Southern Ag utilizes new technology such as variable rate planters to help growers become more profitable. Seed costs are one of the most expensive inputs a grower has in a season. Therefore, we are diligent about maximizing not only variety/hybrid selection, but also the allocation of this input across a farm. If we have access to accurate yield, soil, and EM data, we can create zones in which to variable rate seed maximizing yield and profit. To verify our zones, we place replicated side by side comparisons of various rates in certain zones. These comparisons allow us to not only verify which rate is most profitable for that particular zone, but also run an analysis of profitability of variable rating vs flat rating seed. The past 3 years we have seen an average increase of $20/ac profit by variable rate planting vs flat rate in corn and soybeans. This analysis takes into account seed cost and commodity price along with the results from the side by side comparisons. As planter technology continues to advance, dual variety/hybrid planting will become more popular. We have worked with growers on corn multi hybrid planting in and out of pivots so far. However, we see this being a huge opportunity to not only variable rate seed, but to better place varieties/hybrids.