Go back a few generations, and chances are your family were farmers. Back-breaking agricultural labour has been the staple of human societies ever since we stopped being hunter-gatherers. And it still is in much of the world. In India, for example, more than one-fifth of the labour force still toil in fields. It’s below 2% now in the US; 1.1% in the UK.
When John and Charles Deere first set up shop in 1837, nearly three-quarters of Americans worked the land. Their company has long dominated the market for agricultural equipment today it’s the largest company of its kind in the world.
Yet in 2018, back-breaking agricultural labour is just about over and Deere’s business model has gone digital. The ancient words of the Biblical curse – “In the sweat of your face shall you eat bread” Genesis 3:19 – no longer apply.
While machines from the plough and the adze onwards have made agriculture more and more efficient, the digital revolution is set to have dramatic effects. After decades of preparation, Deere took the key step for customers in 2012 when it launched MyJohnDeere – an information system to help agricultural producers optimise the management of production data, equipment information and farm operations.
In 1994, it created the Precision Farming Group to look for evolving technologies that could make GPS more accurate and cost effective for providing location information to create yield maps. At that time, no one had proven that GPS could be used for vehicle guidance.
Twenty years later Deere is operating one of the most accurate GPS-based location systems in the world, which lets farmers track their planting, harvesting and more to an accuracy of less than an inch.
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