Agtech in focus: No one-size-fits-all at Agritechnica 2023

After spending two intense days at Agritechnica 2023 in Hanover, Germany, we cannot but conclude that farmers have an extremely wide variety of possible technical solutions to choose from to implement on their farms. The fair showcases gigantic machines next to lightweight autonomous robots and drones, as well as a myriad of apps and software solutions for more efficient and sustainable production and precision farming. In fact, there may even have been too many options!

This is probably one of the reasons why many of the equipment and technology companies present at Agritechnica are looking to join forces with other companies to strengthen their capabilities, integrate software solutions or combine multiple functionalities in a single machine. In particular, the trend toward regenerative agriculture is leading to new propositions for multi-purpose implements and innovative seeding and tillage solutions that promise less soil disturbance at reduced cultivation costs.

When it comes to the hot topic of going “net zero” for agricultural machinery, companies are not betting on a single solution, but are simultaneously developing engines powered by e-fuels, electric batteries, and hydrogen.

As farmers are increasingly challenged to produce in an economically and environmentally sustainable way, it is not enough to offer higher productivity or precision. Customization, user-friendliness, service support, and cost optimization are important considerations for farmers when they choose machinery. Farmers remain reluctant to pay extra for data platforms and advisory services.