Precision farming partnerships are nothing new, especially in terms of developing robust agronomic offerings to farm customers. According to the 2017 Precision Farming Dealer Benchmark study, nearly 40% of dealers and retailers offering agronomic services are utilizing third party partnerships.

Continuing the trend, this week, four agribusinesses announced a joint venture to form FieldReveal, a service platform designed to help agronomists work more closely with farmers. 

The four collaborating companies are Wheat Growers, Landus Cooperative, Central Valley Ag and WinField United, all of which are expected to hold equity positions in the new joint venture, pending final approval from each organization.

The joint venture will license its FieldReveal precision farming platform to additional ag retailers across North America and could be incorporated as part of retailers’ existing precision ag offerings.

The genesis of the FieldReveal platform was the MZB precision farming system from Wheat Growers, Precision Farming Dealer’s 2014 Most Valuable Dealership.

Precision farming manager Brent Wiesenburger (Wise-en-burger) says the key to the new agronomic tool is that it was designed to enhance the partnership between ag retailers, agronomists and their customers.

When you think about the technology space in agriculture, it is very dynamic. FieldReveal can’t develop everything. This joint venture will allow us to digitally connect to best-in-class technologies that bring our producers the best value.  I myself think about it as a “shark tank” for ag.  Think about four ag retail businesses that represent millions of acres in a room together with a company that provides a great technical solution for all of us.” 


Wiesenburger adds that the joint venture positions the companies well for future growth in the agronomic space, creating an enlarged footprint to preview or launch each company’s new technologies.