The 2024 State of the Farm report by Bushel has uncovered a surprising trend among younger farmers, who are enthusiastically adopting farm technologies despite concerns about their high costs. The report surveyed specialty and row-crop farmers in the US to gather insights into farming practices, grain marketing strategies, and technology usage and perceptions.
According to Julie Christensen, a product marketer at Bushel, the younger generation of farmers, aged between 18 to 60, have ambitious growth plans and are poised to become a significant market force in the coming decade. This demographic is 50% likely to utilize digital platforms such as apps and websites to submit offers and sell grain, and display a strong inclination towards sustainable farming methods like cover cropping. Moreover, 50% of farmers between the ages of 18-40 are involved in some form of payment-based carbon program.
Although the average age of American farmers is 58, the report from the USDA indicates a smaller rise in the age of farmers between recent censuses, and an increase in the number of beginning farmers. The average age of beginning farmers is 47.1 years, and individuals under the age of 35 make up 9% of all producers in the US.
Despite the growing availability of internet access on farms, the high costs associated with technology remain a significant obstacle to adoption. The report by Bushel found that 30% of respondents are currently using farm management software and apps, with weather and accounting apps being the most popular. The primary reasons for not embracing these tools are the perceived lack of clear benefits and the associated high costs.
Convenience plays a pivotal role in driving technology adoption among farmers, with 55% of respondents citing it as the primary motivator for utilizing software and apps for their farm operations. Jake Joraanstad, the cofounder and CEO of Bushel, emphasized in an interview that farmers now expect these tools to be as user-friendly as consumer apps, given their widespread use of smartphones and tablets.
As the report prompts readers to contemplate the barriers to broader technology adoption within the farming community, it suggests that this presents an opportunity for agribusinesses to establish value and loyalty among the younger generation. Christensen raises the question of how agribusinesses will position themselves to cultivate and nurture relationships with young farmers, underscoring the importance of technology in this context.
In conclusion, Bushel’s report uncovers a compelling trend among younger farmers in the US who are embracing technology and sustainable farming practices. While the barrier of high costs persists, the potential for market expansion among the younger generation presents an opportunity for agribusinesses to create value and loyalty through strategic technology usage.
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