WGCIT RESIDENT HOW HEAVYCONNECT IS DIGITIZING AGRICULTURE By Emily Lyons, Program Manager
In an industry where tradition often meets innovation with cautious optimism, HeavyConnect is proving that technology built from within agriculture can transform how farms operate. At the helm of this transformation is Roberto De Leon, Head of Growth for HeavyConnect, who brings over two decades of experience in customer-facing technology and a deep understanding of the agricultural landscape. “I moved into agriculture about seven years ago,” De Leon said. “What struck me immediately was how much opportunity there was to improve efficiency—especially with the growing pressures of labor shortages and compliance requirements.” HeavyConnect was born out of this need. The company’s mission is clear: simplify and automate the complex web of compliance measures that farmers face daily. From food safety and worker protection to payroll and piece-rate documentation, the burden of paperwork in the field is immense. HeavyConnect’s solution? Eliminate paper and digitize the process. At the core of HeavyConnect’s technology are two components: a mobile app and a dashboard. The app is designed for field workers to easily input compliance data, while the dashboard serves as the central hub where that data is aggregated, interpreted and made actionable. “We focus heavily on the app experience,” De Leon explained. “Because if the data isn’t collected properly in the field, it’s not useful. We want the interface to work for the people actually using it—farmworkers and supervisors.” What sets HeavyConnect apart is its origin story. Unlike many agtech solutions that are built in boardrooms and sold to farms, HeavyConnect was built on the farm, for the farm. “It was built to be used, not sold,” De Leon said. In fact, the company doesn’t have a traditional sales team. Growth has been
entirely organic, driven by referrals and word-of-mouth. “Our users become our salespeople,” he added. Pricing is equally straightforward—monthly, per-user subscriptions that make the platform accessible to farms of all sizes. And for those with unique needs, HeavyConnect offers customizable dashboards and data flows that integrate across the entire supply chain. Looking ahead, the company is exploring cutting-edge technologies like touchless device interactions and artificial intelligence to further enhance data processing and usability. “We’re always thinking about what’s next,” De Leon said. “The industry is evolving, and we want to evolve with it.” In a world where agriculture is under increasing pressure to do more with less, HeavyConnect is proving that smart, user-centered technology can be a powerful ally. By digitizing compliance and streamlining operations, they’re not just helping farms survive— they’re helping them thrive. “HeavyConnect’s growth and success hasn’t come from selling harder, but from solving better. By removing paperwork and improving efficiency, HeavyConnect turns users into champions— our customers create the momentum, and for that, we’re truly grateful,” De Leon said.
45 Western Grower & Shipper | www.wga.com January – March 2026
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