Hands-on keynote · 45 minutes · Michael J. Urban
From sensor to shopper: how producers, logistics partners and resellers of green produce turn AI and new technology into proof, customers and sales.
About the talk
Producers, logistics partners and resellers of green produce all want to use AI and new technology, yet most digital projects never pay back. Drawing on his book Dumbest Creature, Michael J. Urban shows in 45 minutes how to turn technology into sales. Learn how a smart sensor that alerts by SMS creates proof from soil to shelf, how a QR code and CRM connect you directly with the consumer, how data-driven social media turns that proof into stories that sell, and how a gated project plan delivers measurable results from the first season. Practical, evidence-based, no hype.
What you will take home
GPS, soil moisture and air temperature every five minutes. Edge AI sends only the exceptions and alerts the grower by SMS, straight from the sensor. Every alert is anchored as tamper-evident proof.
Under 3 % of readings sentSix phases and four decision gates over 24 months. KPI targets signed on day 0, a live pilot in weeks, savings proven against a control group before anyone scales.
6 phases · 4 gatesOne code on the pack opens the farm, the harvest date and the journey. The shopper becomes a known contact, and demand flows back to the grower.
66 % of US shoppers would scanProducers, logistics partners, resellers and consumers, each on the right channel. Sensor data writes the stories, so every claim can be checked.
A tested 26-week planAgenda
Who should come
Growers, nurseries and landscapers who want fewer losses, less water and fertilizer, and a direct line to their customers.
Carriers and hubs who want temperature and location proof on every leg and claims settled on facts.
Garden centres and retailers who want proof on the shelf, QR stories that sell and a community that comes back.
Speaker
Founder of FLORJA, a plant management platform that links its own sensor, blockchain traceability, AI, supply chain management and CRM. He led the architecture, the sensor and the AI development as well as the marketing team, with more than 25 years of international project leadership and customers across the US, Europe and Africa.
The talk is based on his book Dumbest Creature: Elective. Not. Genetic., a manifesto and practical playbook for the green and food industry. Read a summary of every part →
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