What do Vineyard Operators look for in Agtech Purchasing Cycles?

Vineyard operators focus on 5 key factors when buying agtech:

ROI - Does it boost yields or cut costs?
Compatibility - Works with existing systems?
Ease of use - Quick setup and user-friendly?
Vendor support - Reliable help if issues arise?
Industry trends - Addresses sustainability, labor shortages, etc?

Top agtech priorities for vineyards in 2024:

Precision measurement tools
AI-powered decision support
IoT sensors for soil/vine monitoring
Blockchain for wine traceability

But adoption isn't universal - 48% of vintners plan to spend less on equipment this year due to economic concerns.

The bottom line: Smart operators blend tradition and tech to make great wine efficiently in a tough global market. But they're selective, favoring practical solutions that solve real problems over flashy gadgets.

Factor	What Vineyard Operators Want
ROI	Clear financial benefits
Compatibility	Integrates with current tools
Usability	Fast implementation, easy training
Support	Responsive vendor assistance
Relevance	Tackles industry challenges

Why Vineyard Operators Buy Agtech

Vineyard operators are jumping on the agtech bandwagon. Why? They're facing big challenges and need to stay ahead of the game. Let's break down what's driving their tech shopping sprees:

Money Talks: Cost vs. Benefit

Vineyard managers aren't just throwing cash at shiny new toys. They're looking for tech that pays off. Here's what catches their eye:

Tech that cuts labor costs or makes things run smoother
Solutions that help make better grapes and wine (hello, higher prices!)
Stuff that might cost a bit upfront but saves big in the long run

Take Starrs Reach Vineyard, for example. They started using Swan Systems in late 2021 to manage water and nutrients. The water savings alone made it worth it, not to mention the perks of less labor, time, energy, and fertilizer use.

Time is Wine: Setup Speed Matters

In the vineyard biz, time is money. So, how fast can they get new tech up and running?

Operators are asking:

How long will it take to train the team?
Can we plug this into what we're already doing?
Will this mess with our growing or harvesting schedule?

Playing Nice with Existing Tools

Nobody wants a tech prima donna. Vineyard operators want solutions that work well with what they've already got.

They're looking for:

Tech that fits in with their current equipment and software
Systems that bring all their data together in one place

Sheridan Alm from Starrs Reach Vineyard puts it nicely: "Bringing all our farm tech onto one dashboard has made the data more useful and easier to understand and act on."

Planning for the Future

Smart vineyard operators aren't just thinking about today. They're investing in tech that can grow with them and handle whatever comes next.

They're considering:

Can this tech keep up if we expand?
Will it adapt to new rules or market changes?
Does it address big issues like climate change?

Niki Wente, Director of Vineyard Operations at Wente Vineyards, says: "Agtech is definitely growing. I see it just from the number of people reaching out with different agtech ideas or trying to develop something in the agtech space. It's promising that there's a lot of investment going into this space now."

Niki's words show that agtech is becoming a big deal in vineyards, and operators have more options than ever.

Must-Have Tech Features

Vineyard operators aren't after flashy tech. They want tools that solve real problems and make their jobs easier. Here's what catches their eye:

Vineyard Control Tools

Good vineyard management systems need solid control tools. These help operators run things smoothly:

Season planning from pruning to harvest
Task tracking for work like spraying and fertilizing
Input management to log and analyze material use and costs

AgNote, for instance, offers all this plus spray tracking and compliance docs. It's the kind of all-in-one package that's gaining traction.

Data Tools

Today's vineyard operators need tech that makes data useful:

Real-time monitoring of soil moisture, weather, and vine health
AI-powered predictive analytics for yields and potential issues
Integration capabilities to centralize data from various sources

Take the Arable Mark 3. It's a quick-setup, solar-powered device that dishes out data on weather, plant health, and soil conditions.

Rules and Reports

With tighter regulations and a focus on sustainability, operators need tech that keeps them compliant and informed:

Feature	Benefit
Automated Compliance Reporting	Cuts time on TTB reports and tax filings
Label Requirement Tracking	Keeps products legally compliant
Sustainability Metrics	Tracks and improves eco-friendly practices

Kirk Grace from Stag's Leap Wine Cellars puts it plainly: "This technology is very powerful." It's about using data to make smarter choices, not just following rules.

Mobile Access

In the field, info needs to be at operators' fingertips:

Remote control of sprinklers or irrigation valves via smartphone
On-the-go data entry for vineyard observations and tasks
Offline functionality that syncs data later

Towle Merritt of Walsh Vineyard Management says, "We've structured our company around Meristem. It provides a way to collect information and make it useful." This mobile-first approach is becoming the new standard in vineyard tech.

How Operators Judge Tech Value

Vineyard operators don't fall for flashy tech. They want solutions that deliver real value. Here's how they separate the good from the bad:

Return on Investment

ROI is king. Operators do the math:

ROI = (SALES X Margin - PROGRAM COSTS) / PROGRAM COSTS

But it's not just numbers. They look at:

Yield improvements
Quality boosts
Labor savings

"ROI is popular, but it has limits." - Brent Gloy, Agriculture Economic Insights

Perfect calculations? Tough. But operators want to know if they're heading in the right direction.

Long-term Costs

The price tag? Just the start. Smart managers dig deeper:

Cost	Examples
Maintenance	Software updates, repairs
Integration	Connecting with existing systems
Training	Staff education
Overhead	Extra space, power needs

Real talk: A Sonoma winery looked at a new bottling line. The million-dollar price tag? It doubled over 20 years. But with a solid Benefit/Cost Ratio, they went for it.

Help and Training

Tech is only as good as its users. Operators want vendors who offer:

Solid onboarding
Ongoing support
Regular training

They're not just buying tech. They're investing in a partnership.

Vendor History

Past performance matters. Operators do their homework:

How long has the company been around?
Who else uses their tech?
What results have others seen?

Take CropTrak by ScanControl, Inc. Known for good data management at a fair price. But no payroll tracking. This info helps operators make smart choices.

Vineyard tech isn't one-size-fits-all. By judging value through these lenses, operators make smart investments for the long haul.

When to Buy

Timing is crucial in the vineyard business. Here's when vineyard operators should invest in new agtech:

Weather and Seasons

Nature dictates the schedule. Smart operators align their tech purchases with the growing cycle:

Spring Setup: In the Northern hemisphere, March and April are ideal for weather station installations. Why? Vines start growing when soil temps reach 7-8°C at 40-60 cm depth.

Pre-Harvest Prep: Kory Burke from Dresser Winery learned this lesson:

"It was a great learning lesson this past year when we saw the volume coming from the vineyard was going to be normal and we were going to have 30 to 40 tons, but our old equipment wouldn't have been able to do it."

Don't wait until the grapes are ready to upgrade your gear.

Budget Timing

Money matters when it comes to tech investments:

Many vineyards set yearly tech budgets. Plan ahead!
33% of wineries increasing production plan to buy more grapes and wine.
48% of vintners plan to spend less on equipment this year.

Best Times to Upgrade

Timing your tech upgrades can make or break your season:

Before Bottlenecks: Alan Viader of Viader Vineyards upgraded his destemmer before harvest. The result? Smoother processing when it counted.

During Growth Spurts: Many wineries consider semi-automation at 4,000 cases/year, and full automation between 5,000-10,000 cases/year.

When Old Tech Fails: Alyssa L. Ochs puts it simply:

"If the current system keeps breaking down or requires constant repairs, this is a clear sign that a replacement should likely happen sooner than later."

Staff Availability

New tech needs people to run it:

Implement new systems during the off-season when your team has time to learn.
Some vineyards use seasonal interns for tech rollouts during busy times.

Chris Dearden, a veteran winemaker, emphasizes:

"One of the most important things is service. If you're broken down, you need someone you can count on."

What Shapes Buying Choices

Vineyard operators don't make tech decisions in a bubble. Let's dive into the outside factors that influence their choices:

Other Growers' Input

Vineyard owners rely heavily on their peers' experiences. It's like a tech grapevine:

Growers share wins and fails at industry events. They pay attention to success stories from similar vineyards. And they swap notes on new tech in online forums like WineBusiness.com.

"It is in the culture of agriculture to try new things." - Vaughn Walton, entomologist at OSU's Oregon Wine Research Institute

This sharing culture helps spread new ideas fast.

Market Changes

The wine world is changing, and tech needs to keep up. Customers want traceability? Blockchain steps in. Climate change causing headaches? AI monitors crops. Sustainability becoming a buzzword? IoT sensors manage resources.

EZ Lab and Ernst & Young even tested blockchain to track a bottle from vineyard to shelf. Customers could scan a smart tag to see every step of production.

Industry Rules

New laws often push tech adoption. Sustainability requirements? Eco-friendly tech solutions pop up. Labor laws changing? Mechanization speeds up. Need better traceability? Detailed record-keeping tools become a must-have.

Brad Goehring, a vineyard owner, put it this way: "This winter I bought a berm sweeper for about $6,000. It will replace about 5% of my workforce."

Worker Management

Labor shortages are hitting hard, so tech is stepping in. At OSU, the Pied Piper robot manages pests without chemicals. Mechanical harvesters work night shifts when humans can't. And AR tech helps train seasonal workers faster.

Chris Kajani of Bouchaine Vineyards explains: "Not just using one recipe across an entire vineyard... allows us to grow better grapes and also stops us from wasting any resources."

So, vineyard operators aren't just looking at features and price tags. They're weighing peer feedback, market trends, regulations, and workforce challenges. It's a balancing act between tradition and innovation.

Summary

Vineyard operators face tough choices when buying agtech solutions. Here's what they're thinking about:

Factor	What It Means
ROI	Will it save money or boost yields?
Compatibility	Does it play nice with what we already use?
Ease of Use	Can we set it up quickly? Is it user-friendly?
Vendor Support	Will they help us if something goes wrong?
Industry Trends	How does it address big issues like sustainability?

Vineyard owners often look to their peers for advice. Take Kory Burke from Dresser Winery. He doubled his press efficiency with new equipment. That's the kind of success story that gets people's attention.

"Sure, equipment is expensive. But there's real value in getting the right tools to treat grapes well and make better wine." - Kory Burke, Dresser Winery

Timing matters too. Vineyard operators usually buy new tech when it fits their growing cycle, budget, and when staff can handle the change. And it's a big market - expected to hit $2.5 billion by 2026.

What's hot in vineyard tech right now?

Tools that measure differences across the vineyard
AI systems that help make decisions
IoT sensors that keep an eye on soil and vines
Blockchain for tracking where wine comes from

But not everyone's jumping on board. A 2024 study found 48% of vintners plan to spend less on equipment. They're worried about the economy.

The bottom line? Smart vineyard operators are finding ways to mix old-school wisdom with new tech. It's all about making great wine more efficiently in a tough global market.