The role of the farmer is deeply embedded in the human psyche. Books and movies convey growers as uneducated, dirty overall-wearing yokels, but that depiction couldn’t be further from the truth.

In this podcast, Ian Harley, Cofounder and CEO of Traction Ag, maker of an ag-centric accounting software talks about the company’s recent raising of $3 million in seed funding, the importance of ag-specific software, and how consolidation in the industry could affect financials.