World’s Leading Farm Equipment Maker Taps Tractor-Hailing Technology in Bid to Break Ground in Africa

Must Read

List of Guaranty Trust Bank Sort Codes & Branches (with addresses) in Nigeria

The sort code is a number that usually identifies both the bank and the branch where an account is...

Top 10 Most Expensive Universities In Nigeria

For many Nigerians, high-quality higher education is a luxury. There are many private universities who are known not only...

COVID-19: Laptops scarcity hits Europe as request floods Nigeria

The on-going COVID-19 crisis has sparked a spike in demand for laptops in Nigeria and Sub-Saharan Africa as Europe,...
World’s Leading Farm Equipment Maker Taps Tractor-Hailing Technology in Bid to Break Ground in AfricaWorld’s Leading Farm Equipment Maker Taps Tractor-Hailing Technology in Bid to Break Ground in Africa

Deere & Co., the world’s leading farm equipment maker, is joining forces with the “Uber of tractors” in Africa to bring to life a future where farmers summon any machine of their choice at the touch of a button from wherever they are.

World’s Leading Farm Equipment Maker Taps Tractor-Hailing Technology in Bid to Break Ground in Africa

Deere is outfitting its tractors with technology developed by Nigeria-based agritech startup, Hello Tractor, which also has offices in Kenya. The technology allows farmers to hail the machines via an app, monitors the vehicles’ movements and transmits usage information such as fuel levels.

The aim is to help the US company boost sales of it famous green and yellow John Deere tractors, a tough task in a continent with the world’s highest poverty rate and the least mechanized agricultural sector.

- Advertisement -

Deere is currently testing the technology — a small black box fitted beneath dashboards — on around 400 tractors in Ghana and Kenya. It told Reuters it plans to roll out the devices across Africa in the second half of this year, offering it to all contractors who buy its equipment on the continent.

Jacques Taylor, who heads John Deere’s sub-Saharan Africa business, said that the continent badly needs more machinery to develop its farming industry but most farmers don’t have the scale to justify a large investment.

“We would like to see that every farmer has access to mechanization,” he told Reuters. “The gap that we’ve identified is, how do we connect small farmers with tractor owners?“

Deere declined to comment on the investment costs for the rollout. The risks are clear; there is no certainty of any measure of success in Africa, which accounts for a tiny fraction of its global sales at present.

- Advertisement -

Held back by low incomes, tiny landholdings as well as a lack of bank financing, tractor numbers have long been stagnant on the continent, even as much of the developing world has experienced a boom in mechanization.

Read:  Ride the wave of the African Continental Free Trade Area, AfDB President Adesina Urges United Kingdom (UK) investors

Deere thinks it can help on the financing front: It told Reuters it could pull data from the Hello Tractor platform that showed in precise detail how farmers were using its equipment. That information, it said, could be used by the farmers — who typically lack credit histories — to help secure bank loans.

This would mean they could buy more tractors.

Read:  Africa Emerging Agritech Market Rate At €5.3 Billion, 94% Stays Untapped - Report

In central Kenya, a Deere tractor zig-zagged across a sun-drenched field, raking up dry grass and dropping bales of hay. The black box monitored its every move.

- Advertisement -

The tractor belongs to Agrimech Africa, a Nairobi-based agricultural services firm that has taken up the offer to have the devices installed on its Deere machinery. “They do technology. We do the management,” said Pascal Kaumbutho, who heads the company.

Agrimech, which is paid by farmers to work their land, hopes the new tech will help optimize its Deere tractors and connect them to new customers, allowing it to expand.

Kaumbutho, whose company manages a dozen tractors, envisions a future in which Agrimech runs a 1,000-strong fleet. “Right now, we’re reaching about 1,500 farmers,” he said. “Within the next two or three years, I’d like to reach 20,000.”

Such opportunities exist in markets across Africa, said Hello Tractor founder Jehiel Oliver, but companies like Deere have lacked the tools to develop them.

“Nigeria alone needs 750,000 (more) tractors to be on the global average,” he said. “Our technology is a market-maker for tractor manufacturers who want to sell into those markets.”

Deere’s annual revenue of about $40 billion is dominated by the Americas and Europe. It doesn’t break out numbers for Africa, but combined revenue from Africa, Asia, Australia, New Zealand and the Middle East was $3.9 billion last year.

Read:  Africa Emerging Agritech Market Rate At €5.3 Billion, 94% Stays Untapped - Report

Outside South Africa, the continent’s most developed economy, around 80 per cent of African cropland is still cultivated by hand. Yields are half the global average. With its population set to double by 2050, increasing productivity is a necessity.

One of the big barriers to mechanization is finance; though agriculture accounts for around a quarter of Africa’s economic output and some 70 per cent of jobs, banks often view farmers as high-risk because of the lack of credit histories.

“It’s one thing to go to a bank and say ‘You know. Hey, I work very hard.’ It’s another thing to be able to show it,” Kaumbutho said.

Deere said the data from the Hello Tractor platform shows how often equipment is in use, how much land it’s working, and whether it’s tilling, planting or harvesting. That information can be used to create financial statements, it added.

Tshepo Maeko, vice president and head of agrisales at South African-based lender Absa, sees potential to unlock more lending in this kind of technology which gives banks a fuller picture.

“We will be able to see how big the risk is or how big the opportunity is,” he said.

Deere is working with Hello Tractor and the banks to format the data to create easily digestible automated reports. No loan decisions have yet been made based on the information.

But Antois van der Westhuizen, John Deere Financial’s managing director for sub-Saharan Africa, said that should be possible by the time the scheme is rolled out across Africa.

“The banking systems are trying to adapt,” he said. “It’s a journey for us to really get them to understand it.”

 

- Advertisement -

LEAVE A REPLY

Please enter your comment!
Please enter your name here

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Latest News

Mercedes-Benz delivers approximately 477,400 cars worldwide in Q1 2020

Britta Seeger: “Together with our global retail partners, we have further strengthened our online activities.” Despite the challenging...

African Development Bank Group unveils $10 billion Response Facility to curb COVID-19

The Facility is the latest measure taken by the Bank to respond to the pandemic and will be the institution's primary channel for its...

Defending competition in the markets during COVID-19

Under normal circumstances competition is needed in markets to keep prices low, but with the COVID-19 crisis wreaking havoc on markets the world over,...

Nigeria requests emergency IMF financing, but is it enough?

● Disbursement under the RFI could amount to up to US$3.3bn ● But this is not an IMF program, and the Nigeria authorities have ruled...

COVID-19: Laptops scarcity hits Europe as request floods Nigeria

The on-going COVID-19 crisis has sparked a spike in demand for laptops in Nigeria and Sub-Saharan Africa as Europe, the Middle East, and other...
- Advertisement -
BrandsPur Weekly Cartoons
%d bloggers like this: