Farmobile to acquire precision ag data management firm Prime Meridian
Jul. 18, 2018
The acquisition will aid in the creation of a new data stewardship offering, Farmobile DataServices, which will help farmers more easily manage their digital assets. Steve Cubbage, former president of Prime Meridian, joins Farmobile as vice president of Farmobile DataServices.
Farmobile DataServices will give customers a new avenue for certifying Electronic Field Records (EFRs) to ensure that quality data is available for ease-of-use, sharing or potential revenue creation through the Farmobile DataStore(SM) - the industry's first-ever digital exchange for farm data. Also, the addition of Prime Meridian enables Farmobile to expand its service offerings in data processing.
In his new leadership role, Cubbage will oversee the management of the Farmobile DataServices, which includes the implementation of universal data standards, customized processing and stewardship training. The acquisition includes Prime Meridian's assets as well as its back office data processing team.
"We look forward to helping Farmobile's authorized dealers serve their farmers through stronger data management capabilities. By focusing on getting data 'done right' at the farmer level, it will lift all 'boats' in the industry and maximize the value of that asset," explained Cubbage.
"The future of agriculture is going to be about understanding and enhancing our digital footprint to satisfy a data-driven marketplace; however, we need to ensure data quality and accessibility. In my experience, most folks do not have a complete digital strategy for their operation. Every field operation, input and transaction needs to be properly digitally documented to make data useful for farmers and their trusted advisors. Farmobile DataServices can support both parties to achieve their goals."
The Farmobile DataService offering is enhanced by the farming expertise and trusted advisor network collaboration provided by Cubbage and his team.
The acquisition does not involve any change in ownership of other businesses owned by Steve Cubbage. He remains as president and CEO of Record Harvest Enterprises Inc., an agronomy business and recipient of Farm Equipment's 2007 Most Valuable Dealership honor.
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