The Precision Irrigation Story | by Andy Smith

I recently had the privilege of attending and participating in the Water for Food global conference in Seattle. As an irrigation professional for most of my adult life, I listen to the dialogue in such conferences with a tainted opinion. I know we will have the solutions it will take to feed and clothe the world's population in 2050. We will even have the luxury of being able to produce excess biomass for energy and other bio-based products. The question is, will the marketplace, public policy and society allow us to execute and meet the challenge?

I make the above statement based sheerly upon science. However, advancing and sustaining the global agricultural system requires a balanced, three-pronged approach, with equal regard for social, environmental and economic considerations. An environmental system will not work without supporting social and economic systems. A social system will fail without a healthy economic and environmental system, while the best economic system can cripple social and environmental systems. Finding a balance is key.

It is also important to recognize the need for sustainability strategies to be locally adaptable. In an extreme example, it is clear that farming in Arizona looks much different than it does in my home state of Michigan, and it should. Social, economic and environmental systems vary by field, farm, locale, region and country. Too often, public policy is written in one-size-fits-all mode and it is ineffective because it is irrelevant when applied locally. While global, national and regional agricultural policies are important, such policies have to be adaptable to harmonize with field-level, social, environmental and economic needs.

So why is any of this important? The readers of this blog represent a local piece of the global agricultural system. There are many voices being heard about what agriculture should be doing, or not doing, to meet the needs of a growing global population. Unfortunately, agriculture has become so productive; we need fewer people to feed the world. Our voices are often drowned out by uninformed opinions, or worse, absent from the discussions that decide what agriculture should look like in the future. 

In this age of non-stop news and viral social media, it is more important now than ever to participate in the dialogue and tell The Precision Irrigation Story to those involved in rule making and governance at all levels impacting agriculture.

Tip O'Neill once said, "All politics is local." I think this is particularly true with agriculture. Especially precision irrigated agriculture.

Speaking up should be easy. The irrigation industry, particularly Valley_®, has a great story to tell. We have developed the means to surgically apply precise amounts of water where it is needed, when it is needed, with variable rate application technology. We are developing mechanisms to empower growers to share and consume information across a variety of farm management systems (BaseStation3™ and Irrigation Exchange™), leading to a more holistic approach to water management in harmony with telematics, sensors, biotechnology, software and supporting infrastructure. The tools are there now and they are continuing to expand and get better every day. And the good news, it’s working!

In the U.S., we are using less water than we did in 1970. Things like this don't happen by accident. Improving the way we irrigate has been a big contributing factor. Agricultural output continues to increase while inputs decrease. We are also proving that land can be farmed and made better at the same time. Farming is not linear, it is cyclical, as is water. Each time we place that seed in the soil represents renewed opportunity. So too, the practice of precision irrigation can represent a regenerative step in the hydrologic cycle.

Trends in total water withdrawals by water-use category, 1950–2010. (® U.S. Geological Survey)

At the Water for Food conference I kept hearing a term I have grown very fond of over the last several weeks: "sustainable intensification." It provides opportunities for optimizing crop production per unit area, taking into consideration the range of sustainability aspects including potential and/or real social, political, economic and environmental impacts.

Our commitment is to continue to develop more and better precision irrigation tools to help fulfill that goal. Be proud of what you do in precision irrigated agriculture and thank you for making Valley your partner in precision irrigation. 

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Andrew Smith Director of Industry Relations Andy has spent more than 27 years involved in the irrigation industry as a farmer, contractor, designer, salesman, and trade representative. At Valley, he manages strategic relationships for mechanized irrigation technology across a broad range of applications. Andy lives in northern Michigan with his wife, Kim, and his daughter, Madison, and enjoys a variety of outdoor activities.

Valley Values – Advanced | by Matt Ondrejko

Advanced Technology is all the rage these days and is a key buzzword in every company’s marketing arsenal. To be honest, we often use it here at Valley® as well. In fact, Advanced is one of our five Valley Values – along with Reliable, Durable, Precise and Responsive. But, I think it is important to take a step back and really discuss what Advanced Technology means to growers.

At Valley, we approach technology as a means to make the user or the product more efficient, durable, or productive, not just in terms of megabytes and apps, but on the steel and rubber as well.

Advanced Technology is something every engineer and product manager incorporates into the new designs and ideas we test and develop. We look for the latest and greatest ways to make and coat steel, reduce flat tires, and remotely communicate with the pivot. This technology is meant to bring a better quality of life to our customers by reducing downtime and maximizing up time, so more personal time can be spent doing the things they really want to do.

Often technology is pushed on the consumer as a must have or a way to make things easier, with the company offering it not really understanding how the product will be used.

At Valley, we work hand in hand with our growers and dealers testing and evaluating what they like and what really makes them more efficient. We deliver technology, but on their terms, aimed at their needs and desires.

Technology is constantly changing and evolving. At Valley, we are leading the way, advancing the pivot and the way the world irrigates.

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Matt Ondrejko VP Global Marketing The one word that can sum up Matt is "enthusiasm!" He likes to be on-the-go and have fun along the way. Matt loves music and the 1980s era. He is a child of the MTV generation and has a deep appreciation of all music genres (specifically, he is a huge Dave Matthews Band groupie). Matt has traveled to more than 70 countries around the world and enjoys learning about different cultures and people. He spent three years living with his family in Leuven, Belgium, trying to enjoy as many of the 700+ beers they brew there.

Investing in Agricultural Technology | by Andy Smith

It is hard to open any agricultural trade publication and not find reference to the topics of variable rate technology, positioning systems, and a multitude of software applications. For those of us who have been around awhile, it is amazing to see how technology has impacted every facet of our lives. In agriculture, this has certainly been the case. Imagine if 40 years ago, you told your dad that in the year 2014, we would be placing seed with sub-inch accuracy with no hands on the steering wheel? Times have certainly changed.

This rapid advancement has been very hard to keep up with, both mentally and financially. For every success story in precision ag, I hear an accompanying horror story. The path to adopting precision ag can be both frustrating and rewarding. Without a doubt, the tools are getting better, but it is still important to use caution when considering investments in ag technology. Here are a few things to consider:

1. What is the track record of the product? No matter what, it is important to ask how any product has performed during testing or deployment in the field. It is even better to get some references that can be consulted prior to purchase. With new products this can be tough, but there should be some proof available to suggest the product performs as promised.
2. What problem does the product solve? I have seen several technology offerings that are simply distractions. Let’s face it, there are a lot of neat things available and while the “cool factor” is indeed something to consider, technology is an investment. It has to improve yield, efficiency, and/or profit to be considered an investment.
3. Is the supplier/provider a good partner? Technology companies have come and gone. It seems like every day there is a new player entering the ag technology market. Trust and stability are still excellent qualities. Everyone has problems from time to time, but not everyone has solutions. Make sure you can get help when you need it.

Farming is one of the most challenging occupations. The insertion of technology in farming has created both opportunity and complexity. The challenge is turning complexity into opportunity. At Valley_® we are committed to the irrigation technology challenge and have been since 1954. The difference between then and now is the focus. The opportunities for improvement today are heavily influenced by data and electronics. But we haven’t forgotten that our core challenge is to use every available technology to deliver irrigation to the field where it is needed, when it is needed, as efficiently as possible.

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Andrew Smith Director of Industry Relations Andy has spent more than 27 years involved in the irrigation industry as a farmer, contractor, designer, salesman, and trade representative. At Valley, he manages strategic relationships for mechanized irrigation technology across a broad range of applications. Andy lives in northern Michigan with his wife, Kim, and his daughter, Madison, and enjoys a variety of outdoor activities.

Valley Values – Responsive | by Matt Ondrejko

In prior posts, I have discussed three of the five pillars of what we call “Valley_® Values.” Those three pillars; Reliable, Durable and Precise, are the backbone of what has made Valley the leader in precision irrigation and the best in the world. But today’s pillar – Responsive – is something that growers have come to associate with the Valley brand promise – something that comes with owning the world’s best irrigation equipment.

I could explain all the ways in which Valley equipment, our manufacturing process, and our technology are Responsive to evolving needs of growers and the demands of today’s changing world. Instead, I will focus on what truly sets us above the competition globally, our Valley dealer network.

Your Valley dealer is the one who is most Responsive to your needs, demands and urgent requests. Your Valley dealer is the one who can service a down pivot on a moment’s notice, or help you load your VRI prescription with ease and confidence. Your Valley dealer is the person beside you in the field during a drought or after a storm has caused damage, developing a plan to get your operation working as soon as possible. Your success is his success and vice versa.

We, at Valley, select and appoint our dealers with the utmost care and attention. They must be the best at what they do, they must be willing to do whatever it takes to keep you up and running, and they must bleed Valley blue! Valley dealers represent the true meaning of Responsive. We are as lucky as you to have a team of dealers that make us all successful!

The Valley dealer network = Responsive!

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Matt Ondrejko VP Global Marketing The one word that can sum up Matt is "enthusiasm!" He likes to be on-the-go and have fun along the way. Matt loves music and the 1980s era. He is a child of the MTV generation and has a deep appreciation of all music genres (specifically, he is a huge Dave Matthews Band groupie). Matt has traveled to more than 70 countries around the world and enjoys learning about different cultures and people. He spent three years living with his family in Leuven, Belgium, trying to enjoy as many of the 700+ beers they brew there.

Valley Values – Precision | by Matt Ondrejko

The Valley_® brand tag line is “The Leader in Precision Irrigation.” 

Valley VRI Zone Control can divide a field
into more than 5,000 management zones

This statement was not arbitrarily chosen or one that simply sounded good to us. On the contrary, it encompasses the approach we take on every product we build, every solution we engineer, and every application we develop for our customers.  

We – here at Valley – pride ourselves on the reliability and durability we build into every product that we engineer and manufacture, and that is a direct function of the strict quality standards we hold ourselves to. The precision in our manufacturing processes result in products that are efficiently and correctly built time and time again, assuring our customers of the Valley quality they have come to expect over the last 60 years.  

Our engineered solutions, such as Variable Rate Irrigation, water application, and BaseStation3™, provide our growers with precise water application and remote management when and where they need it.  

Precision is ingrained in our way of life at Valley.  

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Matt Ondrejko VP Global Marketing The one word that can sum up Matt is "enthusiasm!" He likes to be on-the-go and have fun along the way. Matt loves music and the 1980s era. He is a child of the MTV generation and has a deep appreciation of all music genres (specifically, he is a huge Dave Matthews Band groupie). Matt has traveled to more than 70 countries around the world and enjoys learning about different cultures and people. He spent three years living with his family in Leuven, Belgium, trying to enjoy as many of the 700+ beers they brew there.

Valley Values – Durability | by Matt Ondrejko

One thing that amazes and inspires me is seeing Valley_® center pivots in the field that have been operating for 30+ years. Around the world, it is not uncommon to meet a grower who is proud to tell you his first pivot was a Valley and it is still running today. Heck, here in Nebraska, you can still see original Valley water-drive units in operation.  

The Durability of a Valley pivot is known throughout the world. That Durability is a key reason why the majority of irrigators continue to buy and recommend Valley machines to their friends and neighbors. Our customers work hard and expect their equipment to do the same thing. Valley delivers on that expectation.

Here at Valley, we have made changes to bring technology and product enhancements to the market to meet the changing needs of our customers. However, one thing we build into any change or upgrade is the promise of Durability that made the Valley name what it is today. The Valley brand is built on our performance through the years. Future success requires us to uphold and strengthen the key traits anchoring that performance.

Lasting brands stand the test of time and persevere through all the elements they are exposed to. Through blazing heat and windy winters, Valley pivots stand tall and are built to last. That’s the Durability promise that you can count on.

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Matt Ondrejko VP Global Marketing The one word that can sum up Matt is "enthusiasm!" He likes to be on-the-go and have fun along the way. Matt loves music and the 1980s era. He is a child of the MTV generation and has a deep appreciation of all music genres (specifically, he is a huge Dave Matthews Band groupie). Matt has traveled to more than 70 countries around the world and enjoys learning about different cultures and people. He spent three years living with his family in Leuven, Belgium, trying to enjoy as many of the 700+ beers they brew there.

Valley Values – Reliability | by Matt Ondrejko

Reliability is a term/feature that gets thrown around a lot by companies nowadays when they talk about how much better their products are than other brands. In fact, it has become a word that many consumers have grown weary of. However, there are people in certain industries and lines of work that require Reliability as assurance that they are getting the best proven product and that they have one less thing to worry about on the job.

In my seven months here at Valley®, I have heard the word Reliability come out of the mouth of every grower and dealer I have met when they tell me why they chose a Valley product for their operation.  

Reliability is not a label that can just be slapped on a product, it has to be earned. Reliability is something gained by days and years in the field, performing at the same high level every time. Reliability is something that maximizes your up-time and provides that sense of security that you don’t need to worry if it will work when you press the ON button. Reliability is something that the people of Valley take very seriously, because our growers and dealers do. It is our reputation and our legacy that drives the reliability we have all come to expect from a Valley product.

Valley Reliability is not something I have created, or that the current staff here has created, but we continue to deliver it with every new product we bring to market. The Reliability expectation we have achieved has been developed and delivered on with every passing year. Reliability is a value we will continue to deliver on tomorrow and well into the future.  

This is our commitment to you.


Click below to learn more about the Reliability of Valley products.

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Matt Ondrejko VP Global Marketing The one word that can sum up Matt is "enthusiasm!" He likes to be on-the-go and have fun along the way. Matt loves music and the 1980s era. He is a child of the MTV generation and has a deep appreciation of all music genres (specifically, he is a huge Dave Matthews Band groupie). Matt has traveled to more than 70 countries around the world and enjoys learning about different cultures and people. He spent three years living with his family in Leuven, Belgium, trying to enjoy as many of the 700+ beers they brew there.