Digital transformation in the agri-input sector has often been superficial. Companies launch apps, build dashboards, and claim to be "digital-first." But the underlying business processes remain unchanged.
The App Illusion
Many agri-input companies have invested in farmer-facing apps. The typical journey: - Build an app with crop information - Add weather data and market prices - Push notifications about products - Wonder why adoption remains low
The problem? These apps digitize information delivery but don't transform how business actually happens.
What Real Transformation Looks Like
True digital transformation changes: 1. How decisions are made: From gut feel to data-driven 2. How relationships work: From transactional to continuous 3. How accountability flows: From blame games to clear ownership 4. How value is created: From product push to demand generation
The Infrastructure Mindset
Instead of thinking about apps, think about infrastructure: - What are the core business processes that need to change? - How do different stakeholders (farmers, dealers, experts, companies) interact? - Where does information get lost or distorted? - What would accountability look like at each step?
This infrastructure thinking is at the heart of RootsTalk's approach to agricultural technology.