Don’t Forget the Little Guy: Making AgTech Work for Every Grower

Agriculture is at a turning point. New technology is emerging at a rapid pace, offering solutions to labor shortages, rising costs, and the constant pressure to increase productivity and profitability. But there’s a problem—many of these innovations seem to be designed with only the largest farming operations in mind. Small and medium-sized growers, who make up the backbone of the agricultural industry, are often left on the sidelines, struggling with the same issues but without the same level of access to game-changing technology.

Having spent decades working in agriculture, I’ve seen firsthand how difficult it can be for smaller growers to adopt new innovations. Large farming operations naturally attract AgTech providers because they offer a quicker path to sales, proof of concept, and investor confidence. When you’re a startup looking to secure funding, it’s far easier to land a deal with a handful of big growers than to sell to dozens or even hundreds of smaller ones. The problem is, once the biggest operations have adopted the technology, where does the market go from there? If solutions are too expensive or impractical for mid-sized and small growers, AgTech providers may find themselves hitting a wall.

On top of that, many technology companies are piling into the same segments—weed management, automation, and data analytics—competing for the same limited pool of top-tier customers. Meanwhile, smaller farms are left waiting, often without an affordable aftermarket solution like those that have long existed in traditional ag equipment. Without broader accessibility, the cycle of innovation will stagnate, and the potential impact of these advancements will never reach the majority of farms.

The Adoption Gap in High-Value Crops

The divide in AgTech adoption becomes even more obvious when looking at high-value specialty crops. According to the USDA, these crops—including almonds, citrus, apples, grapes, and vegetables—cover only about 16 million acres across the U.S., compared to the vast 160 million acres dedicated to corn and soybeans. Additionally, the average farm size for specialty crops is significantly smaller than that of broad-acre row crops, making it even harder for smaller growers to justify investing in expensive new technology.

Yet, specialty crop growers face the same labor shortages, cost pressures, and market fluctuations as larger row crop farms. In some ways, their challenges are even greater. Many of these crops are labor-intensive, requiring delicate handling, precise timing, and constant monitoring. Without technology to ease the burden, these farms risk falling behind—especially when competing with larger operations that have the resources to invest in cutting-edge solutions.

Why Scalability is Key

If AgTech is going to truly transform agriculture, it needs to work for everyone. That means designing scalable solutions that can be adopted by both small family farms and large commercial operations. One of the most promising approaches to this problem is swarm technology—a concept that allows for flexible deployment based on the size of the operation.

For a small grower, a single autonomous unit could handle tasks like weeding, pest control, or data collection. Meanwhile, a large-scale farm could use multiple units, allowing for greater coverage and efficiency. This kind of modular technology could be a game changer, making it possible for growers of all sizes to access innovation at a price point that makes sense for their operation.

By focusing on scalability, AgTech providers can expand their market reach while ensuring that no grower—regardless of size—is left behind.

Breaking Down Market Barriers

For AgTech to reach its full potential, providers need to rethink their approach to adoption. Many startups operate with limited capital and personnel, which makes it tempting to focus on large-scale growers that offer quicker returns. But this approach leaves out a huge segment of the market and creates barriers that prevent wider adoption.

Cost is one of the biggest challenges. Many small and mid-sized farms simply cannot afford the steep upfront investment required for new technology. Flexible pricing models—such as leasing, subscription services, or pay-as-you-go options—could help bridge this gap. By lowering the entry cost, AgTech providers could make their solutions far more accessible to a broader audience.

Another challenge is outreach. Many small growers are hesitant to invest in new technology because they don’t have the time or resources to research, test, and implement it. Localized demonstrations, partnerships with grower organizations, and peer-to-peer education could go a long way in building trust and showing the tangible benefits of these innovations.

Market saturation is also a concern. With so many companies focusing on the same areas—like weed management—there’s a real risk that AgTech providers will struggle to differentiate themselves. By expanding their focus to other pressing challenges faced by growers, such as harvesting efficiency, soil health, and post-harvest handling, companies could tap into new opportunities and provide value where it’s needed most.

A Future Where No Grower is Left Behind

Agriculture thrives on diversity, and technology should reflect that reality. If AgTech is only accessible to the largest operations, the industry will miss out on its full potential. The future of farming depends on solutions that are adaptable, affordable, and available to growers of all sizes.

Small and medium-sized farms aren’t just part of the agricultural landscape—they’re essential to its survival. Ensuring they have access to the tools they need isn’t just the right thing to do; it’s a smart business move. The companies that recognize this and invest in scalable, inclusive solutions will be the ones that drive real, lasting change.

As AgTech continues to evolve, let’s make sure we don’t forget the little guy. Because when small farms succeed, the entire industry benefits.

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Who is ALLAN FETTERS, Our Innovation Alchemist

A third-generation farmer from California's San Joaquin Valley, he has over 30 years of experience in agriculture, particularly in crop inputs and agri-tech. He focuses on helping startups, investors, and farmers adopt innovative technologies to improve productivity and sustainability. Leveraging his expertise in sales, management, field research, and technology, he develops strategic business plans that drive commercialization and value creation, with the goal of shaping a more prosperous future for the agricultural sector.