IoT is moving beyond smart homes and city grids. From wide farmland in the US to small breweries in Europe, businesses in niche industries are using basic, purpose-fit technology to monitor operations and reduce manual work.
Two recent examples show how different environments shape the way IoT is deployed – and how much of the focus remains on getting the basics right.
LoRaWAN Network rolls out for US farms
Emergent Connext is working with Microsoft’s Airband initiative to expand LoRaWAN coverage in farms in California, Ohio, and the Mississippi Delta. These areas often lack reliable internet, making it hard to use tools like irrigation monitors or livestock trackers. LoRaWAN is a low-power, long-range wireless protocol that suits rural spaces. Unlike cellular networks, it can connect devices over several kilometres with minimal energy use.
The partnership is a step toward solving a basic problem: farmers need steady, affordable access to data networks. The LoRa network helps farms collect sensor data in real time – like soil moisture levels or temperature swings – without depending on costly or unstable mobile coverage. By targeting farming communities, the project hopes to support agtech adoption where infrastructure gaps still exist.
Microsoft supports the project through its Airband program, aimed at improving internet access in underserved regions. Emergent Connext brings its partnerships with co-ops and wireless providers to handle deployment.
Connecting breweries through PLC systems
Meanwhile, breweries are facing a different connectivity challenge. PLAATO, a startup focused on fermentation-based industries, is working with Telenor IoT to make it easier for brewers to monitor production. The goal is to give operators a clear view of what’s happening in brewing vats without having to build custom systems from scratch.
Breweries often use programmable logic controllers (PLCs) to run equipment, which are common in industrial settings but can vary widely by brand and setup. PLAATO’s platform collects data from such systems and displays it in a single dashboard. Brewers can follow a recipe, manage fermentation, and catch issues early. Telenor IoT supplies a managed service that connects all IoT hardware’s data into a unified setup.
Such a facility is useful for brewers who want better information but not to replace existing infrastructure. By standardising the data layer, breweries don’t have to invest in new machines or complex retrofits.
Choosing the right tech for the job
Both examples highlight how IoT isn’t always about high-end AI or complex automation. It’s often about matching the right tech to the environment. LoRaWAN fits large, open areas where power and bandwidth are limited, and PLC-based systems make sense inside structured industrial settings where equipment is already in place.
In farming, many devices are spread over wide areas and run on battery power, which is where LoRaWAN shines. In breweries, where machines are often close together and wired into production lines, PLCs offer a simpler starting point. IoT here is less about new hardware and more about making better use of what’s already there.
Market growth shows long-term demand
The beer brewing production system market is worth about US$3.4 billion in 2025, with annual growth of around 4.5%. Home brewing is also expanding, expected to hit US$38 billion in value this year. In farming, the global market for agriculture IoT is growing steadily as more farmers try to cut waste and improve yields.
The numbers show growing interest, but they also point to a need for tools that are simple to use and work under real-world constraints. Whether it’s a remote crop field or a mid-size brewery, many teams aren’t chasing the newest tech – they just want stable, visible systems they can trust.
Data ownership and access still in focus
As more devices come online, the question of who controls the data becomes harder to ignore. In agriculture, farmers are cautious about sharing data with outside platforms, especially when they’re unsure how it will be used. Some prefer local data storage or direct device access to avoid handing over control.
The issue also affects breweries. Production data can reveal a lot about output, quality, and internal processes. While cloud platforms offer convenience, they also raise concerns about privacy and vendor lock-in.
Emergent Connext and PLAATO both say their systems aim to give users control over how data is handled. But in many sectors, there’s growing demand for transparency in how data is stored and shared.
Both projects started small but are built to scale. Emergent Connext plans to expand its network beyond initial farm zones, while PLAATO is adding more features to support other types of fermentation-based production. Progress shows that IoT doesn’t have to start big to be useful. What matters is that the tech works, fits the environment, and solves problems without adding more complexity.
(Photo by Gozha Net)
See also: Humanoid robot could tackle global labour shortage
Want to learn about the IoT from industry leaders? Check out IoT Tech Expo taking place in Amsterdam, California, and London. The comprehensive event is co-located with other leading events including Cyber Security & Cloud Expo, AI & Big Data Expo, Intelligent Automation Conference, Edge Computing Expo, and Digital Transformation Week.
