85% of consumers believe that technology plays an important role in the sustainability of farming, a Cargill survey suggests. However, only less than half of the participants prefer advanced technology in agricultural production.

The survey conducted by Cargill with 3 thousand participants across three continents revealed interesting results in terms of the use of technology in agricultural production. Technology in agriculture (ag-tech) is how we’ll feed a growing population, make farming more sustainable and improve the lives of farm animals, say 85% of the 3,000 participants in Cargill’s new three-continent consumer survey. At the same time, only about half of those surveyed want their food to come from a technologically advanced (versus traditional) farm.

Cargill found markedly different perceptions of ag-tech across the three surveyed countries. South Korea was the most positive about high-tech farms—both as a source of food (70% pro) and for their potential to make farming more sustainable (95% pro). France was the most apprehensive—with only 37% wanting their food to come from a technologically advanced farm. When it comes to tech investments, South Korean and American consumers agreed the top priority should be that they “increase food safety,” while French participants said technology should first and foremost “improve animal well-being.”

“We know that agriculture is still the least digitalized industry sector in the world. That means there’s a lot of opportunity—and a lot of need—for greater investment in ag-tech. This survey highlights that in order to help humanity benefit from these advancements, we first need to do a better job of explaining the value of new technologies to consumers,” said Sri Raj Kantamneni, managing director of Cargill’s digital business.