The Internet has changed the market place and changed the rules. It is important to ensure that Illinois producers are not disadvantaged as this technology unfolds in the marketplace.–STEVE SONKA
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The Internet has changed the market place and changed the rules. It is important to ensure that Illinois producers are not disadvantaged as this technology unfolds in the marketplace.–STEVE SONKA |
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Computers in agriculture– Internet connections expand communica- tion options |
Although the Internet is billed as a vast information resource, the key benefit it offers farmers and agribusiness is communication.
The Internet breaks down barriers of distance and time, allowing for efficient transactions, said Steve Sonka, an agricultural economist with the College of Agricultural, Consumer and Environmental Sciences (ACES) at the University of Illinois. Sonka has been evaluating the potential for computers in agricultural industries since the early1980s.
"It's interesting how computers have changed basic communications and behaviors over time," he said. "Now it's technologically possible to collect
and exchange scouting data using computers, but that was a 'new' idea not too long ago."
Computer technologies allow people to more easily carry out fundamental business transactions. Today people can send electronic mail requesting information from an Extension specialist on one of the College's 'ask an expert' Web pages. Tomorrow, they may use a digital camera to send a photo of a plant problem to a crop consultant. Sometime in the future, they may download a
scale ticket.
"These types of activities are happening right now on farms as well as in business offices. Computers and the Internet aren't the costly, intimidating, gee-whiz toys people once thought they were. They are practical, everyday tools that farmers will find more and more uses for, whether they're sending e-mail to their kids in college or someday ordering up a part for the combine," Sonka said.
Working with C-FAR funding, Sonka is exploring how electronic communications and the Internet can be used in Illinois agriculture. A first step was developing two new Internet websites for agriculture. The websites served as a test ground to prove whether the technology could be relevant. PorkLift is an information resource for the swine industry and includes an "ask an expert" e-mail service (http://www.aces.uiuc.edu/~pork/). MexSoy, an experiment in marketing intelligence, provides an electronic
linkage between Mexican customers
and U.S. suppliers (http://www.aces.uiuc.edu/~mexsoy/).
"We were looking for proof of the technology: Could we develop useful websites for particular industry purposes and what would they look like? A year ago that was a big uncertainty," Sonka said. "Both sites are successful. Now, the question shifts: What impediments prevent people from using the electronic communication technologies and how can those impediments be overcome?"
Internet technologies have changed quickly in the past year and so have people's attitudes, he noted. "People seem less impressed and more pragmatic about the technology."
Looking ahead at Internet use, Sonka said he expects that communication capabilities, rather than information resources, will continue to provide a strong draw for agriculture, particularly as multimedia communication technologies evolve. Also, a community of like users who share support, advice and experiences appears important for stimulating adoption.
Related C-FAR Research In addition to the MexSoy and PorkLift websites, C-FAR funds sponsored development of the Nutrition Analysis Tool (http://www.ag.uiuc.edu/~food-lab/nat/). Users can tap into a database and create an instant nutritional analysis of the foods that make up their daily diets. The database has more than 4,000 foods and is expanded as requests come in from users, according to Jim Painter, project coordinator at ACES. A second phase of the project includes development of an "energy calculator" to show energy of foods. The information is provided in tables now, but plans for future enhancements include graphic images that can be used to convey information about nutrition and energy to grade school children.Project & Updates |
