Overland Park ag-data startup Farmobile is embarking on a major strategic partnership with AGCO, an ag equipment manufacturer whose brands include Massey Ferguson, Challenger and Valtra, among others.

The deal will allow Farmobile to increase the sales and distribution of its “passive uplink connection” device, which plugs into the cabs of big farm equipment and collects farming data. U.S.-based AGCO dealerships will start selling Farmobile devices and subscriptions early next year. By the end of 2017, AGCO outlets around the world could be selling Farmobile.

“AGCO’s focus on practical solutions for farmers as well as their commitment to the transparency of data privacy and ownership clearly aligns with our farmer-centric model,” said Jason Tatge, CEO of Farmobile.

“We think it makes complete sense for AGCO to partner with an independent data company to enhance their customers’ ability to collect data. AGCO customers will be able to connect their entire equipment fleet to enable a single, uniform data standard across brands. Our Electronic Field Records (EFRs) make it simple for farmers to collect, store, touch and share their digital assets. Mixed fleet data collection at scale has never been easier; this partnership provides customer reach to our already robust data services.”

AGCO already has a fleet and operational service, which it provides to customers through its Fuse Connected Services offering.

“This partnership with Farmobile complements our existing technology and equipment to ensure our customers have the best data tools on the market today,” said Eric Hansotia, senior vice president, global crop cycle, advanced technology solutions and dealer tech support at AGCO.

“We’ll enhance our existing offerings to connect mixed fleets and ensure that farmers have a near real-time view of their entire field operation from planting to spraying to harvest. We’re proud to have found a partner that shares our feeling that data collected belongs completely to the farmer.”