Morgan Holler
Morgan Holler, a fifth-generation farmer from Pierpont, South Dakota, has always had a strong connection to agriculture. Growing up on his family’s farm, he knew from a young age that farming was where he belonged. After earning a degree in agronomy and plant science from South Dakota State University (SDSU), Holler returned home with a plan to work in crop consulting.
His career began with advising on soybeans, corn, and small grains, guiding farmers through the maze of state regulations and detailed record-keeping. But over time, the monotony of managing spray reports became increasingly frustrating. “The process was tedious, time-consuming, and prone to errors—especially during the busy seasons,” Morgan recalls. Instead of continuing to wrestle with the same challenges, he saw an opportunity to create something better.
That’s how My AgReport was born—an app designed to simplify the creation, tracking, and storage of spray reports. Built by a farmer for farmers, it aims to reduce the administrative burden of farm management, allowing growers to focus on their fields.
A spray report is a detailed record required when applying pesticides, herbicides, or fertilizers to crops. Spray reports are essential not only for regulatory compliance but also for safety, transparency, and accurate field management. These reports must include specific information such as:
Date and time of application
Weather conditions
Field location and size
Type and amount of chemicals used
Name and license number of the applicator
Equipment details, including nozzle size and spray pattern
Farmers who also offer custom pesticide application services—as Morgan does—face even greater challenges in keeping records organized and accessible. Understanding these difficulties firsthand, Morgan developed My AgReport to streamline the entire process.
The app generates a spray report in just 20 seconds, contrasting sharply with traditional methods that often involve manual logs and spreadsheets. Not only does this save time but it also reduces the risk of errors and ensures farmers are always audit-ready. Given Morgan’s dual role as both a farmer and custom applicator, he needed a tool that could handle the unique challenges of both personal and commercial spraying. Unlike generic agricultural apps, which often lack the flexibility required for these multifaceted roles, My AgReport was built from real-world experience, making it especially valuable to farmers facing similar demands.
By blending his passion for agriculture with his knack for problem-solving, Morgan transformed a personal need into a solution that now supports farmers across the U.S., Canada, and Australia. As the app continues to grow, it remains rooted in its original purpose: to help farmers work smarter, not harder. Starting at $49 per year and later increasing to $250 per year, My AgReport provided farmers with an efficient way to track crucial information, including time, date, weather, crop chemicals, and applicator details. Over the next seven years, the app's success enabled 95% of revenue to be reinvested into new features, enhancing its capabilities and expanding its reach.
Holler’s journey as an entrepreneur was not without challenges. Initially, he believed he had to shoulder every responsibility alone. However, he soon realized the power of delegation and collaboration, bringing in trained professionals and using AI-driven tools for SEO and prototyping. These strategic moves allowed him to maximize efficiency and scale his business, proving that innovation and teamwork go hand in hand.
Beyond his professional success, Holler remains deeply connected to his family and community. As a husband and father of three daughters, he finds satisfaction in seeing his family take pride in his work. If there's one lesson to take away from Morgan's story, it's the lesson he's striving to teach his daughters through his work. That no matter the stereotypes or barriers, there is always a space for you to thrive in—whether it’s through passion, strength, or unique contribution. Morgan's journey shows that you don’t need to be working directly on a farm to be part of the agricultural industry. This advice extends beyond agriculture; it applies to any industry, where innovation and dedicat
