Fields and algorithms

An old and remote farm in the wintry landscape of the Münsterland region. Cobbled roads, half-timbered buildings and a rural idyll for as far as the eye can see. Occasionally, the sun pierces through the fog, causing the snow-covered fields to glitter. The entire scene feels like something from a bygone era. Until Marie Hoffmann comes out of the house clutching her mobile phone, followed by two sausage dogs and a cat. The young woman is one of Germany’s most successful agricultural influencers, giving millions of followers her - highly modern - take on farming. 

Agriculture to go

Marie uses her social media posts and videos to address all kinds of different agricultural topics – from arable farming and livestock breeding to soil health, sustainability, agricultural technology and digitisation.

“I want non-farmers to understand the current challenges and opportunities in agriculture,” the 28-year-old agricultural scientist and doctoral student explains while feeding and stroking her sheep.

Marie doesn’t come from a family of farmers - her father is a skilled tradesman and her mother a teacher. She developed her love of agriculture because of her grandpa, who would take her to farms and show her just how much life abounds in the soils, fields, stables and hay bales. “I always enjoyed being outside and realised at a young age that this job is just the thing for me.”

Efficiency and sustainability are not mutually exclusive

The influencer cannot really relate to the often emotional debates between advocates of organic versus conventional farming. She talks openly about conflicting goals: yields, weather-related risks, costs, social expectations. And to address them believes that a practical and logical approach is best: “In many cases, efficient farming methods are the key,” says Marie. When it comes to the controversial subject of pest management, for example: she believes it’s crucial to use pesticides only where they are really needed. 

As far as greater efficiency is concerned, Marie sees huge innovative potential: she talks about driverless farm vehicles, robots, drones, artificial intelligence, software and data interfaces - and about what would really help farmers. “Technology is making enormous leaps forward just now,” she says. “But not everything is suitable for everyone - and often it’s a question of cost.” 

In her posts, the agricultural influencer tests new equipment and applications, explaining the benefits and limitations. “Farming is an attractive job with a future,” says Marie. “Though only if we are willing to keep learning.”