Andrew Gladden, Chief Technology Officer, Luckey Farmers, Inc., tells an amazing, pro-active story about how Luckey Farmer’s use of real-time data collection to track the commercial applicator and tender truck fleet, led to value-added uses to benefit growers: 1)  data helped to fuel 4R certification, 2) data is used as a system of record to help the co-op and growers in the Great Lakes watershed document where, when and how fertilizer and crop management products are being applied to fields and 3) data is enabling growers to participate in other incentive-focused conservation initiatives.