We Are Ag Leader: Sergey Ryzhov, Territory Manager – Northern Plains

Growing up in a military family, Sergey Ryzhov’s early life was anything but stationary. Born on a Soviet air base in northwestern Poland in the late 1980s, he moved with his family many times, including a stint at an air base in Myrhorod, Ukraine.

“My father was an Air Force pilot flying MiG and Su jets, so my childhood was closely tied to aviation and frequent relocations,” Sergey says. “I’ve moved about 20 times in my life — eight times with my parents and the rest on my own.”

Captivated by Computers

From an early age, Sergey was captivated by computers, starting with a Soviet version of the ZX Spectrum called “Byte,” where he began coding in BASIC. Later, he moved to the IBM 486, learned Pascal and C++, and even competed in local coding contests.

Although a career in software development seemed like a natural path, Sergey realized he wanted a life that combined travel and meeting new people.

“I didn’t want to spend my whole life in front of a computer,” he says, adding that he didn’t yet understand what kind of “life on the road” awaited him in sales and international business.

“Sometimes you have to be careful what you wish for,” he laughs.

An Unexpected Path

Unsure what to study next, Sergey followed his mother’s advice and earned a Master of Science degree in Optical Physics. She believed that if he could master physics, he’d be ready for any career.

As he worked on his thesis, Sergey began thinking about what would come next. “My father mentioned a local agricultural company was looking for a young engineer and suggested I apply,” he recalls. “At first, I laughed because I knew nothing about agriculture. Ultimately, I went to the interview just for the practice.”

Despite having no formal background in agriculture, that encounter launched his career in precision ag. “I walked in and saw GPS guidance systems, trucks with antennas for soil sampling, rugged Panasonic laptops, and opportunities to travel across the country and internationally,” Sergey says. “I was hooked.”

Sergey has 16 years of experience in precision agriculture, including 13 with Ag Leader. He joined the company to grow the dealer network in Eastern Europe. Nearly four years ago, he and his family moved to the United States, where he became a Territory Manager covering the South and West while continuing to assist European dealers. He now serves as the Territory Manager for the Northern Plains.

While his journey began far from the fields he now helps farmers navigate, each step prepared Sergey for the work he’s truly passionate about today. “I’m genuinely excited about the opportunity to bring my experience, dedication, and passion for supporting growers to this role,” he says.

Ag Leader: Tell us about how your role has evolved at Ag Leader.

Sergey Ryzhov: My role at Ag Leader has evolved quite a bit over the years, depending on the territories I managed. When I first started, Ag Leader was almost unknown in Europe, and many growers were skeptical or even afraid to try new precision ag technology. My main goal back then was to prove that our products worked – that they were reliable, easy to use, and truly adapted to the European market.

A big part of my job was not just selling but building confidence both among growers and within our dealer network. I spent a lot of time training dealers to become self-sufficient, so they could handle most issues on their own and provide fast, local support because in modern agriculture, farmers rely heavily on technology, and their entire business often depends on how reliably that technology performs.

That’s why I’ve always taken my role personally. During busy seasons, I’m almost always online and available for dealers and customers. I make it a point to keep learning so I can answer most questions on the spot and not just give the easy “It’s not supported” answer but find a way to make it work. I see my job as being a reliable partner who goes above and beyond to support our network, and that’s something our dealers and, ultimately, our growers really value.

AL: What do you like most about working at Ag Leader?

SR: What I like most about working at Ag Leader is that our products are truly easy to use. Most people don’t realize how difficult it is to design something that works seamlessly across different countries, languages, and farming practices and still feels intuitive to the end user. That’s something we do really well.

I also appreciate the quality and longevity of our products. In agriculture, timing is everything; when a job needs to be done, it has to be done NOW. If you miss that window, it often doesn’t make sense to do it later. So, building reliable, “bulletproof” products isn’t just a goal it’s a responsibility, and I’m proud we take that seriously.

Another thing I really like is that we still care about the products we sold even 20 years ago. You occasionally see growers still running PF3000 or even YM2000 monitors, and we’ll still repair them if needed. Not many tech companies can say that.

I’m also proud that the products I sell hold their value and help growers in their hard work every single day. When it’s time for them to upgrade, they can still get a good price for their older displays. That says a lot about the quality of what we build and the trust we’ve earned over the years.

AL: What does it mean to you to work for a company that is family owned and operated?

SR: In today’s world of acquisitions and giant corporations, it’s unique to work for a company that’s still family owned and independent and yet remains competitive globally. What I appreciate most is that decisions at Ag Leader are driven by values, not by shareholders.

We don’t chase short-term profits or trends. We focus on doing what’s right for the customer and building products that truly last. While big corporations spend billions on marketing, we compete simply by being dedicated to our mission and standing behind what we build. That’s something I’m proud to be part of.

AL: How do you ensure quality each day in your role? 

SR: For me, ensuring quality starts with being reliable – both for our dealers and our growers.

In short, I ensure quality by being proactive, detail-oriented, and dependable – treating every dealer and grower’s challenge as if it were my own.

AL: If there was one thing you want farmers to know about Ag Leader and the products we create, what would it be?

SR: If there’s one thing I’d want farmers to know about Ag Leader, it’s that everything we build is designed with them in mind. We’re not just creating technology for technology’s sake – we’re building tools that make their daily work easier, more efficient, and more reliable.

Our products are built to last, easy to use, and backed by people who truly care. We understand that when something goes wrong in the field, it’s not just an inconvenience – it’s time, it’s yield, it’s money. That’s why reliability and support are at the heart of everything we do.

I’d also want them to know that we’re independent and focused on doing what’s right for the grower, not what looks best on a quarterly report. Ag Leader is here for the long run, and we stand behind every product we make.

AL: In your time at Ag Leader, can you share an achievement or experience you are most proud of and why?

SR: What I’m most proud of during my time at Ag Leader is being part of a team of hardworking people who genuinely make farmers’ lives easier – helping them be more productive, reduce input costs, boost yields, and ultimately have a better quality of life.

In terms of achievements, I had the rare opportunity to introduce new technology into a very traditional and conservative industry, and to watch how it gradually changed the way people farm and make decisions. Seeing that transformation firsthand – from skepticism to full adoption – was incredibly rewarding.

I’ve also really valued the chance to work across different countries and cultures. I’ve visited places most people would never go, met amazing local farmers and dealers, and learned how to connect with people no matter where they come from. It’s broadened my worldview and taught me that while farming practices may differ, the challenges and values are often the same everywhere.

AL: What do you like to do in your free time?

SR: In my free time, I’m a big fan of watersports – kiteboarding, wakeboarding, and surfing. Unfortunately, those aren’t readily available in Iowa, but I hope to get back to them eventually.

Right now, I focus on spending as much time as possible helping my wife with our kids. Since I travel about 50% of the time for work, it’s important to me to be present when I’m home and support her. Balancing family and work is something I really value. •