The "Expert from the City" and Innovation in Farming

The phrase "The expert from the south" (or better translated as "expert from the city") holds a distinct resonance in Icelandic culture. Known in Icelandic as sérfræðingur að sunnan, this term historically served as a derisive label for urban professionals who visited rural farms, bringing with them newfangled ideas perceived as disconnected from the realities of agricultural life. Encountering this term in the Icelandic farmers' biweekly newspaper Bændablaðið recently made me chuckle—and then reflect.

Reflecting on my own journey, I realise with some embarrassment that I have become one of those so-called experts. My fascination with agricultural innovation has deep familial roots. Like many farmers of their time, my great-grandfather and his three brothers, who farmed together, embodied entrepreneurial spirit. They diversified farm income through activities like fishing, producing floats from volcanic pumice stone for the fishing industry, and inventing practical solutions such as a drying system for hay storage to mitigate fire risks.

Back then, this wasn’t called innovation — it was simply practical problem-solving and income diversification to support the four families farming together. Growing up working with them on farm instilled this ethos in me from an early age.

Fast forward a few decades, and my work now focuses on agricultural innovations—not on the farm, but as an "expert from the city." Initially, I engaged with the field as an academic conducting agricultural research, and I now work as a consultant supporting innovation activities in the sector.

This dual perspective—as both a farmer’s descendant and a professional in agricultural innovation—has granted me unique insights into the innovation pipeline. It has also given me a deep appreciation for the scientists, entrepreneurs, and farmers involved in this process. While innovations in agriculture are both needed and generally welcomed, hurdles persist along the way.

Time and Language Barriers

Aside from the practical and financial hurdles , two significant challenges are time and language. Farmers, researchers, and entrepreneurs alike are often time-poor, with little availability to interact. Additionally, each stakeholder group communicates with its own technical language, operates on different timelines, and follows distinct workflows that are unknown to the others, creating barriers to understanding and collaboration.

Bridging Gaps: The Role of User-Centred Design

The growing emphasis on connecting researchers with farmers has been encouraging. Developing these links is vital, as user-centred design plays a crucial role in the success of agricultural innovations where solutions must not only address farmers’ needs but also avoid adding to their already heavy workload.

This links to theories such as the Diffusion of Innovations by Everett Rogers that highlight how innovations spread through social systems. Rogers emphasised that successful adoption often depends on compatibility with existing practices, the perceived advantage of the innovation, and effective communication channels. This is particularly pertinent in agriculture where diffusion of innovation often occurs through peer-to-peer learning. Similarly, Open Innovation models, as championed by Henry Chesbrough, underscore the importance of collaborative processes where external and internal stakeholders co-create solutions. These frameworks resonate strongly in the agricultural context, where practical application and trust are paramount.

Conclusion

Reflecting on the term serfræðingur að sunnan has been a reminder of the complexities inherent in agricultural innovation. While the context and tools have evolved, the core challenges - communication, collaboration, and practical implementation - remain timeless. By fostering strong connections between stakeholders and applying user-centered design principles, we can ensure that innovations are not only embraced but also truly beneficial to the farming community.

The journey from farm to "expert from the city" has highlighted to me that innovation thrives best where practicality meets collaboration. As we continue to tackle the challenges of modern agriculture, this blend of grounded knowledge and forward-thinking creativity will remain key.