Technology in agriculture (ag-tech) is how to feed a growing population, make farming more sustainable and improve the lives of farm animals, say 85% of the 3,000 participants in Cargill’s new three-continent consumer survey. At the same time, only about half of those surveyed want their food to come from a technologically advanced (vs. traditional) farm. Industries like medicine and education are where respondents most want to see technology used. Farming ranks third—above defense, manufacturing, retail and food.

“We know that new technologies are allowing farmers to make better, faster, more informed decisions to feed a hungry world while protecting the planet,” says Sri Raj Kantamneni, managing director of Cargill’s digital business, Minneapolis. “We also know that agriculture is still the least digitalized industry sector in the world. That means there’s a lot of opportunity—and a lot of need—for greater investment in ag-tech. This survey highlights that in order to help humanity benefit from these advancements, we first need to do a better job of explaining the value of new technologies to consumers.”