{"id":2673,"date":"2023-10-31T08:23:15","date_gmt":"2023-10-31T07:23:15","guid":{"rendered":"https:\/\/rominwest.nl\/inspiratie\/met-digitalisering-is-in-de-landbouwsector-nog-een-wereld-te-winnen\/"},"modified":"2025-03-07T13:22:23","modified_gmt":"2025-03-07T12:22:23","slug":"there-is-still-a-world-to-be-won-in-the-agricultural-sector-with-digitalization","status":"publish","type":"inspiratie","link":"https:\/\/rominwest.nl\/en\/nieuws\/met-digitalisering-is-in-de-landbouwsector-nog-een-wereld-te-winnen\/","title":{"rendered":"\u201cThere is still a world to be won in the agricultural sector with digitalization\u201d\u00a0"},"content":{"rendered":"<p><span data-contrast=\"none\">\u201cFor farmers, everything really revolves around the climate and the weather: it determines how crops grow, when and how much they need to irrigate and whether they can even use machines on the land,\u201d Van den Brand begins. \u201cThe fact that the weather is becoming increasingly extreme and erratic due to climate change makes this already tough puzzle for farmers even more difficult. Our technology \u2013 a combination of hardware (soil moisture sensors and weather stations) and software that translates the data into models \u2013 provides farmers with &#039;real time&#039; information. For example, they can plan the irrigation of their crops more intelligently to prevent drought stress.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h5><b><span data-contrast=\"none\">&#039;Data potential&#039; in agriculture<\/span><\/b><\/h5>\n<p><span data-contrast=\"none\">Van den Brand explains that with <a href=\"https:\/\/nl.agurotech.com\/\">digitalization in the agricultural sector still has a world to win<\/a>. \u201cFarmers are naturally used to doing a lot on intuition instead of with data. On the one hand, there is a lot of potential there, on the other hand, it requires a different way of working by farmers<\/span><span aria-label=\"Rich Text Content Control\"><span data-contrast=\"auto\">\u200b<\/span><span data-contrast=\"auto\">\u200b<\/span><span data-contrast=\"auto\">\u200b<\/span><span data-contrast=\"auto\">\u200b<\/span><\/span><span data-contrast=\"none\">All technology we supply must be usable in &#039;farm practice&#039; and prove itself immediately.<\/span><span aria-label=\"Rich Text Content Control\"><span data-contrast=\"auto\">\u200b<\/span><span data-contrast=\"auto\">\u200b<\/span><span data-contrast=\"auto\">\u200b<\/span><span data-contrast=\"auto\">\u200b<\/span><\/span> <span aria-label=\"Rich Text Content Control\"><span data-contrast=\"auto\">\u200b<\/span><span data-contrast=\"none\">Fact <\/span><span data-contrast=\"auto\">\u200b<\/span><\/span><span data-contrast=\"none\">is also that we have a small farming community in the Netherlands, which means that good references are worth their weight in gold.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h5><b><span data-contrast=\"auto\">Investments put to good use<\/span><\/b><\/h5>\n<p><span data-contrast=\"auto\">The still young Agurotech was able to<a href=\"https:\/\/rominwest.nl\/en\/news\/agurotech\/\"> ROM InWest&#039;s investment in February this year will be put to good use<\/a>. \u201cLike every start-up technology company, we also had to invest heavily to get our hardware and software completely free of teething problems and to be able to invest in our growth. Previously, we did not want to enter the market on a large scale,\u201d says Van den Brand. \u201cThe money went to staff for our R&amp;D activities, making production processes scalable and investments in sales and marketing activities. We now supply to ten countries and in terms of growth we are somewhere between start-up and scale-up. We have almost completed the development phase. I am happy that we still have regular contact with ROM InWest. We give them updates about our company and in return their advice helps us to continue to look at our business development with a helicopter view.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h5><b><span data-contrast=\"auto\">Next step: scale up<\/span><\/b><\/h5>\n<p><span data-contrast=\"auto\">Getting everything operational and ready for further scaling up in terms of distribution is currently the biggest challenge for Agurotech, Van den Brand explains. \u201cA guaranteed supply of parts, lightning-fast assembly and reliable logistics are vital to supply large-scale technology to a seasonal industry such as agriculture. Ideally, you also have hardware stock ready. To increase brand awareness in the market, we go to trade fairs, give demonstrations and actively look for partnerships and parties with a large customer database that we can use.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h5><b><span data-contrast=\"auto\">Tips for other entrepreneurs<\/span><\/b><\/h5>\n<p><span data-contrast=\"auto\">\u201cStay with you <\/span><i><span data-contrast=\"auto\">core business<\/span><\/i><span data-contrast=\"auto\">\u201d, says Van den Brand firmly when we ask her for tips for other innovative entrepreneurs. \u201cEspecially with new ideas and concepts, the temptation can be great to think broadly and to include all sorts of things in your invention. But that also quickly makes your business case too complex. That has a delaying effect. Remember: you can always expand later. So keep it small at first, make hard choices and be ruthless in your own agenda \u2013 especially in the beginning. And put customer satisfaction first. Good references are incredibly important.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<h5><b><span data-contrast=\"auto\">\u201cUltimately become a market leader\u201d<\/span><\/b><\/h5>\n<p><span data-contrast=\"auto\">Where will Agurotech be in a year? \u201cWe want to broaden our proposition in the long term. Where our focus is still really on drought stress and irrigation, we ultimately want a total solution for farmers that also provides an image of the disease pressure of crops, for example. As much as 20% to 40% of the global harvests are currently lost due to crop diseases. We would also like to use satellite images to be able to &#039;measure&#039; even larger areas of agricultural land. Ultimately, we want to become the market leader in sensors and weather stations for farmers, at least in Europe.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>Combating climate change is important, but so is dealing with its consequences. The latter is certainly true for farmers and their daily &#039;battle&#039; with the weather, which is becoming increasingly extreme and unpredictable. Entrepreneurs Joelle van den Brand and Lilia Planjyan came to the rescue in 2020 by founding Agurotech. Their innovative sensor technology collects &#039;real time&#039; data from the weather and the soil. How is this startup doing since the investment from ROM InWest in early 2023?\u00a0\u00a0<\/p>","protected":false},"author":12,"featured_media":2586,"template":"","tags":[72,90],"soort-insp":[75],"class_list":["post-2673","inspiratie","type-inspiratie","status-publish","has-post-thumbnail","hentry","tag-innoveren","tag-voor-vrouwen","soort-insp-interview"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Met digitalisering is in de landbouwsector nog een wereld te winnen<\/title>\n<meta name=\"description\" content=\"Agurotechs innovatieve sensortechnologie verzamelt \u2018real time\u2019 data van het weer en de bodem voor de landbouwsector.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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