The U.S. Farmers and Ranchers Alliance® introduced a new communications concept yesterday in Las Vegas at CES, the largest consumer electronics show in the world.
SMART Farm is a campaign designed to bridge the gap between the acceptance of innovation that’s a part of consumers’ everyday lives with the science and technology happening on today’s farms and ranches.
“Science and technology are embraced by consumers in all aspects of their lives,” said Brad Greenway, USFRA chairman and a South Dakota crop and pig farmer. “We want to demonstrate that farmers and ranchers are using similar technology to produce food in a way that is good for the soil, air, habitat and water on and around our farms and ranches – without compromise on cost, quality or taste.”
Today’s SMART Farms use data and technology to help farmers and ranchers become more efficient, nimble, and more equipped to protect the planet’s resources while producing food. While at CES, USFRA and its partners will showcase a few examples of these innovations that, for example, result in better care for animals, fewer trips across the field and more precise application of water and crop inputs like fertilizer and pesticides.
“Media, influencers and consumers all understand the notion of ‘smart’ as a descriptor for the innovation and technology that helps improve their lives – the smart phone, the smart home, the smart classroom,” said Randy Krotz, USFRA chief executive officer. “Just like every other forward-thinking industry, American agriculture is employing science and technology to help build an ever-improving version of the American farm.”
In the coming year, USFRA will incorporate programs and activities, such as 360 videos, infographics, events, speaking opportunities and more, to demonstrate SMART Farming practices.