Headstorm: https://headstorm.com/AGPILOT: https://headstorm.com/agpilot/Software is Feeding The World: https://www.rhishipethe.com/sftwBeck's Hybrids: https://www.beckshybrids.com/ The word “innovation” is tossed around quite a bit - I’m guilty of overusing it myself. But what does it mean? There’s probably no better person to dig into this question at least in agriculture than Beck’s Hybrids director of innovation Brad Fruth. “Ideas are cheap.  Motivated people that are passionate about their ideas is what is lacking.”Beck’s Hybrids is the largest family-owned retail seed company and the third-largest seed brand in the country. But it’s Brad’s views on innovation and adding value to customers that really stand out today me in today’s episode.“Focus on what we're good at, which is seed, and the selection of seed, the placement and management of it, but then partner with best in breed on everything else.”Today, Brad shares some of the specific ways Beck’s Hybrids adds value to their farmer customers, and he shares openly and candidly his views on the current state of ag technology. “If you don't have a good value prop and you're not delivering value, then this is just the inevitable. Right? And so the industry probably needs a little bit of belt tightening to make sure that you are delivering direct farm value and you're just not blowing smoke.” Brad Fruth of Beck’s Hybrids sits down with guest host Rhishi Pethe on today’s Future of Agriculture podcast. Brad is the  is the director of innovation at Beck’s. He started there as an intern and has now worked there for about 20 years. Over that time, he has been dedicated to converging IT, data and agriculture into real solutions for farmer customers. This background gives him a perspective that you will really enjoy hearing because it is both technical and relatable, and always focused on what makes a meaningful impact at the farm level. Today’s interview was put together by our guest host, Rhishi Pethe. This is now the third episode Rhishi has brought to the program after Verdant Robotics in 391 and Lavoro Agro in 404. As many of you know, Rhishi writes the newsletter Software is Feeding the World. If for some reason you are not subscribed, you’ll find a link to do so in the show notes.