Abstract
In this column, rather than taking a trip to a geographical location, the author explore the world of AgriTech, shedding light on the currently available technology assets and on some of the hurdles any technology transfer initiative in this domain is facing, slowing down adoption of ICT in agriculture. Through this journey the author will therefore at first take a look at the landscape of technology enablers supporting the vision of an upcoming fourth agricultural revolution, while in the second part the author will juxtapose a picture of what the world of potential adopters looks like, identifying what are the adoption showstoppers.
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