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OPINION: Translating the value of tech into income is a tougher sell

New machinery technology promises gains in efficiency and performance, but turning those benefits into measurable financial returns remains a key challenge for farmers and contractors, says Toby Whatley

Toby Whatley

Head of Machinery and Farm Technology

21 April 2026 鈥� 1 min read

OPINION: Translating the value of tech into income is a tougher sell

We review, test and report on an awful lot of new machinery technology, from entirely new tractors to more incremental changes in machine control software, and everything in between. Much of this new...

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