How do you know if a prescribed pesticide covered the canopy at the right rate, or if your applicator inadvertently skipped a row or spent 30 minutes idling in line to refill? "I remember when I used to go with my father to the field to see the tire tracks in the row. Because that's all you can see," said Iftach Birger, chief operating officer of Fieldin, a technology company he cofounded 10 years ago in Israel to give growers insight into spray execution. Now, he's based in the company's California headquarters. "The challenge is between what you think happened and what really happened."
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