Testing the Power of Global Market Data: University of Florida Researchers Launch Initiative to Improve Agricultural Decision-Making
- Agtools Inc.
- 6 days ago
- 2 min read
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Release Date:
January 8th, 2026
FOR IMMEDIATE RELEASE
Testing the Power of Global Market Data: University of Florida Researchers Launch Initiative to Improve Agricultural Decision-Making
Orange, CA, January 8th - The global market can have a significant impact on farm profitability, particularly for producers operating in competitive regions. With crops being grown and sold globally, fluctuations in supply and demand can lead to increased volatility in the market.
By leveraging advanced data analysis technologies, farmers can gain a better understanding of market trends and conditions, enabling them to make more informed decisions about their crops. This is especially important for Florida's specialty crop industries, which often face stiff import competition. Having access to up-to-date information on global market gaps, pricing, and demand can provide farmers with critical knowledge to navigate the market.
The University of Florida is partnering with Agtools to evaluate the impact of emerging data
analysis technology on market decision-making in agriculture. This partnership aims to develop a market analysis framework using the Agtools Data Analytics Platform, which will focus on at least two fresh produce commodities that are important to Florida's agricultural industry.
The selected crops will represent critical products for Florida farmers, and may include Blueberries, Bell Peppers, Potatoes, Oranges, Strawberries, Plum Tomatoes, Snap Beans, Grape Tomatoes, Seeded Watermelon, or Seedless Watermelon.
Through this initiative, supported by a University of Florida Research Investment grant, a group of existing program participants will receive training and technical assistance to help them understand and utilize the Agtools data platform. An economic experiment will also be conducted to evaluate the impact of using market analysis on decision-making from program participants before- and after-their use of input from the Agtools data.
"This research has the potential to provide Florida specialty crop growers with a valuable tool to navigate the complexities of a rapidly changing global market," said Dr. Suzanne Thornsbury, Professor, Food and Resource Economics, UF/IFAS. Success depends on incorporating the human factor with benefits from advanced data analysis technologies in making strategic decisions.”
Martha Montoya, founder of Agtools and expert in global commodity markets, has seen firsthand how granular data can improve farm operations. "As someone who has worked with farmers in various parts of the world, I've witnessed firsthand how access to detailed market data can transform a farm's bottom line," she said. "I'm excited about the potential for this research to build on that knowledge and provide even more valuable insights to Florida farmers."
We're excited about the potential for this research to improve farm incomes and sustainability in Florida, particularly during times of uncertainty and volatility in the market," said Dr. Thornsbury.
About Agtools®
AGTOOLS, Inc. was founded by food industry veterans who know the food and agriculture industries unique challenges. Agtools® is an AI data science company harnessing its powerful computational capabilities, fueled by a vast repository of historical market data and economic trends, to forecast product performance with unparalleled accuracy. By integrating multiple market indicators and sentiment analysis with its advanced machine learning algorithms, Agtools uncovers subtle patterns that inform investment decisions, helping clients optimize portfolio performance and mitigate risk.