European and North American farmers lead global agtech adoption, with about 61% currently using or planning to adopt one agtech product in the next two years. However, high costs (52% in North America, 48% in Europe) and unclear ROI (40% in North America) are major barriers to adoption, along with complexities in setup and use (32% in Europe). While larger farms have higher agtech adoption, small and medium farms still make up a significant portion of the market. (Authors: David Fiocco, Vasanth Ganesan, Maria Garcia de la Serrana Lozano and Hussain Sharifi)
(full article) > https://www.mckinsey.com/industries/agriculture/our-insights/agtech-breaking-down-the-farmer-adoption-dilemma#/