Episode 37 - Making a Meal of Market Intelligence:- Relationships, Rolodexes and Returns with Rohan Rainbow

In this episode, I had the opportunity to catch up with my colleague, business partner and good friend, Dr Rohan Rainbow, who has been a leading voice in the implementation of agricultural technologies in Australia for over 30 years. His early childhood journey moved him from suburban Melbourne to farming in rural Victoria, followed by South East South Australia and then settling in the Clare Valley in South Australia. He completed his PhD with The University of Adelaide while working on his agricultural research at SARDI, followed by work as an independent consultant, plus executive officer to both the SA No-Till Farmers Association and establishing the Society for Precision Agriculture Australia, then research investment with the Grains Research & Development Corporation. In 2014, he established his consultancy Crop Protection Australia and in 2018, with myself and Leecia Angus, established AgTechCentric.

Our discussion started with his formative years on farm and how his PhD in soil physics and mechanics set the scene for how engineering parameters can improve crop establishment. In moving into research management, we noted that adoption and extension are easily overlooked in tech transfer circles and yet, are critical to the success of any new technology or practice. Rohan talked of the importance of field days, and the themes that came through were the need for clear value propositions for new technologies, particularly in the context of significant capital expenditure and/or practice changes needed for technology adoption. Rohan reinforced an observation Spiegare blogged about around venture investment in agtech in 2020; that not everywhere is the same – soils, equipment, people –for starters! We then talked about early adopters and the merits of ‘first vs fast followers’ in agriculture. We noted that someone has to go first in order for there to be a fast follower!

We then explored Rohan’s motivations to establish himself as an independent consultant. Recognising the need for technical advice into regulatory and policy discussions, he has worked closely with Grain Producers Australia and, more recently, CropLife Australia on a range of issues. We also discussed the Precision to Decision Report that Rohan led in 2018  – a report that contributed to the foundations of agtech adoption and investment in Australia. We discussed the AUD 20.3 billion potential value identified that agtech could release, progress toward realising that ambition and some of the dynamics in agtech solutions, data stewardship. and satellite markets that have unfolded since the publication. We also touch on the tech transfer challenge around the need for all the components to come together to deliver value.

We conclude our conversation with a discussion around pesticide access in Australia, and the market and regulatory dynamics that are arguably setting Australia at a disadvantage in accessing cutting edge approaches to crop protection and weed management. Rohan’s final thought is quite poignant from an Australia agriculture perspective, in that, Australian growers are quick to adopt technologies that work for them, because they have to!