The agricultural industry is undergoing a generational shift. As the previous generation begins to transition, the next generation of producers is stepping into leadership roles. Their expectations of how to conduct business electronically are no longer a want, but more of a need. The way the next generation conducts its business is changing fast.
According to the USDA’s 2022 Census of Agriculture, the average U.S. farm producer is now 58.1 years old—up from 57.5 in 2017. As many producers approach retirement age, this aging trend signals a pivotal transition for the industry. Agribusinesses must prepare not only for the departure of an older generation but also for the rise of a new wave of younger farmers who bring different habits, expectations, and approaches to farming.
The Rise of the Digital-First Grower
Today’s emerging growers are tech-savvy, mobile-first, and value convenience. They manage multimillion-dollar operations from the cab of a tractor and expect seamless digital experiences—from real-time data access to mobile payments.
They want:
- 24/7 visibility into contracts, invoices, and accounts
- Mobile and desktop access to grain bids and balances
- Digital payment options
- eSigning capabilities for contracts
- Instant alerts and updates via push notifications
If you still rely on phone calls, printed documents, stuffing envelopes, or in-person visits, you risk appearing outdated or losing customers to competitors offering a more modern experience.
Why Digital Transformation Matters More Than Ever
Younger growers aren’t necessarily less loyal, but they are less patient. They expect efficient service, real-time updates, and transparency. Agribusinesses that embrace these expectations are better positioned to:
- Retain customers during farm succession
- Attract younger growers seeking tech-enabled partnerships
- Reduce internal workload with self-service tools
- Build a reputation for innovation and customer-first service
- Provide necessary information in real time
- Provide quick and seamless communication with your Patrons
Meet MyGrower: A Platform Designed for the Future
MyGrower, a solution by Greenstone Systems, is a web and mobile app built specifically for agribusiness. It integrates with the AGRIS platform to provide growers with 24/7 access to their accounts, while streamlining operations for your internal team.
Key Features Include:
- Mobile + Web Access from any device
- Online Bill Pay and Digital Invoice Access
- Real-Time Grain Bids & Offers
- eSign Contract Capabilities
- Push Notifications for Critical Updates
- Simple Sign-Up and Easy Access for Growers
Whether you’re a large co-op or a single-location elevator, MyGrower scales to fit your needs. Choose from a fully branded, white-label mobile app or a streamlined standard solution—either way, your team and your growers benefit.
Future-Proof Your Agribusiness
The next generation of growers is already here, and they expect more. MyGrower helps you evolve with them, combining modern technology with the personalized service your customers have come to expect.
Ready to Meet the Needs of the Next Generation of Growers?
Connect with our team and discover how MyGrower can help your agribusiness grow smarter, faster, and more digitally connected.
