By Lara L. Sowinski, Group Editor, CropLife Media Group
The agriculture industry’s challenge to attract and retain labor is a perennial issue. However, the new generation of young people entering the workforce are discovering opportunities in agriculture that are novel and compelling. Ag tech is playing an outsized role in attracting young people to an industry that is both exciting and purpose driven.
Rob Clayton, Senior Vice President, Retail North America for Nutrien Ag Solutions, says that young people with the “big brains who are driving technology advancements want to do something that can change the planet,” and they’re finding a home in agriculture.
Clayton believes there’s an opportunity for agriculture to refresh the optics and change the narrative.
While agriculture has sometimes been cast as the antithesis to sustainability, agriculture today is at the forefront of promoting sustainability and it’s resonating with young talent.
The agriculture industry itself has an influential role to play in how it is perceived.
The traditional image of a farmer clad in overalls driving a tractor through the field is outdated in many respects, yet it prevails, in part because of the disconnect between food producers and end consumers.
For example, agriculture can do a better job of embracing what’s important to young people and those who desire to do something meaningful in life while contributing to an industry that has a critical mission.
“Agriculture’s purpose is to feed a growing world. Address climate change. Make a sustainable purpose for your kids,” he says. “Not only does agriculture provide meaning and purpose; it’s a lifelong career that offers personal satisfaction and financial success,” and the industry needs to get better at accentuating this undertaking.
For young people who are also interested in a career that comes with travel opportunities, working for a major company in agriculture can fit the bill.
Furthermore, agriculture is one of the few professions that will always have a steady supply of consumers.
People make decisions all the time about how to spend their money, “but they don’t decide whether they want to eat or not,” Clayton says.
“I’m a living example of this,” offers Clayton, who grew up in New South Wales, Australia, and worked his way up at Nutrien.
“Now you have an Australian heading up the North American business,” he says. “At the same time, my counterpart, Kelly Freeman, grew up on a farm in Canada and is currently running our Australian business.”
Digital Ag Needs New Skills
The agriculture industry today is going through significant transformation and it’s happening at lightning speed.
“We’ve got to build a different workforce than what we’ve had in the past,” Clayton says. “We’re using satellite technology, data scientists, and we’re now competing with companies like Google and Microsoft for talent.”
Although young people who grew up on a generational farm or whose early life was involved with agriculture are somewhat more likely to continue their professional lives in agriculture, “we need to attract more non-traditional candidates such as those that haven’t previously considered a career in ag, but are looking for a job in technology, and other groups that aren’t as well represented in ag, such as women,” he says. Simply put, “We need the best and the brightest.”
The experts in the talent acquisition side of the ag business agree with Clayton’s observations.
They have some unique insights, as well.
“The ability to see your company making an impact is an advantage that ag tech has over many other roles in the overall technology sector,” Waschek says. “It’s a big point of attraction for young talent.”
According to Mark Waschek, President of Ag1Source, which specializes in executive and professional agriculture recruitment, not only is there a “cool factor” associated with ag tech, there’s also a strong alignment with the specific values of the new generation.
There are other benefits of ag tech that represent a departure from the traditional agriculture lifestyle, he adds, including the ability for remote work and/or not having to live in a rural market. There’s also increased potential for flexible schedules and more focus on work-life balance.
Waschek notes that there’s a high demand for ag tech talent and the market is willing to compensate top talent in this sector.
When it comes to ag tech, “There’s uncapped career potential,” he says.
Furthermore, “You don’t need an ag background to be successful in ag tech. And if you want to be part of a team that is making a positive impact on the environment, it might be challenging to see and measure that at Google, Apple, or Microsoft,” Waschek says.
“They [big tech companies] may be able to claim they improve lives, yet they’re not able to show how they directly impact the environment, food, sustainability, etc., that many are looking for in a career or from an employer.”
He explains that some of these job seekers may have grown up in rural markets but didn’t pursue ag careers, while others have spent their entire lives and careers in metropolitan markets.
Based on the trends that Waschek has monitored in his business, “We have seen a significant increase in folks with non-ag backgrounds seeking opportunity to get into the ag and ag tech sectors over the past five years.”
However, there’s a common thread in the reasons they’re interested in a career change, which tend to fall into those categories he mentioned.
Justin Quigley, Founder and CEO of Fresh Talent, a human capital management firm, says that “tech savvy young people are drawn to industries that embrace cutting edge technology. The integration of technologies like precision agriculture, AI-driven analytics, and autonomous machinery in agriculture is seen as an exciting opportunity to apply their skills and knowledge.”
Quigley emphasizes the crucial role ag tech plays in addressing global challenges such as food security and sustainability.
“Young professionals are increasingly concerned about these issues and are motivated to work in an industry that uses technology to optimize resource use, reduce waste, and minimize the environmental footprint of agriculture,” he says.
The combination of technological innovation, sustainability goals, diverse career opportunities, and success stories within the ag industry “makes it an attractive choice for the younger generation.".
There are other aspects attracting young talent, Quigley adds.
“The ag tech sector has seen a surge in entrepreneurial activity, with many young individuals starting their own ag tech companies,” he says. “The potential to make a significant impact on the industry while pursuing entrepreneurial ventures is a strong motivator for young talent.”
Meanwhile, more universities and tech schools are offering specialized programs in ag tech, “which provides young people with the knowledge and skills needed to excel in this field. This educational support further enhances the appeal of ag tech careers.”
The combination of technological innovation, sustainability goals, diverse career opportunities, and success stories within the ag industry “makes it an attractive choice for the younger generation,” Quigley says. “As the industry continues to evolve and embrace new technologies, it is likely that more young talent will be drawn to the exciting possibilities that ag tech has to offer.”
