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High-Tech Farming

Israeli agritech start-ups to show
Michigan a different side of Israeli
technology at MIBB event.

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here there's water, there's
along with MIBB, will bring five prom-
agriculture, says Pam
ising early-stage companies to meet
Lippitt of the Michigan-
investors and state officials at events in
Israel Business Bridge (MIBB), a non-
Metro Detroit. The start-ups represent
governmental organization that pro-
a range of technologies, including one
motes ties and trade
that uses natural herbs to
between Israel and
more effectively prevent
Michigan. Bounded
insect infestation of plants
by lakes Great and
(EdenShield), a company
small, Michigan in
with a low-cost robot to
2002 ranked second
milk cows (MiRobot) and
among U.S. states in
a technology firm that uses
output of tart cher-
solar power for livestock
ries, third in apples,
sensors.
and fourth in prunes
Thanks to the best-selling
and plums.
book The Start Up Nation,
"Most people think
many people in the U.S. and
of Michigan as an
abroad know about Israel's
Pam Lippitt, ex ecutive
tech accomplishments in
`urban state, but agri-
director of the Michigan-
culture is actually the
computers, networking,
Israel Business Bridge
state's No. 2 industry:'
mobile, the Internet and
other information technolo-
Lippitt said.
To that end, Israel's Trendlines
gy areas — but the story of Israel's agri-
Group is bringing five Israeli agritech
tech advancements is less well known.
That's why Trendlines is bringing Israeli
firms to meet with investors, potential
customers and state officials.
agritech start-ups to Michigan as part of
As the population of the world
a six-city/five-day tour (the companies
increases, agritech — technology
will also be at events in New York, St.
to produce more and better-quality
Louis, Denver, Boulder and Memphis).
food — will become perhaps the most
"Our goal is to introduce our prom-
important area of high-tech in the
ising agritech companies to potential
coming years.
investors and strategic partners in
As the world runs out of prime
the U.S.," said Trendlines CEO Steve
farmland, more food is being grown
Rhodes. "It is also about increasing
on traditionally less-productive land
awareness among American investors
— in semi-arid areas near deserts or
and corporations about the fantastic
in areas with sparse water resources — opportunities in Israel in the agritech
and countries around the world with
space"
burgeoning populations to feed are
And there's plenty of opportunity
for Israeli agritech in Michigan, Lippitt
looking to technology to help.
Increasingly, they are looking to
said. "Many people here do not yet
Israel for those solutions. The Negev
know of the potential of Israeli technol-
and Arava deserts, once considered
ogy and it is our mission to get this
an agricultural "dead zone are today
message across:' she said. "I am positive
Israel's breadbasket, replete with
we will be able to bring much more
grains, fruit trees and vegetables.
Israeli innovation to this state:'
More than 40 percent of Israel's veg-
etables and field crops are grown in
MIBB's "Why Agritech and
the Arava and Negev, while 90 percent
Why Now," presented by Steve
of Israel's melon exports are from the
Rhodes (at
Arava. Israel's agricultural miracle is
right) of the
the result of hard work, perseverance
Trendlines
— and technology. Drip irrigation
Group, takes
technology was invented in Israel,
place Tuesday,
and Israel is the world leader in using
April 23, from
desalinated water for agriculture.
8:30-10 a.m.
Now, a new generation of Israeli
at Automation
technology, being developed by high-
Alley in Troy.
tech start-ups, is helping to solve even
Register online at
more of the issues that affect food
www.michiganisrael.com .
production, and the Trendlines Group,

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20 April 18 • 2013