Farm leaders in Wales have called for more to be done to improve superfast broadband connectivity in rural areas.
According to NFU Cymru, farmers have been "hindered" by poor connectivity for a considerable amount of time.
Hedd Pugh, Chairman of the board at the organisation, commented: "We know of several examples from across Wales where farmers have invested in new technology on their farm, but because so much of this technology is dependent on broadband, they are unable to take advantage of the benefits of this investment."
Mr Pugh has therefore insisted that rural customers need parity, as slow broadband speeds are "holding their businesses back".
He went on to point out that rural customers often pay the same amount for the restricted service they receive as urban customers who enjoy "far better connectivity".
"More needs to be done to ensure that those living rurally are not disadvantaged by their locations - particularly as many services, including agricultural support - are now being moved exclusively online," Mr Pugh added.
Prime Minister Theresa May has already confirmed that the issue of poor connectivity in rural areas is on the government's agenda.
Speaking earlier this year at the Conservative Party conference, she said it is "not right" that half of the people living in the countryside, along with many small businesses, cannot get a "decent" broadband connection.
She therefore insisted that the government must be "prepared to intervene" if the market is "dysfunctional".