--- title: "Fera at World Agri-Tech USA: Reflections on Innovation, Sustainability, and the Future of Farming" description: "Insights into World Agri-Tech Innovation Summit: Neill Hogg shares his experience of the event and the direction the agri-food industry is taking." image: https://blog.fera.co.uk/hubfs/shutterstock_2479594571.jpg --- [![About Featured](https://blog.fera.co.uk/hs-fs/hubfs/raw_assets/public/FeraScience_April2022/images/Erics_mm.jpg?width=691&name=Erics_mm.jpg "About Featured")](https://www.fera.co.uk/about-us/stimulating-innovation-in-the-agri-food-sector) ### Stimulating Innovation in the Agri-food Sector Watch the latest videos of science innovation at work - locally. 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[Read more](https://www.fera.co.uk/news/making-mesocosm-studies-fit-for-the-future/) [![Crop Health Featured](https://blog.fera.co.uk/hs-fs/hubfs/raw_assets/public/FeraScience_April2022/images/crop-health.jpg?width=400&name=crop-health.jpg "Crop Health Featured")](https://www.fera.co.uk/crop-health/sample-shipping-information) ### Plant Sample Submission Form Submit your plant/crop sample - please read these guidelines. [Read more](https://www.fera.co.uk/crop-health/sample-shipping-information) [![Crop Health Featured](https://blog.fera.co.uk/hs-fs/hubfs/raw_assets/public/FeraScience_April2022/images/Food.jpeg?width=400&name=Food.jpeg "Crop Health Featured")](https://www.fera.co.uk/news/brexit-will-make-determining-pesticide-levels-in-foods-even-more-important/) ### Brexit will make determining pesticide levels in foods even more important World population has increased from one billion in 1800 to 7.7 billion today. During this period, the use of pesticides has played a critical role to protect crops from insects, weeds, diseases and moulds, ensuring that food supply keeps up with the increasing demand. [Read more](https://www.fera.co.uk/news/brexit-will-make-determining-pesticide-levels-in-foods-even-more-important/) [![Environmental Featured](https://blog.fera.co.uk/hs-fs/hubfs/raw_assets/public/FeraScience_April2022/images/environmental.png?width=508&name=environmental.png "Environmental Featured")](https://www.fera.co.uk/land360-land-management) ### LAND360 A science-based approach to systems level landscape management of natural capital [Read more](https://www.fera.co.uk/land360-land-management) - [Home](https://www.fera.co.uk/) - [Fera Science Blog](https://blog.fera.co.uk/fera-science-blog) - **Fera at World Agri-Tech USA: Reflections on Innovation, Sustainability, and the Future of Farming** # Fera at World Agri-Tech USA: Reflections on Innovation, Sustainability, and the Future of Farming ![Fera at World Agri-Tech USA: Reflections on Innovation, Sustainability, and the Future of Farming](https://blog.fera.co.uk/hubfs/shutterstock_2479594571.jpg) ## Fera at World Agri-Tech USA: Reflections on Innovation, Sustainability, and the Future of Farming 15 April 2025 Events like World Agri-Tech can take a little time to digest. In March, members of the Fera team attended the **World Agri-Tech Innovation Summit in San Francisco**, our first time at this flagship event in the agricultural technology calendar. With no prior experience of the summit, we arrived with open minds. What struck us immediately on day one was the sheer diversity of attendees - from large multinational agrochemical businesses to independent growers from across the globe. The truly international nature of the event highlighted the global scale of both the challenges and opportunities facing agriculture today.   Farmers at the Centre of the Conversation One theme echoed consistently across keynotes, panel discussions, and our own hosted Roundtable: farmers and growers must remain at the heart of Agri-tech innovation. No matter how advanced a technology or promising a new solution may appear in theory, its real-world success ultimately depends on how well it fits within a grower’s operational context. There was a shared recognition that while innovation is vital, there is a delicate balance to be struck. When technology races ahead of the market, it can outpace both the appetite and ability for adoption, leading to a situation where solutions exist in search of a problem that farmers aren’t ready – or able – to solve just yet.![Fera at World Agri-Tech](https://blog.fera.co.uk/hs-fs/hubfs/WAT%206.jpg?width=350&height=263&name=WAT%206.jpg) This challenge was particularly evident in conversations around digital platforms, automation, and AI. While these tools hold incredible promise, the industry needs to be careful that adoption isn’t hindered by complexity, cost, or misalignment with on the-ground needs.   Sustainability as Standard It was also clear that sustainability is a central expectation of these organisations. Whether in discussions around investment, product development, or policy, topics like soil health, biodiversity, and climate resilience took centre stage. It was encouraging to see that sustainability was not a ‘nice to have’, but a fundamental requirement for any product or service entering the agricultural market. In fact, you’d have been hard-pressed to find any exhibitor that wasn’t addressing at least one of these areas, either directly or indirectly. The shift in mindset across the sector is palpable. Products aren’t just being judged on efficacy or cost, but on their ability to contribute meaningfully to environmental goals. This aligns closely with Fera’s mission to enable a more sustainable and secure food system through innovation and science.   The Startup Buzz One of the real highlights of the summit was the dedicated space for early-stage businesses. The ‘Startup Arena’ provided a vibrant hub where novel companies - many working in the biopesticide, biostimulant, and biofertiliser space - could showcase their innovations. The energy was infectious, and the drive of the founders was unmistakable. ![Fera at World Agri-Tech ](https://blog.fera.co.uk/hs-fs/hubfs/WAT%209.jpg?width=275&height=206&name=WAT%209.jpg)However, amidst the excitement was a sobering reminder of the hurdles these businesses face. Many spoke candidly about the uphill battle of moving from promising lab-based innovation to full-scale commercialisation. The costs associated with trials, data generation, and regulatory approval - particularly in areas like biopesticides there remain significant barriers to entry. It’s a well-known issue in the industry, but being confronted by the volume of startups facing these same challenges brought it into sharper focus. At Fera we are fortunate to support many startups with the tough journey to market, and given the increasing urgency for alternatives to conventional crop protection and inputs, we’re always looking for better ways to support these innovators. Looking Ahead Attending World Agri-Tech USA gave us valuable insight into the direction the industry is heading and reaffirmed our belief that collaboration between science, industry, and growers is the key to unlocking the full potential of innovation. As an organisation committed to supporting agri-food resilience and sustainability, we left the summit inspired by the ideas we heard and the people we met. We’re already looking forward to future events and continuing to play our part in shaping the future of food production, one rooted in science, driven by innovation, and grounded in real-world impact.                                                            _____________________________________________________________________________________ If anyone wants to discuss any of these points further, please reach out below or via [LinkedIn](https://www.linkedin.com/in/neill-hogg-b55958106/)! 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