This is an awesome story. The only thing I would add/echo Veronica on is that on the producing end, growers are struggling a lot more than the three reasons you described when considering the adoption of new innovations. I would add the agriculture is a very risky endeavor (and climate change makes it riskier and riskier all the time) and growers don’t have thick margins to protect them in a bad season. Growers also usually need a whole season to see if a new technology can really be effective, which creates a tremendous amount of risk and means that new innovations have to be amazing right out of the gate (failure is not an option).

In terms of the food supply chain, I think this intense aversion to taking on the risk associated with innovation trickles down. Alternative models (indoor ag, etc.) might help distribute the risk of innovation better for growers and the food system in general.

To encourage more innovation in food, we can’t just address one link in the supply chain, we have to encourage sustainable innovation at every level and build linkages between growers, processors, retailers, and consumers so that the economic risks of better food aren’t taken on solely by farmers. (I think Provender is moving in that direction?)