Monday 7 November 2011

Profile on… Agri Optics

Craige Mackenzie of Agri Optics recently spoke to the AIC about the company’s journey along the commercialisation pathway. The company has developed a range of innovative precision agriculture products with a focus on crop sensors and farm and field mapping technology.

1)    Briefly describe your business

Agri Optics New Zealand Ltd is a leading New Zealand precision agriculture provider with a focus on crop sensors and farm and field mapping technology. The company works alongside New Zealand farmers, contractors and industry to combine farm agronomics with innovative, new farm technology, helping farmers make commercial sense of their field data to improve their farm's economic and environmental sustainability.

2)    How did you generate the idea?

In 2008 I was awarded a New Zealand Nuffield Farming Scholarship and published a paper on “Understanding the Carbon Footprint in Farming Systems”. It was during this time that it became clear to me that Precision Agriculture was a key way to make progress in reducing the carbon footprint of farms. At this stage in New Zealand, there was no one to address this problem so I, along with my daughter, decided to start a business to address this need.

3)    What made you decide to progress it from just an idea to a real business?

I was looking to diversify my portfolio beyond my two existing farming businesses and also add value for existing customers of these businesses. In addition, I knew that I could use the Agri Optics products both within my businesses and for use in New Zealand agriculture as a whole. 

4)    What were the main challenges faced?

Technology, as is often the case, was a key challenge. Understanding it was a challenge but also the fact that there was nothing similar made things more difficult as we had to develop the processes, protocols and models ourselves. There was no one to bounce ideas off so it was a big learning curve for us.

5)    What tips would you pass on to other entrepreneurs who are starting out?

a)    Be open minded
b)    Have deep pockets!
c)    Collaborate with, and use the expertise of other companies
d)    Be patient
e)    Be clear in your mind of where you want to go
f)     Be strong and able to take the knocks that will inevitably come your way

6)    Knowing what you know now, is there anything you would have done differently?

To be honest I am pretty happy with the way things have turned out, although it has taken longer than I’d expected. Juggling what to tackle first was problematic as was ensuring I knew what the market needed.

7)    Where do you see the business in 5 years’ time?

I see Agri Optics as a strong, viable business with a solid reputation and processes, perceived as an honest solution for farmers.

8)    What would you suggest that the AIC strives to tell government about commercialisation?
With regard to technical innovation, more support is needed for existing companies as well as entrepreneurs and startups also need guidance.

On the ground, practical support is also critical.

9)    If you could have been responsible for any innovation, what would it be and why?

I am very proud of our SmartN nitrogen application system. This optical sensor technology enables you to measure and apply in a site specific manner to 30 cm accuracy in between every urine or dung patch and not on them in a pasture situation, in real time, a crop’s/pasture  nitrogen levels can also variably apply fertiliser depending on prescribed nitrogen requirements. 

This product has economic benefits, as the farmer only uses what is required, inputs are reduced, and nitrogen is applied only in areas of the pasture/crop that needs it. 

There are also environmental benefits, including reduced fertiliser runoff/nitrate leaching, and reduced greenhouse gas emissions.

10)   Which entrepreneur do you most admire and why?

Gareth Morgan, for truly thinking outside of the box and Sam Morgan, inventor of Trade me – because he simply got on with it.
 

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