Look, I'm a farmer. I'm also the CEO now of a publicly traded company. The way that we look at data and information is similar to the way my grandfather would have looked at oil. If the oil stays in the ground, you can't create value out of it. Data's no different on the farm. We want to utilize data in an effective manner so that farmers can make decisions on it. We've been able to prove that when farmers have the right information, the use of crop inputs will go down.
I would say that being afraid of digitalization would be a giant step backwards in the farming community.