In today’s rapidly evolving agricultural landscape, retailers face a critical challenge: how to embrace innovation without losing sight of profitability. As Darren Coppock, President and CEO of the Agriculture Retailers Association (ARA), shared during our recent Ag Smarter Session, success in ag retail hinges on striking the right balance between adopting new technologies and maintaining operational sustainability.
ARA’s mission is clear—advocate, educate, and empower ag retailers so they can focus on what matters most: delivering safe, abundant food. While advocacy in Washington remains a cornerstone, Coppock emphasized that the organization’s unique strength lies in representing the entire scope of retail operations, from back-office logistics to field applications.
One pressing issue today is farm gate economics. When growers tighten budgets, retailers feel the impact first. Add to that the volatility of tariffs and global supply chain disruptions, and it’s clear why predictability is a top priority for ARA members. “Retailers can adapt to challenges,” Coppock noted, “but they need stable rules to plan and execute effectively.”
Technology is both an opportunity and a test. From AI-powered dispatch systems to automation and robotics, retailers are exploring tools to offset labor shortages and improve efficiency. Biologicals and precision ag solutions are gaining traction, but Coppock cautioned that profitability must remain front and center. “If I buy all the latest tech toys but ignore my bottom line, I won’t be around for the long term,” he said.
Looking ahead, Coppock predicts an acceleration of current trends—more automation, advanced seed treatments, and smarter application technologies. Business models are evolving too, with services like agronomic advice increasingly unbundled from product sales to reflect their true value.
Ultimately, thriving in this dynamic environment requires strategic investment and data-driven decisions. Retailers must meet the triple bottom line of economic stability, environmental responsibility, and socio-economic impact. As Coppock summed up, “Deploy capital wisely, make decisions based on data, and keep your eye on profitability. That’s what Ag Smarter is all about.”