The world’s innovators recognize that for advanced technology to be used for its intended purpose, it must be simple and easy to use. Such is the mantra of the Dutch machinery company Agrifac, which builds a foundation of “brilliant and simple” into its high-tech farm equipment. The company knows that in farming, there’s no time for anything to be complicated. And with the pressure on global food production to meet the growing population, today’s most advanced farm technology must be intuitive and efficient for those who use it. Like Agrifac, farmers may also be able to use the same approach of simple and brilliant knowledge mobilization to explain agriculture to an increasingly scrutinizing public.
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