Not sure what farmers you grew up with, but the ones in the upper plains are fine with tech (heck, most of them had cellphones and GPS before the rest of us). You run combines for a living and you cannot avoid tech these days. They are conservative, but get that from all the people who keep trying to sell them wonder stuff.

The biggest problem with this startup is that they are going to run into farmers who electronically sign their contracts on company websites that already have other value added services to attract the farmers in the first place. These companies also have local elevators and sales reps who sit in the cafe and have coffee with the farmers or visit them in their fields. Many are staffed by people who have done farm work (hired hand, kid not taking over for the parents).