ABSTRACT
In Brazil, the preferred term for site-specific crop management using information technology is precision agriculture (PA), probably because of the ease of translation into Portuguese and the image of modernity that it conveys. When progressive farmers are asked what they think of PA they commonly reply that they are aware of it, that it is an important technological development, and that sooner or later they will have to move toward adopting it. Their greatest concern related to adoption is the additional cost in relation to the perceived benefits. Second, they worry about the knowledge needed from their crop consultants and the training needs for their employees who handle the majority of field operations. When crop consultants are asked the same question, the common reply is that they are aware of PA but it is too complicated and too expensive, implying that it is still premature to recommend adoption. Their greatest concerns are centered around the cost:benefit ratio of PA within the current state of Brazilian agriculture as well as the need for training.
