Despite its essential role in the economy and food security, agriculture has lagged behind with respect to adoption of new technology. This has happened for many reasons, partially from technology companies not realizing the opportunities in agriculture, and partially from high costs, and agriculture’s adherence to current practices. Dr. Adrian Percy has been a leader in agricultural reserach innovation and venture capital. We discuss the opportunities in agriculture and the limitations to successful deployment in the newest innovation. Follow Dr. Percy on Twitter: @adrianpercy His podcast is here: AgTech360 on iTunes Follow on Twitter: AgTech360 @AgTech360 # COLABRA Talking Biotech is brought to you by Colabra – an R&D platform that brings your lab’s world-changing research together in one shared space. Learn more at https://www.colabra.app/ # TALKING BIOTECH Twitter: https://twitter.com/talkingbiotech Website: https://www.colabra.app/podcasts/talking-biotech/ Instagram: https://www.instagram.com/colabrahq The Talking Biotech podcast is distinct from Dr. Kevin Folta's teaching and research roles at the University of Florida. The views expressed on the show are those of Dr. Folta and his guests, and do not reflect the opinions of the university or Colabra.