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Ag entrepreneurs need to understand farmer needs

The director of a Minnesota-based initiative says its imperative ag tech startups understand the needs of their farmer-customers.

Lauren Pradhan of Grow North tells Brownfield there’s incredible interest in farm management software and data analytics.

“(there are) a lot of tools to help the farmer be successful, and I think one of the areas that we’re striving to also bring forward is ensuring that the farmer is a part of that conversation. And that the innovation that is being created and worked on is relevant to the farmer.”

She says that includes understanding the financial hills and valleys associated with farming.

“The financial viability they are working with and the financial challenges that they’re working under, in addition to helping them with the scale-ability of any innovation they want to bring to the farm.”

Pradhan says Grow North, which is part of the University of Minnesota Carlson School of Management, is connecting a growing ag tech scene with farmers of various sizes and backgrounds to help the scaling and innovation that’s really going to make a difference.