Strategy, story, naming, tagline, headlines.
The need is growing.
Farming is the seed itself. How we grew from nomads to Neil Armstrong, pictographs to pixels. In every valley and on every hill, farming was how we put down roots. Universal in need, local in practice, and traditional in nature.
As those millennia are disrupted by population growth, climate change and finite resources, Carlyle Group sees an opportunity to create a new kind of global leader in agricultural irrigation. How the water goes will determine how the farm grows. Fairways and front lawns aren’t the focus. We’re trying to figure out how we can feed the future.
In our first meeting with Daniel, now CEO of Farmfront, as we imagined what could be, he insisted his new company needed to be “close to farmers”: always on their side, aware of their concerns, and ready to tell the truth. Clear, fair, smart. Trusted. Focused on finding the right mix of solutions rather than pushing a particular type of product.
That’s why we framed irrigation as partnering, working, and innovating at the Farmfront. Because everywhere in the world, better irrigation means stronger farms.
Farmfront Group currently includes OCMIS, Irrimec, Otech, and RKD Pivot. Watch this space. More to come.
A special thank you to VIM for putting together a great team. We really enjoyed working on this project. Learning the differences between pivot, drip, and hose reel along the way.
The Farmfront story
Farmers have always been vulnerable to unforeseen forces, forces beyond their control. Communities are finding it hard to rely on traditions they could always count on.
Resources are at risk.
Weather is extreme. Rain is unreliable.
The data sets are new.
At the same time, government targets and consumer preferences demand agriculture grows smarter to supply growing populations more sustainably.
Improving and innovating irrigation at a global scale is how we meet these challenges. Helping farmers become more responsive and resilient, strengthening each farm’s ability to thrive in a more dynamic world. Building stronger farms through better irrigation.
Better irrigation raises the level of what our fields can produce, while using less water and fewer chemicals. Better irrigation responds in real time to circumstances that are always evolving, leveraging technical expertise and digital insight.
That’s why we’ve created an international irrigation group to change how we farm in a changing world.
To unite complementary technologies, accelerate the development of new solutions, advocate for vital support and higher standards, and advise farms in a holistic way on their irrigation problems, from the simple to the most complex.
Providing honest answers farmers can trust to prosper today, tomorrow, and always.
Join us at the Farmfront of irrigation.