The ‘ground truth’ gap in AgTech: Why satellites alone can’t save supply chains

The Earth observation sector is experiencing a golden age. Satellite hardware and launch costs have plummeted, and computer power, driven by AI and analytics, continues to improve. That's led to a genuine revolution in precision agriculture and automated supply chain monitoring.

For agribusinesses, investors and regulators, it's an appealing mix: using satellite technology to track crop yields, monitor deforestation and ensure regulatory compliance without anyone ever having to set foot in the mud.

By doing so, companies are not stopping deforestation; they are merely displacing it, or in some cases, exacerbating it. Suppliers who are frozen out because of tech alerts do not disappear. Instead, they often continue operating the same way, moving their products to so-called leakage markets — regions or buyers with lower standards and less scrutiny.