Precision Agronomics Australia Leveraging Farmers2Founders TEKFARM® to Enter New Markets

Precision Agronomics Australia (PAA), recommended to the program by Farmer2Founders TEKFARM advisor Thomas Jefferies of Elders, has long been known for its expertise in variable rate fertiliser spreading for broadacre operations. Their technology delivers measurable efficiency gains, but the company has traditionally relied on direct communications, dealer networks, and an existing customer base to drive sales.

Opening Doors to Viticulture

Through participation in the F2F TEKFARM® program, PAA gained the opportunity to target an entirely new sector: viticulture. The program provided exposure to vineyards and agtech advisors who identified a clear fit for PAA’s i4M range of machine controllers in improving nutrient management and reducing input costs.

The initial scoping phase proved pivotal, enabling PAA to customise its product to ensure the i4M system was more applicable to vineyard operations. This adaptive approach is expected to open a new market segment and expand the reach of precision spreading technology beyond its traditional broadacre base.

Expanding Distribution and Awareness

Currently, i4M system sales are primarily driven through distribution channels. However, the F2F TEKFARM®, program has highlighted the need for dedicated East Coast partners in the Precision Viticulture to build local brand awareness and drive adoption. The project’s network effect is exposing PAA to a broader audience of producers and advisors that the company might not otherwise reach.

“Without TEKFARM, we rely on direct communications with customers and our dealers through phone calls, email correspondence and our website. The majority of our sales are through our existing customer base.” says Matthew Roesner, Director of PAA

The Value of Agtech Advisors

A key success factor has been the involvement of an agtech advisor, who played a crucial role in aligning PAA’s technology with producer needs. By identifying opportunities to reduce input costs and improve sustainability, the advisor provided a clear pathway for adoption and demonstrated the practical value of the technology to producers.

Positioning for Growth

For F2F TEKFARM®, working with PAA demonstrates how the program can act as a strategic bridge between innovative technology providers and new market opportunities. Through the project’s advisor-driven model, PAA has been able to adapt its i4M machine controller range for viticulture, expanding beyond its traditional broadacre customer base. 

"The TEKFARM project has allowed PAA to target a new industry sector, Viticulture, and potential open a new market for the i4M range of machine controllers. Because of the initial scoping stage, PAA has been able to make changes to its i4M product range that are more applicable to Viticulture”. 

By facilitating real-world deployments and connecting PAA with new producers and advisors, F2F TEKFARM® is not just supporting a single technology rollout, it is enabling product evolution, opening new markets, and driving sustainable outcomes across both broadacre and viticulture enterprises.