Stakeholder mapping of precision weeding commercialization ecosystem in California

Precision weeding, a sector of agricultural technology in which drones and/or automated weeders use chemical, mechanical, or thermal means to eradicate weeds, has moved from academic research settings to commercialization. Because of labor shortage pressures, the push to gain competitive advantages, and the environmental impacts of excessive chemical inputs, many California growers have been interested in adopting precision weeding technologies in their operations. Using semi-structured qualitative interviews, this study investigated the viewpoints of three key stakeholder groups involved in the diffusion and adoption of precision weeding technologies: California growers, precision weeding startups, and agricultural technology venture capital firms. With the supplemental viewpoints of large agricultural firms and their corporate venture capital arms and government agencies, this study seeks to understand the compatible motivations between stakeholders, current collaborative models between stakeholders and their limitations, and the user journey for growers adopting precision weeding technology. We conducted 17 semi-structured qualitative interviews with diverse stakeholders in the precision weeding sector to gather textual data and gain high data saturation. Data collection balanced rigorous criteria for participant selection with adaptive interview questions to ensure depth and relevance. The analysis procedure involved coding and thematic framework development, complemented by grounded theory for iterative data examination and stakeholder map creation for distilling cross-organizational insights and stakeholder dynamics. The results indicated that compatible motivations include addressing current labor issues, reducing costs, and the potential of precision weeding to transform agriculture. Less cited but still popular motivations included having more weeding options, meeting specific field needs, and environmental sustainability. The individual and stakeholder group cognitive maps demonstrated that concerns such as startup longevity, the high expenses of precision weeding machinery, and some startups lacking a direct connection to growers commonly limit the growers' adoption of precision weeding technologies. The procedure and cognitive mapping presented in this study can be applied to other emerging agtech technologies and ecosystems. • Precision weeding is moving from research to market, helping growers address labor and environmental concerns. • Study investigated the shared interests/concerns and dynamics between California growers, startups, and venture capitalists. • Coded and created stakeholder maps to analyze 17 semi-structured interviews, distilling stakeholder dynamics. • Shared interests: labor, cost reduction, transformative potential. Concerns: startup longevity, startup-grower relationships. • Qualitative cognitive mapping can be applied to other emerging agtech technologies and ecosystems.