Our Managing Director, Jim Wilson, has just returned from an incredible trip to Brazil, where he spoke at the annual precision agriculture conference at the invitation of the Brazilian Association of Precision Agriculture Service Providers.
He represented European precision agriculture and shared how data-driven technology and innovation are transforming farming across the continent. The conference took place in Brasília and brought together leaders from across the precision ag sector.
The journey itself left a strong impression. Jim drove through central Brazil from the Paraguayan border to Brasília. For thousands of kilometres, crops stretched in every direction — soybeans, maize, and vast grassland supporting Brazil’s renowned beef industry. In many regions, farmers harvest two crops a year. The scale and productivity are remarkable.
Brazil’s diversity stood out just as much. Alongside the major commodity crops, growers produce an extraordinary range of fruit and other produce — some varieties Jim had never seen before. One of the photos here shows Jim sampling the commonly consumed caldo de cana (sugarcane juice), often served with lime or pineapple juice.
What stood out most, however, was the people. Warm, generous, and deeply passionate about agriculture, they made the visit unforgettable.
