What does it mean to be an “early adopter” agricultural producer of technologies?

Primer plano de una persona escribiendo en una laptop sobre césped verde.

In the agricultural world, where innovation and adaptability are essential, Hernán Moreno, an agricultural entrepreneur, shares a unique perspective on how early technology adoption and on-site leadership have transformed his business and environment.

Being an Early Adopter of Technology

Hernán tells us how he has embraced technology early on in his business, understanding that quickly testing new tools and methods can bring great benefits. “Early innovation not only generates higher income but also drives the entire system,” Hernán remarks. His approach is clear: test on a small scale, evaluate the results, and if successful, scale up. This strategy allows him to minimize risks and maximize opportunities.

“If it works out, you make huge progress; if it doesn’t, you’ve lost very little,” Hernán reflects, emphasizing that learning comes from experimentation.

On-Site Leadership: Not Staying at the Gate

In addition to being an early adopter, Hernán highlights the concept of being an “on-site leader.” For him, being an active part of the process in the field, beyond his executive responsibilities, is essential. Leadership is not just exercised from an office but by being present where change happens, Hernán asserts.

Many entrepreneurs may feel tempted to delegate operations entirely, but Hernán believes that true value lies in getting directly involved in daily challenges. For him, this constant presence has been key to instilling a culture of innovation in his team. “Those who didn’t catch the vibe likely didn’t stay,” he mentions, underscoring the importance of a team that shares his enthusiasm for continuous improvement.

Innovation as a Driving Force

One of the most remarkable aspects of the conversation with Hernán is how innovation has become a core part of his business, spreading through his team. Employees, from operators to managers, share the same proactive attitude: always striving to improve, implement new ideas, and take calculated risks. Hernán explains that this culture didn’t arise out of nowhere, but is the result of years of work and leading by example, showing that constant innovation is both possible and profitable.

Pursuing New Opportunities

Hernán does not settle for the comfort of the familiar. Whether it’s through the implementation of cover crops, intensified crop rotation, or double-shift operations, his focus is always on maximizing every opportunity that arises, both in terms of productivity and social impact.

Additionally, his involvement in organizations like CREA has allowed him to expand his network and gain invaluable knowledge, providing a competitive advantage that helps him stay on top of the latest trends and opportunities in the sector.

Horizontal or Vertical Growth?

When asked about bioeconomy and the integration of productive links, Hernán made it clear that his current strategy is focused on horizontal growth, seeking to maximize the use of resources he already has before diversifying into other sectors. However, he is aware that in the near future, vertical integration and adding value at the source will be essential for the sustainable growth of the agricultural sector.

The interview with Hernán Moreno leaves us with a clear message: innovation, leadership, and teamwork are the keys to advancing in the agricultural sector. His practical approach and willingness to take risks have made his business an example of how to combine tradition and modernization in Argentine agriculture.