The document discusses the market opportunity for specialty crop automation for mid-sized farms between 25-1000 acres. It notes that these mid-sized farms represent a larger opportunity than smaller farms due to scale, and larger farms due to already having custom automation. The hypothesis is that automating specialty crops for mid-sized farms could address an unmet need and solve business problems in a market with sufficient scale. Next steps proposed include testing this hypothesis, observing customers to identify opportunities, understanding the business model better, and developing prototypes.

1. Specialty Crop Market Opportunity December 9, 2010 Dana R. Lonn, PE Managing Director, Center for Advanced Technology The Toro Company

4. Acres Specialty Crops

5. Medium Operations Larger Market of Farms & Total Acres Percentage, Strongest Area of Potential Source: 2007 Census of Agriculture

6. Farms 25-1000 Acres Potential Market Spotted: Greater Amount of Farms, With Largest Amount of Acreage

7. Large Operations Not Enough Farms to Make This Market a Feasible Choice Source: 2007 Census of Agriculture

8. Small Operations Largest Market of Growers, Yet Acreage Small & Logistics Potentially Not Feasible Source: 2007 Census of Agriculture

9. Worldwide Statistics *Includes: Pecans, Almonds, Walnuts, Pistachios