IoT Expert Talks Digital Leadership, Innovation at Hortau Annual Meeting

Joseph Bradley speaks to the Hortau team

SAN LUIS OBISPO, Calif. (Dec. 21, 2016) – Pointing to a digital revolution in agriculture and other industries, IoT expert and Hortau Chairman of the Board Joseph Bradley stressed the importance of driving value, digital leadership and innovation during his keynote speech earlier this month at Hortau USA’s annual meeting and holiday dinner at the historic Monday Club in San Luis Obispo.

“What a great time to be in this business and to be talking about innovation and disruption,” said Bradley, President of Business Ventures at predictive analytics platform provider Uptake. “When you fast forward to where we are today, it’s literally amazing with all the connected devices. If you think about all the data that’s been created, from the beginning of human time, we’ve created more data in the past two years than we did over the previous years of our existence.

“But when you take all of that data, less than 1% of it is still being used.”

That’s where Hortau comes into play, he said, creating a precision irrigation management platform that helps growers overcome an avalanche of ag data to make informed decisions in the field. That’s Hortau’s motto – Simplified Irrigation.

Bradley’s keynote also stressed the importance of a strong company culture, which Hortau strives for.

“You could have the best strategy in the world, but company culture eats strategy for lunch,” Bradley said. “… How good is your strategy if your culture doesn’t rely on your data in the first place? You have to value your analytics. You have to value your culture.”

Hortau, a provider of precision irrigation management systems and services for agriculture since 2002, celebrated that company culture and another successful year of growth and innovation at the annual event. It also recognized some of its biggest brand advocates in California agriculture, as well as recognized its employees of the year.

Hortau’s Moises Lopez was honored as technician of the year, for his dedicated service to customers in Southern California.  Ruz Shokrollahi (salesman of the year) and Ben Smith (grower support of the year) were recognized for their work with growers in California’s Central Valley.

“We had a great year as a company,” said Hortau CEO and co-founder Jocelyn Boudreau. “Everyone has been working really hard to take the company to the next level. We’ve grown our sales by 50% again this year, for the fourth year in a row. Our grower support has been tremendous. We’ve tackled a lot of challenges for our customers and we’re at the forefront of our industry. … Thanks to everyone on the team.”

Visit for more information on Hortau’s proprietary irrigation management systems, and simplified software and mobile apps, or contact a local representative at (805) 545-5994, ext. 358 or media@