Many of today’s farmers and ranchers are expanding into a new frontier — the age of "big data."
Companies have been gathering data about consumer buying habits for years. For many farmers, dealing with companies that want to collect their data about planting practices and crop yields is new territory.
Seed and farm equipment companies — we call them agricultural technology providers — are offering services to help farmers be more efficient and productive. Data will flow straight from a farmer’s tractor to the company he uses.
In return, farmers will get information...