Currently situated in Westfield, New York, Erin Hightower is a woman who knows agriculture on both coasts. From studying farms in Washington state to currently implementing technology solutions for the grower-owners of the Welch’s/National Grape Co-operative (NGC), Hightower is focused on helping growers embrace ag technology.
As one of Women in Ag Tech’s newest ambassadors, Hightower discusses the importance of collaborating in helping to demystify ag tech for farmers and offer truly helpful solutions.
WiAT: Can you share a little bit about yourself and your background in agriculture?
Erin Hightower (EH): Growing up in the Columbia Basin Region of Washington and Oregon, I was inspired by the diversity in agriculture and was drawn to it as a career path early in life.
Starting early, I was building a career at the intersection of resource management systems and agro-technology.
I have always aspired to collaborate closely with growers to progress technology from theory to field application—through full seasons and under real-world pressures. As I collaborate with growers, a major goal of mine is simplifying and demystifying agricultural technology.
WiAT: How do you help producers embrace ag technology today?
EH: Specialty crops, like juice grapes, have often been overlooked in ag tech discussions—until recently. The NGC recognized this gap and built our new dynamic team, where I am joined by statisticians as well as GIS, viticulture cropping management, and weed management experts.
We manage field trials, evaluate performance data, and collaborate with R&D to bring juice grape production into an innovative technology era. It is a blend of direct fieldwork and strategic planning, which suits me perfectly. Each season brings new challenges, and that keeps me focused and proactive.
WiAT: How hard is it to get growers to accept and adopt ag tech?
EH: Growers are not resistant to change, but they are practical. They need to know that a technology is dependable, cost-effective, and solves a urgent enough of a problem without creating new ones.
The key is listening to each farm’s unique needs and being consistent in supporting the on-boarding and implementation process. If I can show them real data and maintain assistance through the growing pains, they are much more likely to adopt the technology.
The biggest hurdle is often overcoming a grower’s past experiences with tech that overpromised and underdelivered. But once you earn their trust, growers are some of the most innovative and resourceful people out there. They were early adopters of GPS in the 2000s, and I see similar potential now with artificial intelligence and autonomous systems.
The key is to support them through the “ugly duckling” stage of new tech and stay ahead of early adoption pitfalls.
WiAT: Why is Women in Ag Tech important?
EH: Early in my career, there were very few women to look up to or learn from in this space.
Visibility matters.
When women—especially those from diverse backgrounds—see others leading trials, presenting data, or flying drones, it expands their sense of what is possible. Especially as we recruit the next generation of women; showing them the place they can hold in agriculture and that it is a great industry to be in. It also reshapes how the industry views leadership and contribution. Supporting women in ag tech means creating pathways for growth and ensuring we keep talent in this evolving field.
WiAT: What are some of the challenges women face in ag tech? What is your advice for overcoming those difficulties?
EH: First, independent of my personal experience, I cannot start this conversation without acknowledging the women that came before us and built the ability for women to work in our industry. Additionally, women from diverse backgrounds will have challenges that I will not be able to fully capture and understand, and they need a voice in our discussions of the future of women in ag tech.
However, one of the biggest challenges I faced early on was being underestimated—or worse, overlooked. While things are improving, it can still feel isolating at times.
My advice? Be useful. Keep learning. Stay curious. Attend conferences, read up on the latest tech, listen to podcasts, and join webinars. Do not wait for your mentors or supervisor to ask or recommend for you to follow strings of opportunity as you see them come up. If they say not to do something (ex: getting a certification), do not be afraid to spend your non-work time getting that certification that a future opportunity will value.
Build a knowledge base, inside and outside of agriculture, the inspiration for what will move our industry can come from many sources. It might be an advancement from outside our industry, or something you saw at an event on your free time that will inspire how you teach technology.
Work constantly from the day you start your career until the day you retire at building a portfolio of knowledge that is so strong that no one with a limited perspective can define your potential.
And build a network—find people who recognize your value and will advocate for you when you are not in the room. That kind of community can make all the difference.
WiAT: Where do you see ag tech going in the next five to ten years?
EH: I just returned from a conference that really got me thinking about this. A few key trends stood out. First, we need to think more dynamically about the needs of agriculture beyond commodified row crops. Second, it is essential to break down data silos for meaningful analytics across platforms.
Also, we should design for “smart friction”—intentional, thoughtful user experiences. Finally, it’s also important artificial intelligence must be used mindfully—not ignored, but also not blindly adopted.
WiAT: Can you talk about the importance of collaboration?
EH: Ag tech is not just about the next gadget—it is about shaping the future of food, the environment, and rural livelihoods in a way to increase health, safety, and sustainability.
We need to build stronger networks for collaboration and tailoring ag technology to the larger needs of agriculture. We cannot blindly create technology that does not meet the needs and demands of health, safety, and sustainability. It is important to understand that if technology cannot fix a pivotal problem, or we create a new problem while fixing an old problem, this will lead to farms not adopting the technology.
There needs to be a focused effort to understand the triage of problems in farming that need solutions. We need developers who understand these tight standards to increase health, safety, and sustainability. Along the same lines, growers need to understand that developing technology is not just a few keystrokes, technology has limitations, and that it takes time and investment to create solutions.
All of this breaks down to communication and meeting at the table of innovation collaboration.
