Bridging the gap: Lessons from the irrigation supply chain

Over the life cycle of an irrigation system, reliability, service and total system performance matter more than the initial invoice.

The irrigation industry is a tightly woven ecosystem, yet it often feels as though manufacturers, dealers and growers operate on different frequencies. At the California Agricultural Irrigation Association’s Fall Meeting in Pismo Beach, I was honored to moderate a three-part panel that brought together voices from across the supply chain for a candid discussion about the tensions that pull stakeholders apart and the solutions that can bring them closer together.

Trust under pressure

Across the board, the conversation kept circling back to trust. Manufacturers want confidence that dealers will uphold pricing integrity and represent their products accurately. Dealers want assurance that manufacturers won’t undercut them or flood markets with competing options. Growers want to know that the systems they invest in will perform reliably, season after season.

The challenge is that trust is constantly tested by pricing pressures, tariffs and the influx of new market entrants offering low-cost, and sometimes lower-quality, alternatives. The group agreed that true partnerships depend on more than just transactions; they require consistency, transparency and clear communication that extends well beyond the initial sale.

The installation imperative

One area of strong consensus was the critical role of system installation. Even the best-engineered components can fail to perform if the system is poorly installed. Manufacturers acknowledged the need to invest in dealer training and support, while dealers admitted that cost pressures sometimes force difficult trade-offs between doing it fast and doing it right.

For growers, the consequences of a bad installation can be devastating — lost crops, wasted water and diminished trust in the supply chain. The call to action was clear: Installation quality must be elevated to a shared priority, with accountability across all levels.

Information flow: From bottleneck to bridge

Another theme was the speed and clarity of communication. Too often, vital technical information moves slowly, inconsistently or not at all. Dealers expressed frustration at not always having access to up-to-date product specifications or installation guidance, while growers felt their feedback rarely makes it back to the people designing the equipment.

Technology can help, whether through online platforms, enterprise resource planning or customer relationship management systems, or digital knowledge bases, but only if it’s backed by a cultural commitment to openness and responsiveness. The supply chain can’t rely solely on informal conversations or occasional check-ins; it needs structured, reliable systems that make the right information accessible at the right time.

Training as a strategic investment

As systems become more sophisticated, technical training is no longer optional. Manufacturers who provide consistent education and certification programs equip dealers to confidently explain product advantages and troubleshoot issues in the field. Dealers who prioritize training for their own staff demonstrate credibility to growers, who are increasingly wary of being “test cases” for unproven solutions.

Growers emphasized that they value simplicity and reliability over flashy features. Promises of advanced technology ring hollow if they are not supported with hands-on training, realistic performance expectations and timely service. The lesson is that training is not just an operational cost; it’s a strategic investment in brand reputation and long-term market stability.

Pricing, value and long-term performance

Pricing remains a flashpoint. Growers want competitive costs but also recognize the danger of cutting corners. Dealers wrestle with the need to defend manufacturer value propositions while responding to downward pressure from the market. Manufacturers face the temptation of chasing volume, sometimes at the expense of long-term relationships.

The panels agreed that although cost will always be a factor, the conversation needs to shift toward value. Over the life cycle of an irrigation system, reliability, service and total system performance matter more than the initial invoice. The most successful partnerships are those that can articulate and deliver that value consistently.

Feedback loops and accountability

Perhaps the most striking message from the growers’ panel was frustration that their voices are not adequately influencing upstream decisions. Too often, products are introduced without sufficient consultation with end users, leading to features that miss the mark or systems that fall short in real-world conditions.

Growers want more involvement in shaping innovation, more transparency in product testing and more accountability when things go wrong. They stressed that the consequences of system failures are not minor inconveniences — they can threaten livelihoods. This is where the supply chain must do better: listening earlier, responding faster and treating grower feedback as a critical driver of continuous improvement.

Moving forward together

The Pismo Beach discussion was frank, sometimes tough, but ultimately constructive. It highlighted the friction points that can erode relationships, but it also underscored the shared responsibility — and shared opportunity — of the irrigation supply chain.

Manufacturers must balance innovation with practical support. Dealers must embrace transparency and prioritize quality installations. Growers must be empowered to provide feedback that genuinely shapes future offerings.

Bridging the gap requires more than acknowledging these challenges — it demands a cultural shift toward alignment, partnership and accountability. When trust is strengthened, training is prioritized and communication flows freely, the irrigation industry can move beyond transactional exchanges to build durable, mutually beneficial relationships.

The message from Pismo Beach was clear: The future of irrigation will not be defined by any one segment of the supply chain but by how well all three — manufacturers, dealers and growers — work together to deliver water, technology and trust where they matter most.

Jim Lauria is vice president of sales and marketing at Mazzei Injector Co. Lauria has extensive expertise in the irrigation space and is on the board of directors of the California Agricultural Irrigation Association and an active member of the Irrigation Association. Contact him at jlauria@mazzei.net or connect on LinkedIn at linkedin.com/in/jimlauria.