As the fields near harvest, MASA continues working behind the scenes to power your farm with smarter tools and stronger data.
Dear Friend,
In this edition of the FarmSmart Newsletter, we’re bringing you updates that showcase the momentum and growth happening across MASA. This month’s stories highlight how we’re strengthening our platform, expanding opportunities for connection, and adding new tools to help you get the most out of your data.
You’ll start with a message from our CEO, followed by details on the upcoming 2025 MASA Software Summit, where users will gather for collaboration, training, and hands-on insights. From there, we’ll dive into new developments with DataXChange, DataBridge, and Cropzilla, each offering smarter ways to simplify and streamline your workflow. Finally, meet Kim Sheese, the newest member of our team, who brings decades of experience to supporting our user community.
Here’s what you’ll find inside this month’s issue:
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CEO Update
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MASA Software Summit
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DataXChange
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DataBridge
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Cropzilla
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Welcome: Kim Sheese
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CEO Update
A Message from Leslie
We’re entering an exciting chapter of growth—and I couldn’t be more energized by the opportunities ahead for all of us.
Each enhancement we introduce, each tool we refine, and each connection we foster with our users contributes to a larger vision: one where farms and agribusinesses thrive with the right insights, the right support, and the right technology at their fingertips.
In this issue, you’ll see that vision come to life. From new ways to streamline information, to fresh perspectives from the newest members of our team, to upcoming opportunities for collaboration and learning—we’re building something that keeps you at the center. At its core, this is about progress, innovation, and partnership.
Thank you for being on this journey with us. The momentum is strong, and together, we’re shaping what’s next.
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2025 MASA Software Summit
Hands-On, Data-Driven, and Built for Collaboration
The countdown is on! In just two weeks, we’ll gather for the 2025 MASA Software Summit—a two-day event designed to help farms, agribusinesses, and advisors unlock more value from their software tools while exploring the latest innovations from MASA.
This year’s Summit will take place in West Des Moines at the Hampton Inn & Suites. For those traveling in, a dedicated room block is available to make your stay easy and convenient.
Register for In-Person Summit | Book Hotel Room
One of the highlights of the Summit will be the official release of DataXChange, MASA’s newest solution to simplify and accelerate data connection. With reusable templates, multi-file processing, and immediate error visibility, DataXChange saves time and reduces rework so users can focus on what really matters—making better decisions with their data.
You’ll also get a first look at exciting enhancements to Cropzilla and new DataBridge analytics capabilities, all designed to bring greater clarity and efficiency to farm and agribusiness management.
Beyond the new technology, the Summit will feature practical, hands-on sessions where users can learn directly from MASA experts and peers. Whether you’re looking to streamline workflows, connect data across teams, or explore new ways to measure profitability, you’ll leave with strategies you can put to work immediately.
Virtual Attendance Options
We look forward to welcoming you September 10–11 in West Des Moines for two days of learning, collaboration, and a closer look at how MASA is powering smarter decisions with better data.
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Maximizing the Power of FBS
The Next Leap: DataXChange Arrives this September
Accurate, timely, and actionable data is the backbone of modern farm and agribusiness management—and now, MASA is taking a major step forward with the release of DataXChange this September. This powerful new tool will be a featured highlight at the MASA Software Summit, where attendees will participate in hands-on working sessions to see DataXChange in action.
Built for today’s connected farm, DataXChange streamlines the way external data flows into your FBS system. Instead of time-consuming manual entry, users can rely on near real-time imports from virtually any outside source. From transaction data and crop applications to livestock packer reports and feed mill information, DataXChange ensures your operation’s data is accurate, consistent, and ready when you need it.
Key Features:
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Unlimited Imports – Bring in data from multiple sources across companies with batch file support.
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Custom Mapping – Match external data fields directly to FBS with an intuitive, visual interface.
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Reusable Data – Save data and import settings to streamline recurring workflows.
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Error Validation – Built-in checks prevent “bad data” from disrupting your books or reports.
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Cloud Convenience – Access anywhere in the Azure-hosted environment with seamless updates.
The benefits are clear: faster workflows, fewer errors, and the ability to empower your team to manage data confidently. By reducing the time spent on entry and validation, you’ll have more time to focus on what matters most—making informed decisions that drive profitability.
Want to be among the first to explore DataXChange?
Join us at the MASA Software Summit this September in Des Moines for in-depth training sessions, live demonstrations, and interactive learning with the MASA team.
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Unlocking Deeper Insights
DataBridge Debuts this September
Modern agriculture isn’t just about collecting data—it’s about making sense of it. That’s why MASA is proud to introduce DataBridge, a powerful new capability designed to give customers direct access to advanced analytics like never before. DataBridge will officially debut at the MASA Software Summit this September, where attendees will see firsthand how it transforms raw information into actionable insights.
With DataBridge, information captured in FBS can now flow directly into industry-leading analytical platforms such as Tableau and Microsoft Power BI. This opens the door to deeper data exploration, customizable dashboards, and advanced visualizations that bring clarity to even the most complex operations. Instead of static reports, customers gain dynamic, interactive tools that let them slice, filter, and visualize financial and operational data in near real time.
The benefits extend beyond convenience. By leveraging Tableau and Power BI, agribusinesses can uncover trends, benchmark performance across operations, and develop forward-looking strategies with greater confidence. From analyzing cost structures and crop performance to forecasting cash flow and profitability, DataBridge provides the analytical horsepower to make better decisions faster.
DataBridge will be available for customers this fall. During the Summit, attendees can explore hands-on examples and live demonstrations showing how DataBridge connects to FBS, along with illustrative dashboards from other customers. For anyone ready to take FBS insights to the next level, DataBridge represents an exciting leap forward in data-driven farm management.
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Smarter Equipment Economics
Cropzilla + FBS
Every acre, every pass, every gallon of fuel—it all adds up. That’s why understanding the true cost and performance of your equipment is essential for profitability. CropZilla, a leading tool for machine data and cost analysis, is now more powerful than ever with its connection into FBS through DataXChange.
Traditionally, tracking machine costs and linking them to field and financial records required tedious manual work. With DataXChange, CropZilla now has a streamlined pathway into FBS, eliminating re-entry and ensuring accurate, real-time equipment economics. From fuel use and labor costs to maintenance and field efficiency, data flows directly into your accounting system—giving you a complete picture of operational costs without the headache.
The value is clear: not only does this connection simplify workflows, it also gives producers sharper insight into the true cost of production. By tying machine data directly to fields, crops, and financials, operations can evaluate the profitability of equipment decisions, compare ownership vs. custom hire scenarios, and better allocate resources for maximum return.
This fall at the MASA Software Summit, attendees will explore how CropZilla connects seamlessly with FBS and DataXChange. Live demonstrations will highlight how growers and agribusinesses can put machine economics at the center of their decision-making, creating a clear path toward greater efficiency and profitability.
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A New Face at MASA
Welcoming Kim Sheese.
MASA is excited to welcome Kim Sheese back as our new Product Specialist. Kim is a familiar and trusted team member at MASA—having previously contributed for years as an employee under FBS Systems. She built on her deep familiarity of FBS software with years of personal use on her family’s farm and brings a rare combination of technical expertise and real‑world agricultural insight.
Kim brings over 30 years of experience in agriculture and technology, backed by a B.S. in Animal Science from the University of Illinois. Throughout her career, she has worked as a marketing specialist, support representative, sales professional, technology coordinator, training consultant, and agricultural training specialist—always focused on delivering innovative solutions that bridge the gap between users and technology.
Kim’s expertise extends beyond software and systems. She has experience creating engaging training materials and videos and in leveraging software tools to enhance learning and adoption for diverse audiences. With a strong customer service focus, excellent communication skills, and attention to detail, Kim is committed to providing personalized service for MASA users, helping ensure every interaction builds confidence and maximizes value from the FBS platform.
A lifelong learner with an endless curiosity, Kim is passionate about empowering MASA users to succeed. Whether you’re just getting started or looking to take your operation to the next level, Kim is ready to help. She can be reached at support@masa.ag or by phone at 319-343-5003.
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