Hernán Felipe Silva-Cerón, Óscar Andrés Saavedra-García and Samuel Andrés Galeano-Patiño
Technical Cooperation and Technology Transfer Service, Colombian Sugarcane Research Center – Cenicaña, km 26 vía Cali – Florida, Florida, Colombia;
The interconnection of networks, devices, and data that characterizes Agroindustry 4.0 not only allows for the collection of large amounts of information that can be used to automate agricultural processes but can also be used to increase the speed of adoption of the technology promoted by Cenicaña. The digital communication channels between Cenicaña and sugarcane growers were used as a means to develop a pilot digital-marketing test aimed at a segment of 281 sugarcane growers from four sugar mills. The objective was to quickly identify farmers most inclined to adopt a particular technology of interest. This approach helped focus the efforts of technology-transfer agents and extension officers on those interested growers, facilitating the adoption of technology in the shortest possible time. In the pilot test, the technology promoted by Cenicaña was related to the use of microorganisms, soil enhancers, green manures, and organic fertilizers as a complement to fertilizer use in sugarcane cropping. The pilot test achieved a 99% communication reach among the 281 growers in the segment. A total of 43 sugarcane growers were identified as having potential for adopting the technology related to the use of microorganisms in sugarcane-cultivated soil. 90% of the interested growers (39 growers) reported applying supplements to traditional fertilizers (microorganisms, green manures, organic fertilizers, or other soil enhancers) to improve soil fertility in the next crop cycle, demonstrating the adoption of this sustainable technology in accordance with the parameters of the Integra Program led by Cenicaña. This pilot test highlights the potential of strategic digital marketing campaigns to identify those interested in technologies promoted by Cenicaña.