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As CEO of the organisation that researched and developed Aquaflex, I have been monitoring the Aquaflex discussion with interest. I certainly had to bite my tongue at the "black art" comment and to allay any fears as to the origins of the device I offer the following, ending with a plea to all involved in moisture measurement and irrigation management instrumentation. Aquaflex was developed over nearly a decade of research and development, initially by the New Zealand Agricultural Engineering Institute, which later became Lincoln Technology. Lincoln Technology is part of Lincoln Ventures, the R&D arm of Lincoln University. NZAEI/Lincoln Ventures has been involved in irrigation research for 30 years. In that time it has received a number of awards for innovation in irrigation management. For example, a former NZAEI staff member received the prestigious USIA Crawford Reid Memorial Award for his "significant contributions to the world irrigation industry". Lincoln Ventures also produces IRRICAD, the irrigation design program used in 34 countries around the world. I can therefore assure readers that Aquaflex has a sound technical pedigree. Its good to see so many devices being explained and their developers questioned - all valuable stuff. But, we must ensure that we look outwards as well as in. As a group we and the industries we serve might benefit most by concentrating on building confidence (out in the irrigation community) in soil moisture monitoring as a valuable contribution to good water management genarally and, in the ag sector, increasing profitability for farmers and growers. Let's work together to increase the size of the total market, accepting that there will be fighting over what's there at the moment. The fact is that different devices will have greater or lesser value in different circumstances. Lincoln Ventures researchers and consultants do not hesitate to recommend an alternative to Aquaflex if they believe it better suits the client's requirements. What we all have to remember is that a dissatisfied customer may hurt us all. not only the particular manufacturer and supplier involved. Peter John Chief Executive Officer Lincoln Ventures Lincoln University