Inside Ag Research with Colson Steber: Trust and Tech in Farming

In this episode of Bites and Bytes Podcast, Kristin sits down with Colson Steber, co-CEO of Qlarity Access, Ag Access, CEO of Vet Access, and a voice for intentional, human-centered innovation in agriculture.  With nearly two decades of experience conducting market research for some of the biggest names in agriculture, Colson shares why understanding farmers is essential before offering them another piece of tech.

Together, they discuss how agriculture has evolved, particularly with the rise of precision technology, the aging workforce, and the pressure on first-generation farmers to do more with less. From the hidden costs of AgTech adoption to the overlooked value of legacy knowledge, Colson breaks down why empathy, trust, and real feedback matter more than ever.

This episode touches on everything from the future of food traceability and sustainability to what farmers are actually thinking when you pitch them the “next big thing.”

Whether you're in AgTech, food production, or just curious about how our food systems are shaped by research and technology, you’ll walk away with a richer understanding of what it really takes to serve the people who feed us.

📘 Sign up for early updates, exclusive previews, and launch news of Kristin’s book, “Securing What Feeds Us” (working title) here. 📖 Kristin will also be sharing updates, behind-the-scenes chaos, and the occasional existential crisis over on her personal Substack

🎤 Book Kristin Demoranville to speak at your conference, corporate event, or workshop.

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Episode Key Highlights 00:11:30 – Why market research in ag is misunderstood 00:20:12 – Farmers aren't your user, they're your customer 00:25:50 – The burden of legacy vs. innovation in ag 00:33:04 – How tech fatigue is reshaping adoption 00:36:22 – Colson’s take on trust as a technology

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