A new Israeli app, developed in the Arava region in the south, will help farmers around the world. The app is being showcased at the Agritech 2015 conference in Tel Aviv.
Pickapp was developed by Yuval Reich of Moshav Paran, located in the desert between the Dead and Red Seas.
A connoisseur of productivity, Reich was impressed by the dramatic impact of individual milk measuring on dairy farms’ production. He also noticed that farmers in Paran who spent the day in the field monitoring their workers got a lot more out of them. “What can be measured can be managed” became Yuval’s motto and he began thinking about how to combat fluctuations of productivity during the pepper-picking season. As the money time of every fresh food producer, efficiency is crucial.
Two other Paran farmers – Yoram Gommershtadt and Ori Ganot – joined forces with Yuval to develop a means of monitoring workers in agriculture. Yoram and Ori are second-generation settlers of the desert, who started their careers in engineering. Lured by the rural lifestyle of working in agriculture, these two are assets to Paran with their technical backgrounds.
The three farmers then turned to Ilan Aisic – a software expert with a background in creating complex info systems. His well-established company, Pointer, cooperated with the farmers to create a high-tech software system able to achieve diversity of functions and show specific data in real time.
Pickapp today combines location platforms with agro-technics to build a revolutionary map telling the farmer everything he needs to know about worker productivity in the field.