Devil's advocate
Member
- Location
- Posh side of Barnsley
Hi - yes this is a fair challenge and one that we get regularly - why are we focusing on boring old wheat when we could be selling these robots into higher value markets like lettuce, celery, onions etc. who all have big weed control issues and much more cash than your average combinable crops farmer?
A few key reasons - firstly, as has been mentioned, is the size of the market opportunity.
What we are trying to do is to develop a system which has the maximum possible impact on the way we use technology to produce food. We were worried that if we designed something for any of the above mentioned crops, we would end up with something too bespoke which then only works for a tiny number of customers. On the flip side of that, if we are able to deliver something that works for wheat then the leap to barley and oats is small (some re-training of the AI required but hardware remains the same). There would then need to be a bit more development done to get to pulses and oilseeds and maize but we would quite quickly be able to get to a solution where farmers do away with existing equipment, leasing robots instead, and re-invest some of that capital in other projects.
The second reason has to do with what we are ultimately trying to achieve with our business, which is the digitisation of the farm. We define digitisation as a per plant view of the field and a per square metre view of the soil. We do not see robots as simply a tool to automate labour. Some automation will happen, but that is not the ultimate objective. The objective is a truly digital view of the field, because once we have that all sorts of new and exciting ways of managing the farm become possible, some of which have been mentioned above in this thread.
The third reason is a more practical one which is that we see wheat as a much better test case for developing a weeding robot than almost anything else. We will be able to do 80% plus of our weeding work between October and March when the canopy is open and the weeds are easier to target. A robot working on a field through this time period will be able to hugely reduce the weed burden in field, but crucially the timeliness of operation is not critical. When the first robots start working in fields, they will be slow. That's why it is a more difficult sell to a lettuce farmer who needs their weeding done TODAY!! The technology has to be more developed to be really useful to those guys, which is not to say that we don't want to serve those customers with aspects of our service in time, but not immediately.
Finally, there's very little competition in this area. There is some, but most other companies see robotics as an automation tool pure and simple. By focusing on wheat, we are operating in a relatively open field (at least for now!)
I'm out, he is turning his back on the only market that will make this tech pay.