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<h1>Harnessing Technology for Competitive Advantage in Agriculture</h1>
<p>In a rapidly changing business landscape, unstable technology systems can trigger a series of challenges, from declining productivity to rising labor costs and extended downtimes. Upgrading technology systems presents an opportunity to enhance efficiency and provide a significant competitive advantage for companies in the agricultural sector.</p>
<h2>The Evolving Role of IT</h2>
<p>Traditionally, information technology (IT) was seen as merely a cost center, adhering to an outdated break/fix model. However, as the industry progresses, the reliance on technology has become integral to daily operations. Today, tech is not just a utility; it is a vital resource that enhances productivity, reduces error rates, and drives return on investment (ROI).</p>
<p>This paradigm shift is transforming executives' perceptions of IT. It is now recognized as a critical performance booster, marking a new era defined by digital transformation. At ZAG, we advocate for viewing IT investments as catalysts for unlocking competitive advantages in modern business.</p>
<h2>The Importance of Cybersecurity</h2>
<p>One essential component of IT investment is cybersecurity. In recent years, the agriculture and food and beverage sectors have made headlines as victims of cyber and ransomware attacks, resulting in prolonged downtimes, empty store shelves, and significant recovery costs. These incidents have reshaped perspectives on IT security within agriculture, highlighting it as a competitive advantage.</p>
<p>C-suite executives are increasingly receptive to cybersecurity strategies, particularly after observing the severe repercussions that follow cyber incidents. As Greg Gatzke, founder and president of ZAG, notes, “Presenting to a client a one-day recovery after an online attack versus a three-week recovery is not a hard sell.”</p>
<h2>Asking the Right Questions</h2>
<p>When discussing cybersecurity strategies, it’s vital to consider the hard questions that will guide your approach:</p>
<ul>
<li>How am I mitigating risk?</li>
<li>What is our disaster recovery plan in case of an incident?</li>
<li>What are my business continuity requirements in the event of a breach? A day? A week?</li>
<li>Am I prepared to pay a ransom, or can we recover systems with minimal downtime?</li>
</ul>
<p>Gatzke emphasizes the need for direct communication: “I don’t want to pay. I want to recover systems, data, and control within a predetermined time frame.” This focus on control and recovery establishes a competitive edge that must be championed from the boardroom.</p>
<h2>Leveraging Data: The Next Frontier</h2>
<p>The advancements in agricultural technology have made data collection richer than ever. However, data is only valuable if utilized effectively. According to <a href="https://blogs.idc.com/2022/10/12/the-problem-potential-and-promise-of-a-data-revolution-in-agriculture/" target="_blank" rel="noopener">IDC</a>, every sensor in farming environments can generate up to <strong>half a million data points daily</strong>. The challenge lies in translating this data into actionable insights.</p>
<p>Raw data is akin to crude oil; it's only valuable once processed. Unfortunately, without teams of analysts, much of this data remains unmined and underutilized. This is where strategic technical partners like ZAG’s <em>Data and Software Services</em> team come into play, helping organizations extract and refine data for actionable insights.</p>
<p>As Gatzke puts it, “They aren’t making more land. Use your data to create more products at higher volumes with improved quality.” Embracing technology does not have to be a drain on resources; it can be a powerful tool for businesses to enhance operations, streamline processes, and boost productivity.</p>
<h2>Listen to Our Insights</h2>
<p><iframe src="https://omny.fm/shows/tip-of-the-iceberg/zag-on-the-hidden-side-of-produce-tech-competition/embed?style=Cover" width="100%" height="180" allow="autoplay; clipboard-write" frameborder="0" title="ZAG on the hidden side of produce: Tech competition and insecurity"></iframe><br>
For more insights, listen to the full discussion on the <a href="https://www.thepacker.com/" target="_blank" rel="noopener"><em>Tip of the Iceberg</em></a> podcast, published by <em>The Packer</em>.</p>
<p>Join us as we explore the intersection of technology and agriculture, featuring respected industry thought leaders discussing topics from cybersecurity to AI and robotics. Together, we can uncover how innovation is reshaping the agricultural landscape.</p>
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