food in the perspective of sustainability and not just increased yields.
  • How they know which microbes are important for the soil.
  • The challenges that are top of mind to growers regarding soil health.
  • The action steps they can take based on the data they gathered from growers.
  • Variability of microbe samples in similar soil samples.
  • How they reconcile the difference between gene presence and gene expression.
  • Why they don’t have that many companies as competition.

Connect with Dr. Poornima Parameswaran:

This episode is sponsored by Indigo Ag

What if surviving a drought began with just a microbe? What could accessing 10,000 buyers do for your agriculture business? Indigo Ag helps farmers improve profitability, environmental sustainability, and consumer health by working with growers to reimagine every aspect of the agriculture industry – from soil to sale.

To learn more about Indigo Ag and their mission to improve the environment and agriculture industry, visit

Indigo. From questions… we grow.

We Are a Part of a Bigger Family! 

The Future of Agriculture Podcast is now part of the Farm and Rural Ag Network. Listen to more ag-related podcasts by subscribing on iTunes or on the Farm and Rural Ag Network Website today. 

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Shark Farmer Podcast – Brian Brown, Brian’s farm videos

One of ag YouTube’s biggest stars. @BriansVideos talks about how he has never wanted to do anything else but farm.

Please visit our sponsor: Degelman

What the Farm Podcast – David Coletto listening to millennials

Millennials are a unique generation that have grown up with social media. Posting on social media has been part of their life. This has affected where they shop and what they eat. However, they are interested in facts and are willing to listen, which gives agriculture an opportunity to share information. Listen as Rob Sharkey and Lesley Kelly talk to David Coletto about this large segment of our population as they continue to drive decisions.

Rock and Roll Farming Podcast – Rearing to Go

Always a pleasure to talk to Peter & Paula Hynes, & they’re back on Rock & Roll Farming to talk about the Rearing to Go mental health workshop and charity auction that’s taking place in Shrewsbury livestock market on 13th September 2019 

Episode Sponsors: 

Griffith Elder – Designers & Manufacturers of rugged weighing systems for heavy industrial use 

NFU Cymru – for more information please visit

Podcast Partners:

Farmer’s Guardian. For the biggest range of news and features from across the Ag industry, please visit

Rock & Roll Farming is proud to be a part of the Farm & Rural Ag Network. To find more great podcasts and vlogs, please visit 

Salt of the Earth Podcast – Mareese Keane, THRIVE Agtech Platform Director.

Mareese Keane is Platform Director with THRIVE, an AgriFood -Tech Accelerator, located at Salinas, California. In this episode, Mareese provides some background to her exciting work with THRIVE, recently acknowledged as being the, ‘Most Valuable AgriFood Tech Accelerator Programme’ in the United States by San Francisco based AgFunder.

Rock and Roll Farming Podcast – The name’s Gibson, Jock Gibson..

Tonight I headed up to the North East of Scotland to talk to farmer and butcher, Jock Gibson.

We talked about his family’s farm, his early career in engineering and the year he spent working on yachts, his decision to go back to the family business, the tragic loss of his parents and the importance of succession planning for farming families, and what he’s doing now with the butchery and farm. 

Don’t miss this one.. 

Episode Sponsors: 

Griffith Elder – Designers & Manufacturers of rugged weighing systems for heavy industrial use 

NFU Cymru – for more information please visit

Podcast Partners:

Farmer’s Guardian. For the biggest range of news and features from across the Ag industry, please visit

Rock & Roll Farming is proud to be a part of the Farm & Rural Ag Network. To find more great podcasts and vlogs, please visit