grotechnology

doption
nd
gripreneurs

Are farmers
adopting
technology?

WHAT DOES AGRICULTURAL

TECHNOLOGY MEAN TO YOU?

Technology: Application of science

Ranges from low to high-tech
Desirable for the benefits to farmers,
food, environment

With positive impacts on society

What drives
adoption?

DIFFUSION OF INNOVATION
Rogers Diffusion of Innovations

5 stages of diffusion:
1. Knowledge
2. Persuasion
3. Decision
4. Implementation
5. Confirmation

Rate of
adoption

Market share

FACTORS INFLUENCING ADOPTION

Farm size
Land tenure
Access to markets
Access to inputs
Access to credit
Access to information

Labor availability
Timing of benefit
Age
Education
Risk tolerance
Opinion leaders
Compatibility

Interrelated
Holistic solutions
Most needy have most obstacles
Dont forget disadoption

How can we
encourage
adoption?

METHODS TO INCREASE ADOPTION

Consider starting with the young, educated,
large farms
Target those with access to inputs/market
Supported on-farm trials with opinion
leaders
Reduce financial and technical risk
Market, not just communicate

Can
agripreneurship
encourage
adoption?

WHAT IS AN AGRIPRENEUR?

Seeks to capitalize on opportunities

Mindset:
Perceptive
Optimistic
Passionate
Resilient

Ambitious
Creative

Collaborative

AGRIPRENEURS ARE MORE LIKELY

TO ADOPT TECHNOLOGY

Views technology as an opportunity

Better able to gather necessary resources
Earlier on Diffusion of Innovations curve
Desires growth and scale
Understands necessity of Risk

So how do we
foster
agripreneurship?

GOFARM HAWAII
Largest beginning farmer
training program in the U.S.

Objective is to create
agripreneurs, not farm workers

Most participants have no

farming experience, more
innovative

APPROACH
Phases create competition and confidence

APPROACH
Cohorts build confidence, collaboration,
creativity

Technology is integrated and practiced

Marketing and Business planning are required
Students see mentors and successful examples

APPROACH
Transition support reduces risk, increases
access to credit and land

Mentors and models reduce risk and increase

ambition

AGRIBUSINESS INCUBATOR
PROGRAM
Business consulting for new and existing
agripreneurs

Supports creation and success of agripreneurs

Only program of its kind in Hawaii

APPROACH
Analysis/Planning helps confidence, access to
resources, success

Connections to expertise, funding, and

markets

De facto Board helps with strategy, vision,

confidence, resilience

APPROACH
Project Management to help them achieve
goals and scale

EXAMPLES
Smart Yields
81 types of
field sensors,
analytics and
alerts

EXAMPLES
Farm Link
Hawaii
Enables small
farmers to sell
to chefs and
retailers through
aggregation

EXAMPLES
MetroGrow
Hawaii
vertically
integrated
aqua/hydroponics

Humans adopt
technology for
human reasons

REMEMBER
Obstacles to adoption of agrotechnology
are many, and include the mindset

Agripreneurs are more likely to adopt

Dont ignore the small farmer
Dont ignore cultural value
Less technology = more opportunity

DOOMO ARIGATO GOZAYIMASU

Steven Chiang

3050 Maile Way

Gilmore 115

Honolulu, Hawaii 96822

+1-808-956-3530

schiang@Hawaii.edu
Linkedin.com/in/StevenChiang