Internet start-up gleans trust from association with UCCE
Ceres Imaging, an Oakland-based start-up, is working closely with UC Cooperative Extension on its aerial imaging of farm fields, a fact that is helping the company gain trust by association, reported Emma Foehringer Merchant on Grist.org.
Ceres puts equipment on low-flying airplanes to take pictures that will help farmers optimize water and fertilizer application. According to field tests, the imagery works. Since 2014, Ceres has teamed up with UC Cooperative Extension to conduct field trials, including one for the Almond Board that measured the response of nuts to different rates of watering.
In that study, data from Ceres' imaging matched well with the UCCE ground "truthing," said Blake Sanden, UC Cooperative Extension water and soils farm advisor.
According to the article, "Ceres' relationship with the extension program has helped the company gain trust with sometimes-skeptical farmers." Sanden called UCCE trials the "gold standard of efficacy" for new products in the ag market.
There is also increased interest in precise water management after years of drought and cutbacks on federal water allocation.
"The attitude (among farmers) used to be, 'I can find water,'" Sanden said. "I would say that 30, 40 years ago, there was an attitude of hope ... that some of the restrictions on pumping water (would) go away." He said growers expected decision-makers "to come back to reality and understand that we've got to make money in California and grow food."
But the restrictions didn't go away. Instead, they became stricter. The uncertainty about water deliveries has made farmers friendlier to new technologies, like the one offered by Ceres.