AgResearch showcases Map and Zap^® at robotics forum

AgResearch made a strong impact at the World Agricultural Robotics Forum in California. The event brought together influential investors and tech innovators, giving AgResearch a valuable platform to introduce its Map and Zap^® system—a pioneering AI-based technology that identifies and eradicates weeds with laser precision. This clean, chemical-free approach to weed management has gained traction in a growing market segment focused on eco-friendly solutions.

Dougal Ferguson, AgResearch’s commercialisation manager and a seasoned expert in tech positioning and sales, represented AgResearch at the event. His goal was to explore potential avenues for selling, licensing, or integrating the Map and Zap^® system into other product platforms. Reflecting on the event, Dougal described it as a successful venture that not only sparked investor interest but also strengthened AgResearch’s brand presence within the global agritech sector.

″We built valuable connections, learned a lot about the current market landscape, and received very positive feedback on our technology,″ said Dougal. ″The response to Map and Zap^® was especially enthusiastic because of its laser capability—a feature that investors view as a sustainable alternative to chemical methods.″

AgResearch's Cameron Craigie and Dougal Ferguson (right) showcased AgResearch's weed zapping technology at the Robotics Forum in California.

Dougal noted that while the agritech sector has tightened compared to previous years, with venture capital funding reportedly down by over 50%, opportunities still exist for companies with a strong point of difference. ″New Zealand companies are held in high regard,″ he shared.

Dougal also shared his insights on navigating the competitive landscape of the ag robotics sector. ″Attending forums like this one requires a strategic approach,″ he advised. ″You need to differentiate your product clearly, even when facing established players with similar technologies. Sometimes, it’s better to position your product for integration rather than a standalone sale.″

Despite the challenging funding environment, Dougal observed a genuine curiosity about New Zealand’s role in agricultural innovation, with many attendees expressing interest in visiting and learning more about AgResearch. However, he also acknowledged the need to continuously educate the global market about AgResearch’s unique capabilities.

With his expertise, Dougal encouraged future participants to leverage such events for networking rather than immediate deals. ″Many of the best conversations happen post-event,″ he said. ″Think of it less like a quick sale and more as an opportunity to build trust and brand presence.″

As AgResearch continues to explore growth opportunities in the US, Dougal sees potential in its established strengths, particularly in microbial research and biological pest control. He believes AgResearch’s proven track record in these areas adds weight to its credibility in the US market, where eco-friendly agricultural solutions are becoming essential.

″We’re ready to meet the evolving demands of the industry,″ Dougal added. ″Our technology has a clear point of difference, and we’re here to engage with partners who are as excited as we are about the future of sustainable agriculture.″