Technology is reshaping modern agriculture, but successful farming is about far more than investing in the latest drone, sensor or AI-powered platform. The greatest returns come from choosing technologies that solve real problems, improve efficiency and support better decision-making.
That was the key message from industry experts during a strategic technology adoption panel at the Potato SA Congress, where speakers stressed that practical innovation—not chasing the latest trend—is what ultimately improves farm profitability.
Technology begins with better information
Loffie Brandt, Executive Head of Agribusiness at Absa, believes farmers often think of technology as robotics, artificial intelligence or drones, when in reality it starts with something much simpler: reliable information.
Whether it comes from a weather station, soil moisture sensor, irrigation monitor or even a smartphone, technology generates the data farmers use every day.
“Sometimes the most powerful technology is simply information arriving at the right person at the right time so that better decisions can be made,” Brandt said.
He noted that South African farmers have always been innovators, adapting to unpredictable weather, changing markets and increasing pressure on natural resources. The real value of technology, he said, lies not in how advanced it is, but in whether it solves a problem and creates long-term value.
Master the basics before adding technology
One of the strongest themes from the discussion was that technology cannot replace sound farming practices.
Coenrad Fraenkel, Extension Manager at Citrus Research International (CRI), said many producers invest in sophisticated digital systems before mastering the fundamentals.
Although the citrus industry has access to some of the world’s most advanced irrigation technology, CRI found that many growers were still over-irrigating.
“We realised we needed to return to the basics and strengthen scientific principles before adding more technology. Technology should enhance decision-making, not replace sound management,” he said.
Before introducing advanced digital tools, CRI focuses on strengthening core practices such as irrigation scheduling, nutrient management and understanding baseline farm data.
Precision irrigation unlocks efficiency
Water scarcity is making irrigation technology one of the most valuable investments available to farmers.
Bruno Perroni, AgTech Sales Lead for Europe, Africa and the Middle East at Lindsay Corporation, said many farms already own advanced irrigation systems but only use a fraction of their capabilities.
Instead of simply applying water, today’s systems can help determine exactly how much water should be applied, where it is needed most and whether equipment is operating efficiently.
Future irrigation platforms will increasingly combine weather forecasts, soil moisture measurements, machine diagnostics and remote sensing into simple recommendations, allowing farmers to make faster, more informed decisions.
Variable-rate irrigation, which adjusts water application across different parts of a field, is expected to play an increasingly important role in improving water-use efficiency.
Turning farm data into better decisions
Collecting data is no longer the challenge—making sense of it is.
Werner Piek, Cropwise Lead at Syngenta, said many farmers use multiple digital systems that don’t communicate with one another, making it difficult to gain a complete picture of the business.
Integrated digital platforms can bring together machinery performance, irrigation records, chemical applications, soil maps, inventory and historical production data into a single dashboard.
This allows farm managers, financial teams and technical advisers to make faster, more informed decisions using real-time information.
Drones are becoming everyday farming tools
Drone specialist Okkie Vermeulen said drones have moved well beyond being experimental technology.
“The value of drones is not the drone itself, but the timely and accurate information they provide,” he explained.
Today, drones are helping producers monitor crop health, detect pest outbreaks, identify irrigation leaks, estimate yields and carry out precision crop protection applications that reduce input costs.
With a growing network of accredited operators and service providers across South Africa, drones are becoming an increasingly practical tool for commercial agriculture.
Better data improves access to finance
Technology is also changing how farmers engage with banks, insurers and produce buyers.
Karidas Tshintsholo, CEO and co-founder of Khula!, said sharing reliable farm data reduces uncertainty for lenders and improves access to finance, particularly for emerging producers.
Satellite imagery, soil moisture data and production records help financiers better assess farm performance and manage risk, while buyers can use real-time production information to improve supply chain planning.
Practical innovation delivers the greatest value
The panel agreed there is no single technology that suits every farming business. The right investment depends on each farm’s size, enterprise, skills and operational challenges.
As Brandt concluded:
“The future of agriculture will not be built by technology alone. It will be built by people who are willing to embrace innovation while remaining grounded in the practical realities of farming.”
For today’s farmers, agritech is no longer about owning the latest gadget. It is about investing in practical solutions that improve productivity, reduce risk and strengthen profitability—one informed decision at a time.
