Why we don't target farmers?
Rethinking Impact in AgriTech with Agcurate
TL;DR
Agcurate doesn’t build tools for farmers; we build AI-powered solutions for AgriOps teams inside food & beverage companies. By equipping those who hold real decision-making power, we scale impact faster, while farmers still benefit through better planning, fairer contracts, and reduced risks.
We’re often asked:
“If you’re building AI-powered solutions for agriculture, why aren’t you working directly with farmers?”
It’s a fair question, but one that reflects a common misconception in the agri-food space. Farmers are essential, no doubt. But they are not always the ones holding the keys to upstream change or supply chain challenges.
That’s why, at Agcurate, we focus on a different group: AgriOps teams inside food and beverage companies.
These teams are responsible for sourcing, planning, supplier relations, and field-level decision-making across thousands of hectares. They’re under pressure to deliver results across productivity, traceability, and sustainability. They are the real decision-makers in agriculture, and our primary users.
Our AI co-pilot, FieldOps™, is built specifically to empower AgriOps teams. With satellite-based insights and smart alerts, we help them monitor ROI consistently and act early, before problems escalate.
So why not build directly for farmers?
Because many farmer-facing tools, while well-intentioned, struggle to scale. They often require:
- Significant behavioral shifts
→Asking farmers to log every field activity daily in an app instead of using verbal notes or WhatsApp messages.
- Substantial infrastructure investment
→ Dependence on connectivity, in-field devices, and hardware budgets that many farms still don’t have (expecting farms to deploy sensors, weather stations, or IoT devices in regions where even stable mobile coverage or CapEx for equipment is limited)
- Lengthy trust-building cycles
→ Adoption only after seasons of field visits, trials, and relationship-building before consistent usage begins.
All of these are bounded by the willingness (and ability) to pay of users who are basically SMBs, sometimes not even that, operating with a “low-cost, high-profit” mindset.
Instead, we take a systems-level approach. By equipping AgriOps teams, who already have influence and infrastructure, we drive faster, larger-scale impact.
And when these teams make smarter decisions, farmers benefit too:
- More predictable planning
- Fairer contracts and payment cycles
- Lower input costs and waste
- Better protection against climate and yield risks
We’re not bypassing farmers. We’re reinforcing the systems that support them.
At Agcurate, we build for AgriOps teams so they can better support farmers.
Because real change doesn’t always start on the farm. Sometimes, it starts with the people who plan, buy, and manage what happens there.
👉 Want to see how Agcurate can empower your AgriOps team?
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