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This time of year, I'm asked to look into a lot of different products to determine whether or not they'll serve a desired purpose. Ag products are predominantly marketed based on yield outcomes, but I think this skips over too many important steps.
I like using analogies, and for this one, let's consider something as simple as removing a stubborn bolt. Most of you have probably seen this:
So, let's say the ratchet handle is the tool of choice, but the socket is from a $10 socket set from Wal-Mart. I bet most of you have busted through a socket at some point, and invented some words shortly afterwards. You need a stronger socket for the task...
Now, there are some higher-priced socket sets that look pretty and come with a "fancy" homeowner's kit. Still weak metal. What's the difference? The alloy. A stronger socket is needed, so a stronger metal is the fix in this case.
The underlying chemistry is important to getting the task done. Having the stronger metal doesn't finish the chore, though. Too much strength to a weakened bolt may shear it off, leading to the next step of the project. Then, the quality of the drill bit comes into play.
Like most projects, there are endless ways they can go, but if you have the right tools at hand, you can be ready for anything. If you have the wrong caliber of products, you're introducing myriad ways of things going wrong.
So, what's the analogy to ag products here? Ag products are marketed in a very odd way. Most aren't selling you something based on the specific part of the project you're working on. A component is sold with the assumption that everyone needs it in every circumstance.
"Use THIS, and you'll have THAT result." Ok, back to the tool analogy: "If you use THIS socket, you're project will be successful." That may be true, as long as you need a socket to complete the project. It'll do you no good if you're hanging drywall in the office.
Back to crops: Product sellers work very hard and spend lots of advertising and marketing dollars to convince you that their product provides benefits. A good marketing company is behind flyers, websites, videos, mailers, and the company's overall message.
But as yourself, what's the tool? What does the product do? What are the ingredients? What are the chemistries of those ingredients? Most importantly, do I have a grasp on why I'm using it? When should I be using it? Why and when can it provide a benefit to the crop?
As an example, I have a cotton grower who was sold a special type of boron product. The product was touted as vastly superior to its competitors, and cost was reasonable. Ok, excellent... so, what is it? Turns out, it's boric acid blended with a low rate of nitrogen.
I asked the grower "when are you adding B to your crop?" He said that he mixed boron in with his N applications. So, why use a form of B that's more diluted, along with a form of N that's more expensive than the UAN he's already using?
He still bought the N+B product. Did it show results? No. Should there be any surprise? No. But the marketing worked. He was sold a socket for a drywall project. Wrong tool.
I encourage growers to look at ag products as tools. There are varying qualities. Don't let cost fool you. Some of the most expensive liquid components are just re-packaged versions of cheaper products. Get into the labels, and understand the chemistries as best you can.
When deciding which tools to use, consider your project. Do you need the benefits that the product is designed to deliver? Is the product designed in such a way to do what the seller is telling you it will do? Does the seller have a grasp on what you're trying to do?
Adding a product into your system that doesn't have a path toward improvement won't do much good. Again, if you're changing a tire and someone sells you a framing nailer, it's not going to do you much good on the task at hand. I see this disconnect in many programs I work with.
The majority of my work spent with my growers involves picking the right tools rather than throwing random products together. What do you need, which form, at what rate, at what timing? And WHY do you need it? What's the goal?
I hate guessing. I do like hypotheses/conjectures. Those are goal-oriented and can be tested. I have several expected outcomes in mind prior to getting results. The results simply show which hypothesis was wrong.
In summary, the next time you're on the receiving end of a great sales pitch, here's my advice on challenging it so the seller can prove him/herself. Ask a few questions:
-Why do I need it?
-What's in it that makes it does what you claim?
-Why do I need it?
-What's in it that makes it does what you claim?
-When given a use rate, ask how that rate was determined. This is especially useful with in-furrow suggestions from companies. "Use 8 gal/ac." Why? Why not 6.5 gal/ac? How about 10 gal/ac? What about 2 gal/ac?
It's not to be mean, it's a legitimate challenge.
It's not to be mean, it's a legitimate challenge.
-Ask how the product differs from what you're already using, or how it differs from other similar products on the market.
-If you hear terms you're unfamiliar with, ask what those are and why they're beneficial.
-If you hear terms you're unfamiliar with, ask what those are and why they're beneficial.
That last one is becoming important. Companies are using terms regarding amino acids, novel chelation types, and chemical nutrient forms that sound unique. Test them to see if they know about what they're saying. Again, not to berate or to be skeptical, but to challenge.
It amazes me at times that a company can claim to know exactly what you need to improve crop production without spending any time analyzing your production methods and farm data. Don't let them do that to you. Make them prove themselves.
If you were trying to loosen a bolt, and the tool guy was there with his truck, it'd be an easy test. The tool will either hold up or break under pressure. In crop production, it's obviously not that easy, but you can still use logical thought to evaluate a tool's potential.
Ok, I got long-winded yet again, so if you made it this far, thanks for your time, and I hope that the analogy made sense!
