The recent study by McKinsey confirms what everyone already knows: Farmers are different. Farmers make use of technology to purchase and interact with suppliers when they can, however, the purchasing of farm inputs has not been “Amazonized,” and maybe should not be. What McKinsey’s research does show is the continued integration of technology-dependent actions taking place on farms. Yes, the type and use of technology changes with farm size and crops, but all farms need the ability to connect. Read more from the McKinsey Study.