Coronavirus Conversations: Ag Service Providers Cope With the Unknown
March 31, 2020 I was talking with a cooperative management contact yesterday about the current state of affairs in ag retail with COVID-19 news constantly in the cycle and changing, it seems, minute to minute. The biggest challenge right now seems to be the unknown.
What if workers at a distribution facility fall ill and cause a shutdown, cutting off needed supply? How exactly do we answer the call for product delivery if our own workers get sick? Obviously, caring for those who get ill is the top priority, but the Spring planting season waits for no one.
Of course, these thoughts have occurred to practically everyone in the business, pushing logistics managers to the center of the stage, ensuring products are placed where they will be needed and can be accessed most effectively. Their expertise and experience will pay big dividends. But there is still so much that is unknown, and so much that will unfold in the weeks ahead.
It makes me wonder if we’ll hear a lot more about artificial intelligence and predictive software that aids in product placement and logistics management when things begin to settle down. After an unprecedented year like this, I think the answer is a resounding yes.
I’ve also been thinking about customer service and the role of the trusted adviser with the push, and in many cases mandate, to exercise social distancing. How can the value of personal service come through without the person?
I got an email from Erich Eller, an Indiana-based agronomy consultant I profiled a few years ago who was still in the early stages of launching his own company, ForeFront Ag Solutions. He’s a humble guy with a ton of passion for innovation and customer service. It was a copy of an email he sent to customers that outlined the services he is providing that also honor the prevailing policies of isolation.
Wheat is being scouted, and soil sampling will start soon. Field-by-field planning sheets are being emailed to farmers. Cloud-based field information is live and always accessible. Weather stations and insect smart traps have been placed to model pest outbreaks and provide spray outlooks, and indicate where scouting should be considered. Drone imagery will continue to be collected. It’s an impressive list of services that can continue even in the face of the current situation.
Erich is also looking to exploit the potential of improving connectivity and data compatibility through telemetry — moving files from office to field and back, once again with no needed intervention. “We’re doing some, but want to do a lot more,” he says.
With the possibility that personal contact will continue to be restricted for weeks to come, including critical planting windows, Erich’s recognized the bounty of value he can share with customers, even if they don’t meet face-to-face. Could farmers get used to this kind of interaction? Might it change how trusted advisers interact with farmer customers in seasons to come? Time will tell.
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