This document discusses the opportunities and challenges of using information and communication technologies (ICT) in the fresh food sector. ICT can enable real-time data exchange between farmers, processors, retailers, and consumers. However, adoption of connected solutions faces challenges like high costs, lack of integration standards, and concerns about data ownership. The document also explores scenarios for the future, including highly integrated platforms that bundle apps and data services, and greater interaction with consumers through food apps and smart technologies. Overall, ICT offers potential benefits but also risks of market concentration and lock-in if not developed through open collaboration and good governance.
presentation of the Foresight Study in the AKIS-3 report on the future of the Agricultural Knowledge and Innovationn System, given in the EAAE seminar in Igls,Austria
key note on Big Data in Horticulture, for Vineland Research and Innovation, November, Ontario Canada. (overlaps considerably with the earlier presentation for USDA NIFA in Chicago)
presentation of the Foresight Study in the AKIS-3 report on the future of the Agricultural Knowledge and Innovationn System, given in the EAAE seminar in Igls,Austria
key note on Big Data in Horticulture, for Vineland Research and Innovation, November, Ontario Canada. (overlaps considerably with the earlier presentation for USDA NIFA in Chicago)
Spielman et al, digital tools and agricultural markets in africa, ifpri 21Ahmed Ali
IFPRI and USAID are discussing the potential of digital tools to support farmers in Egypt, launching a new digital app repository that aims to provide a list of agriculture digital tools meant to support smallholder farmers in Egypt.
KjJ Poppe 7th phd workshop barcelona 2017Krijn Poppe
My presentation for the EAAE PhD Workshop in Barcelona, 2017 to provide PhD students with some insights on a career in ag econ: themes, changing institutions, competences
Presentation for AERIAS, the global network of directors of Ag. Econ. Research Instiutes to discuss the FLINT project preliminary findings October 2016 Rome
Challenges for EU Agri-Food and implications for researchKrijn Poppe
Presentation given February 22, 2018 for the Italian association of engineers on European challenges for the agri-food system and implications for research
New technologies such as the Internet of Things and Cloud Computing are expected to leverage the current
trend of Smart Farming, introducing more sensors, robots and artificial intelligence, encompassed by the
phenomenon of Big Data.
This presentation will give a quick insight into the state-of-the-art of Big Data applications in Smart Farming
and identify the related challenges that have to be addressed. It shows that the scope of Big Data
applications in Smart Farming goes beyond the farm; it is influencing the entire food supply chain. Big data
are being used to provide predictive insights in farming operations, drive real-time operational decisions, and
redesign business processes for game-changing business models.
It is expected that Big Data will cause major shifts in roles and power relations among different players in
current food supply chain networks. The landscape of stakeholders exhibits an interesting game between
powerful tech companies, venture capitalists and often small startups and new entrants. At the same time
there are several public institutions that publish open data, under the condition that the privacy of persons
must be guaranteed. The future of Smart Farming may unravel in a continuum of two extreme scenarios: 1)
closed, proprietary systems or 2) open, collaborative systems.
The development of data and application infrastructures (platforms and standards) and their institutional
embedment will play a crucial role in the battle between these scenarios. A major challenge is therefore to
cope with governance issues and define suitable business models for data sharing in different supply chain
scenarios.
digitalization to solve these critical issues. If you wish to clearly understand how the food and beverage industry can transform digitally.
You need to download this free copy to learn more: https://www.bluemailmedia.com/digital-transformation-in-the-food-beverage-industry.php
[Webinar recording in last slide or at https://youtu.be/DMg9UI7Ur0M, 26/3/2018]
As part of its work on farmers’ data rights and following up on the face-to-face course on Farmers’ Access to Data organized in Centurion in November 2017, GFAR collaborates with the Global Open Data for Agriculture and Nutrition initiative (GODAN) and the Technical Center for Agricultural and Rural Cooperarion (CTA) on a series of webinars on data-driven agriculture, its opportunities and its challenges.
Overview of webinar #3
This webinar is a continuation of exploring digital agriculture for smallholder farmers. The first webinar provided an overview of digital agriculture, the trends impacting it, and it advantages and challenges for smallholder farmers. The second identified specific data needed by farmers, as well as potential sources.
“Crossing the Donga” will provide smallholder farmers, and those who support them, specific methods for ensuring farmer-centric solutions. The webinar will examine some of the key challenges that are blocking adoption of digital architecture by smallholder farmers. Attendees will learn a process for mapping their data needs, based on their goals and key tasks. Attendees will learn the foundational market model, and how to create value for success.
About the presenter
Dan Berne is a highly regarded professional business growth strategist with over 30 years’ experience. Dan led the effort to create an Ag Irrigation market strategy for the Northwest Energy Efficiency Alliance (NEEA). He also conducted grower experience studies to help identify barriers to grower adoption of energy saving practices. Dan wrote or co-wrote many of the NEEA Ag Irrigation reports. Dan serves as the Project Manager on AgGateway’s Precision Ag Irrigation Language data standards project. He is an affiliate of the Chasm Institute, and a certified practitioner of Innovation Games.
Dan started the “Lagom Ag Initiative” within his company to help accelerate the adoption of precision farming practices and improve the use of digital agricultural methodologies. Lagom is a Swedish word that means “just enough.” It is also used to mean “simply perfect.” It fits our philosophy of helping farmers use just enough water, just enough fertilizers, just enough energy to be profitable while increasing or maintaining yield.
How IoT is changing the agribusiness landscapeSjaak Wolfert
Smart Farming involves many sensing and monitoring devices, intelligent software for analysis & planning and mechatronics/robots closing the cyber-physical farm management cycle. Big Data on prices, markets, consumer behavior, etc. increasingly affect the whole agribusiness providing predictive insights in farming operations, drive real-time operational decisions and redesign business processes for game-changing business models. Major shifts in roles and power relations among different players in food supply chain networks can be expected. This presentation will briefly describe the IoT developments in agri-food business and present the changing business landscape with special attention to the role of software ecosystems in this development.
Future Internet and the FIspace Platform for Agri-Food business at WCCA2014Sjaak Wolfert
Presentation that was held at the World Congress on Computers in Agriculture and Natural Resources, 29 July 2014 San Jose, Costa Rica.
I presented work from all 3 phases of the FI-PPP program and how we started this from projects in The Netherlands.
Spielman et al, digital tools and agricultural markets in africa, ifpri 21Ahmed Ali
IFPRI and USAID are discussing the potential of digital tools to support farmers in Egypt, launching a new digital app repository that aims to provide a list of agriculture digital tools meant to support smallholder farmers in Egypt.
KjJ Poppe 7th phd workshop barcelona 2017Krijn Poppe
My presentation for the EAAE PhD Workshop in Barcelona, 2017 to provide PhD students with some insights on a career in ag econ: themes, changing institutions, competences
Presentation for AERIAS, the global network of directors of Ag. Econ. Research Instiutes to discuss the FLINT project preliminary findings October 2016 Rome
Challenges for EU Agri-Food and implications for researchKrijn Poppe
Presentation given February 22, 2018 for the Italian association of engineers on European challenges for the agri-food system and implications for research
New technologies such as the Internet of Things and Cloud Computing are expected to leverage the current
trend of Smart Farming, introducing more sensors, robots and artificial intelligence, encompassed by the
phenomenon of Big Data.
This presentation will give a quick insight into the state-of-the-art of Big Data applications in Smart Farming
and identify the related challenges that have to be addressed. It shows that the scope of Big Data
applications in Smart Farming goes beyond the farm; it is influencing the entire food supply chain. Big data
are being used to provide predictive insights in farming operations, drive real-time operational decisions, and
redesign business processes for game-changing business models.
It is expected that Big Data will cause major shifts in roles and power relations among different players in
current food supply chain networks. The landscape of stakeholders exhibits an interesting game between
powerful tech companies, venture capitalists and often small startups and new entrants. At the same time
there are several public institutions that publish open data, under the condition that the privacy of persons
must be guaranteed. The future of Smart Farming may unravel in a continuum of two extreme scenarios: 1)
closed, proprietary systems or 2) open, collaborative systems.
The development of data and application infrastructures (platforms and standards) and their institutional
embedment will play a crucial role in the battle between these scenarios. A major challenge is therefore to
cope with governance issues and define suitable business models for data sharing in different supply chain
scenarios.
digitalization to solve these critical issues. If you wish to clearly understand how the food and beverage industry can transform digitally.
You need to download this free copy to learn more: https://www.bluemailmedia.com/digital-transformation-in-the-food-beverage-industry.php
[Webinar recording in last slide or at https://youtu.be/DMg9UI7Ur0M, 26/3/2018]
As part of its work on farmers’ data rights and following up on the face-to-face course on Farmers’ Access to Data organized in Centurion in November 2017, GFAR collaborates with the Global Open Data for Agriculture and Nutrition initiative (GODAN) and the Technical Center for Agricultural and Rural Cooperarion (CTA) on a series of webinars on data-driven agriculture, its opportunities and its challenges.
Overview of webinar #3
This webinar is a continuation of exploring digital agriculture for smallholder farmers. The first webinar provided an overview of digital agriculture, the trends impacting it, and it advantages and challenges for smallholder farmers. The second identified specific data needed by farmers, as well as potential sources.
“Crossing the Donga” will provide smallholder farmers, and those who support them, specific methods for ensuring farmer-centric solutions. The webinar will examine some of the key challenges that are blocking adoption of digital architecture by smallholder farmers. Attendees will learn a process for mapping their data needs, based on their goals and key tasks. Attendees will learn the foundational market model, and how to create value for success.
About the presenter
Dan Berne is a highly regarded professional business growth strategist with over 30 years’ experience. Dan led the effort to create an Ag Irrigation market strategy for the Northwest Energy Efficiency Alliance (NEEA). He also conducted grower experience studies to help identify barriers to grower adoption of energy saving practices. Dan wrote or co-wrote many of the NEEA Ag Irrigation reports. Dan serves as the Project Manager on AgGateway’s Precision Ag Irrigation Language data standards project. He is an affiliate of the Chasm Institute, and a certified practitioner of Innovation Games.
Dan started the “Lagom Ag Initiative” within his company to help accelerate the adoption of precision farming practices and improve the use of digital agricultural methodologies. Lagom is a Swedish word that means “just enough.” It is also used to mean “simply perfect.” It fits our philosophy of helping farmers use just enough water, just enough fertilizers, just enough energy to be profitable while increasing or maintaining yield.
How IoT is changing the agribusiness landscapeSjaak Wolfert
Smart Farming involves many sensing and monitoring devices, intelligent software for analysis & planning and mechatronics/robots closing the cyber-physical farm management cycle. Big Data on prices, markets, consumer behavior, etc. increasingly affect the whole agribusiness providing predictive insights in farming operations, drive real-time operational decisions and redesign business processes for game-changing business models. Major shifts in roles and power relations among different players in food supply chain networks can be expected. This presentation will briefly describe the IoT developments in agri-food business and present the changing business landscape with special attention to the role of software ecosystems in this development.
Future Internet and the FIspace Platform for Agri-Food business at WCCA2014Sjaak Wolfert
Presentation that was held at the World Congress on Computers in Agriculture and Natural Resources, 29 July 2014 San Jose, Costa Rica.
I presented work from all 3 phases of the FI-PPP program and how we started this from projects in The Netherlands.
New technologies such as the Internet of Things and Cloud Computing are expected to leverage the current
trend of Smart Farming, introducing more sensors, robots and artificial intelligence, encompassed by the
phenomenon of Big Data.
This presentation will give a quick insight into the state-of-the-art of Big Data applications in Smart Farming
and identify the related challenges that have to be addressed. It shows that the scope of Big Data
applications in Smart Farming goes beyond the farm; it is influencing the entire food supply chain. Big data
are being used to provide predictive insights in farming operations, drive real-time operational decisions, and
redesign business processes for game-changing business models.
It is expected that Big Data will cause major shifts in roles and power relations among different players in
current food supply chain networks. The landscape of stakeholders exhibits an interesting game between
powerful tech companies, venture capitalists and often small startups and new entrants. At the same time
there are several public institutions that publish open data, under the condition that the privacy of persons
must be guaranteed. The future of Smart Farming may unravel in a continuum of two extreme scenarios: 1)
closed, proprietary systems or 2) open, collaborative systems.
The development of data and application infrastructures (platforms and standards) and their institutional
embedment will play a crucial role in the battle between these scenarios. A major challenge is therefore to
cope with governance issues and define suitable business models for data sharing in different supply chain
scenarios.
presentation on ICT at the Global Food Summit Berlin, november 2017 to create awareness that Data creates growth if we pay attention to institutional innovation
Digital innovation for sustainable food systemsSjaak Wolfert
This presentation will show that digital solutions help addressing multiple sustainability issues, particularly illuminating how producers and consumers can use digitalisation to support a transition towards healthier diets.
Presentation for a Chinese delegation from the Fujian province that did a study tour in The Netherlands. I presented the work LEI Wageningen UR is doing on Information Management & ICT in Agri-Food by highlighting project work.
An overall perspective of the IoT for Indian Agriculture and to leverage the solutions for building the eco-system for Indian Agriculture. Currently being worked through NASSCOM, Bangalore
This presentation was held in a panel discussion on 'Digital transformation in agri-food sector through policymaking and innovation' at the Digital Agriculture Forum Webinar, jointly organized by FAO and Zhejiang University.
It describes how the EU project SmartAgriHubs is working on connecting the dots to mitigate the current fragemented development of smart, digital solutions for agriculture. The key for this approach is creating a network of Digital Innovation Hubs closely connected to a network of Competence Centres. The DIHs are creating new Innovation Experiments at a local, regional level, supported by the network. The Innovation Portal can facilitate matchmaking to do so. The approach can be further extended to other continents and regions such as Africa.
Large ICT-projects in Agri-Food in EuropeSjaak Wolfert
This is a presentation about the background, development and state-of-the-art of large ICT-projects in Agri-Food that are going on in Europe: Internet of Food and Farm 2020 (IoF2020) and SmartAgriHubs.
From Danish Food Cluster Mega Trends conference, may 2017. How big data and technology influences the food value chain and which overall tecnnology trends are changing the way we work.
The Internet of Things for Food - An integrated socio-economic and technologi...Sjaak Wolfert
The domain of agri-food is increasingly being digitized through the introduction of all kind of smart devices and software: the Internet of Things (IoT). I distinguish 4 application areas in which IoT and the digital transformation is expected to bring big changes and where data will play an increasingly larger role:
1. Digital data is becoming more important for decision-making for actors at any level of the agri-food supply chain: from farmers, through logistic providers to consumers.
2. The same data is essential for food integrity, providing assurance to consumers and other stakeholders about safety, authenticity and quality of food.
3. Public decision-making for societal challenges such as food security, climate change, healthy food and nutrition could also tap into these data instead of using separate censuses and statistics which are usually lagging behind.
4. Finally, this digitization is driven by fast developments in science and technology (S&T), such as Artificial Intelligence, Internet of Things, Blockchain, etc. At the same time, advancements in data science also heavily rely on the data that is being generated by the application of data-driven research; simply put: no big data analytics without big data.
Now it could be expected that this is purely a technological development. However, I will show how the organisational development is equally important, coining an integrated, multi-disciplinary approach. The heart of this approach is formed by use cases in which digital solutions are designed, tested & implemented and evaluated in a real-life environment, following a cyclic, iterative development path. It is supported by (i) data science and information management, (ii) business modelling, governance & ethics and (iii) ecosystem development. The approach will be demonstrated by an existing example from the wine sector.
Similar to EUFRESHINFO ICT and business Rotterdam dec 2015 (20)
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Presentation for the Strategic Dialogue on the Future of EU Agriculture, given in Brussels, April 2024. Introduction in agricultural economics for non-economists and sugggestions for a better food system based on the EEAC Advice on the Framework Law
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Mijn presentaties voor de Natioanle workshop in het MEF4CAP project, gehouden maart 2023 in Wageningen. Overeen dashboard voor boeren om administratieve lasten te verminderen en sensordata te mengen met administratieve data
Presentation EEAC briefing paper PV EU.pptxKrijn Poppe
Presentation on the EEAC Briefing Paper on the EU Framework Law for Sustainable Food Systems. Given at a seminar organised at the Permananet Representation of the NL in Brussels, 2023
Presentation given at a seminar of OECD on income generation in food chains. On theobliged sourcing and blending of ssustainable products by the food industry to support innovation towards sustainability
Presentatie die het principe van het bijmengen van duurzame producten die aan de overheidseisen 2030/2040 voldoen bijmengt in de conventionele stroom zodat boeren uit de markt voor verduurzaming worden betaald
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EUFRESHINFO ICT and business Rotterdam dec 2015
1. Is there a business(case) in fresh
without ICT?
Krijn Poppe
LEI Wageningen UR
Based on work with Sjaak Wolfert, Cor Verdouw and others December 2015
2. Supervisory Board
Executive Board
Environmental
Sciences
Group
Alterra
Agrotechnology
& Food Sciences
Group
Food & Biobased
Research
Livestock Research
Central Veterinary
Institute
Animal
Sciences
Group
Plant
Sciences
Group
Plant
Research
International
Applied Plant
Research
Social
Sciences
Group
Wageningen University
Contract Research Organisation
Concern Staff Facilities & Services
Wageningen
Academy
IMARES
Wageningen
International
LEI
Centre for
Development
Innovation
RIKILT
(food safety)
Environmental
Sciences
Animal Sciences Plant Sciences Social SciencesAgrotechnology
& Food Sciences
Wageningen UR
and LEI
5. CONTENT
1. ICT: What is happening
2. Why now?
3. Business collaboration
4. Food and health
5. How to organise this all?
6. ICT brings info for farmer and consumer
Royal Gala apple
Origin: Girona
Pesticides: No
Organic farming: Yes
Carbon footprint:1,2 kg CO2e
7. Drones, Big Data and Agriculture 7
IoT in Smart Farming
cloud-based event
and data
management
smart sensing
& monitoring
smart analysis
& planning
smart control
8. Connected Nursery
8
Order info
Cultivation
info
Stock info
Quality info
Financial
info
Systems in Supply
Chain Network
Trader
Retail
Service
provider
Accountant
Service
provider
Trader
Etail
Detail
Rules issuing authorities
Systems Authorities
Compliance info
Supplier info
Supplier
Systems
Seed supplier
Packaging supplier
Pesticides supplier
Info exchange
Supply Chain
Network
Enterprise
System Grower
Systems and machines in the primary production / cultivation
Internal info
exchange
cultivation
related
machines Work definition Work planningWork capacity Work performance
9. Adoption of Connected
Nursery solutions
Economic reality
High ICT
complexity
High path
dependency
Relative small scale
of farms
Low rate of
investments of
growers
Decrease high-
end market
Low willingness to
cooperate
Limited
development of
integration solutions
Negative
perception relative
advantage
10. Towards smart autonomous objects
Source: Deloitte (2014), IT Trends en Innovatie Survey
Tracking &
Tracing
Monitoring
I am thirsty: water
me within 1 hour!
I am product X at
locatie L of Z
My vaselife is
optimal at a
temperature of
4,3 °C.
I am too warm:
lower the
temperature by
3 °C
Event
Management
I am too warm: I lower
the cooling of my truck
X by 2 °C.
I don’t want to
stand besides
that banana!
I am thirsty!
I am warm!
Optimalisation
Autonomy
11. Virtual Box
Location A Location B
Location
& State
update
Location &
State
update Location
& State
update
IoT in Agri-Food Supply Chains
11Drones, Big Data and Agriculture
13. Disruptive ICT Trends:
Mobile/Cloud Computing – smart phones, wearables,
incl. sensors
Internet of Things – everything gets connected in the
internet (virtualisation, M2M, autonomous devices)
Location-based monitoring - satellite and remote sensing
technology, geo information, drones, etc.
Social media - Facebook, Twitter, Wiki, etc.
Big Data - Web of Data, Linked Open Data
High Potential for unprecedented innovations!
everywhere
anything
anywhere
everybody
15. tijd
Mate van verspreiding
van technologische revolutie
Installatie periode
Volgende
golf
Uitrol periode
Draai-
punt
INDRINGER
EXTASE
SYNERGIE
RIJPHEID
Door-
braak
Werkeloosheid
Stilstand oude bedrijfstakken
Kapitaal zoekt nieuwe techniek
Financiele bubble
Onevenwichtigheden
Polarisatie arm en rijk
Gouden eeuw
Coherente groei
Toenemende externalities
Techniek bereikt grenzen
Marktverzadiging
Teleurstelling en gemakzucht
Institutionele
innovatie
Naar Perez, 2002
Crash
2008
1929
1893
1847
1797
time
Degree of diffusion of the
technological revoluton
Installation period
Next
wave
Deployment
period
Turning
point
IRRUPTION
FRENZY
SYNERGY
MATURITY
Big Bang
Unemployment
Decline of old industries
Capital searches new techniques
Financial bubble
Decoupling in the system
Polarisation poor and rich
Golden age
Coherent growth
Increasing externalities
Last products & industries
Market saturation
Disappointment vs
complacency
Crash
2008
1929
1893
1847
1797
Institutional
innovation
Based on Perez, 2002
The opportunity for green growth
1971 chip ICT
1908 car, oil, mass production
1875 steel
1829 steam, railways
1771 water, textiles
17. HighTech: strong influence new technology owned by
multinationals. Driverless tractors, contract farming and a
rural exodus. US of Europe. Rich society with inequality.
Sustainability issues solved. Bio-boom scenario.
Self-organisation: Europe of regions where new ICT
technologies with disruptive business models lead to self-
organisation, bottom-up democracy, short-supply chains,
multi-functional agriculture. European institutions are weak,
regions and cities rule. Inequalities between regions,
depending on endowments.
Collapse: Big climate change effects, mass-migration and
political turbulence leads to a collapse of institutions and
European integration. Regional and local communities look
for self-sufficiency. Bio-scarcity and labour intensive
agriculture. Technology development becomes dependent on
science in China, India, Brazil.
19. Which innovations and new business models are possible ?
Precision Farming/Advice Segment Cons. supportService ++
• Prescriptive farming
• Predictive maintenance
• Eco-systems of apps
• Regionally pooled big data
analysis for science and
advise (and risk mgt.)
• Personalized
advise by apps
• Online shops
• Integrated supply chains
• Feedback consumer-producer
• Measure, pay
sustainability
• Better T&T
• Paperless chain
• Store
replenishment
• Category
management
Sustainability HealthFood SafetyFood Security
LoyaltySMEs Cost priceGRIN Cope with retail
Transport
Input industries
Farmer Food processor Retail / consumerSoftware
Provider
Logistic
solution
providers
Transport+
Collaboration and Data Exchange is needed!
20. Data exchange by ABCDEFs
Large organisations mostly have gone digital, with ERP
and other systems
But between organisations (especially with SMEs) data
exchange and interoperability is still very poor
While more data exchange for collaboration and business
process control in the chain is needed
● As data need to be combined to create value
● The better we exchange data, the less disruptive it is
for current business models and organisations
There is a need for ABCDEFs:
Agri-Business Collaboration & Data Exchange Facility
Proprietary/closed or open ABCDEFs?
21. Redefining Industry Boundaries (1/2)
(according to Porter and Heppelmann, Harvard Business Review, 2014)
21
3. Smart, connected product
+
+
+
2. Smart Product
1. Product
22. Redefining Industry Boundaries (2/2)
(according to Porter and Heppelmann, Harvard Business Review, 2014)
22
5. System of systems
farm
management
system
farm
equipment
system
weather
data
system
irrigation
system
seed
optimizing
system
field
sensors
irrigation
nodes
irrigation
application
seed
optimization
application
farm
performance
database
seed
database
weather data
application
weather
forecasts
weather
maps
rain, humidity,
temperature sensors
farm
equipment
system
planters
tillers
combine
harvesters
4. Product system
Is this
‘mono-equipment
system’ reality?
How to cope with
changes in industry
boundries?
How many
platforms should
users and
developers enter?
23. Agri-Food Supply
Chain Networks
are multi-
dimensional
• Markets allocate
products to different
destinations
• Chains are
supported by many
service providers
• Intensive data-
exchange with
governments
law & regulation
innovation
geographic
cluster
horizontal
fulfillment
Vertical
25. LESS ADMINISTRATIVE BURDEN
AND CREATING VALUE
Auditors
• More effective audit on farm
• More new clients
• Savings of >€100 per audit visit
Farmers and Growers
• Less time and irritation to collect data
• More digital management
• Savings of >€500 euro per grower
Retailers
• Quicker and more complete data
• Better risk management
• > €30 savings per farm request
Importers and Food processors
• Cost savings on data collection
• Increase data quality
• Savings > €10,000 per importer
Consumers
• Relation with growers
• Better understanding of labels
• More transparency
PROTOTYPE
AGRI-PLACE
FMS-manage-
ment software
GOV. open data
LEI Wageningen UR
Benchmark-data
26. The USA battleground: Monsanto (et al.)
26
PRESCRIPTIVE
FARMING
based on
VARIABLE RATE
APPLICATION
27. USA: Farmers Business Network
27
Farmers’ owned,
investment by Google
Ventures
Summer 2015:
FBN has aggregated data from 7
million acres of farm land across
17 states, and they’re growing
30% month over month. The
platform is currently
able to assess the performance
of 500 seeds and 16 different
crops.
Costs farmer $ 500 / year.
28. USA: Farm Mobile
28
“Farmers believe their trust has been violated”:
their data go to multinationals, that announce
big future income from big data, while they have
pay for everything.
Farmers collect
‘crop stories’
and decide where
they travel (and get a
few cents per item?)
29. Discusions among US farmers:
29
Code of Conduct
• Do I own my own data?
• Who has access to my data?
• Does the government have access?
• Do companies gain market power on future markets ?
• Is there a lock inn ?
• Do I become a franchiser with the risks but not the
returns?
30. Towards the future:
30
• Horticulture and farming become data based
• Data have mainly a value if they are combined
and aggregated
• Huge network effects can lead to monopolies
• That means that collaboration / cooperation is
needed and good governance is key.
• Is there a solution?
31. Is an eco-system of apps an alternative?
FARMER SCANS PESTICIDES PACKAGE IN THE FIELD
APP CONNECTS BASF FOR E-INSTRUCTION,
CROP AND SOIL SPECIFIC
APP ASK METEO FOR 24 hour WEATHER FORECAST
BASF SENDS INSTRUCTION TO SPRAYING MACHINE
ON WATER / PESTICIDE RATIO >> Machine adjusts
APP CHECKS ADVISE WITH GOV.AGENCY
FARMER CAN SHARE DATA WITH GOVERNMENT,
SGS-AUDITOR GLOBAL GAP AND PUBLIC
CAN I USE
MY CURRENT
SERVICE ?
CAN I USE
MY FMS ?
DOES IT
WORK WITH
BAYER /
DEERE
DOES IT
WORK WITH
BRC /
ISAcert
Can we link apps / services in a clever way ?
Leading to a market for services (apps and
data)?
Can this market be European (not MS), so
that development costs of services (apps and
data) are shared ?
32. Towards highly integrated solutions
Platforms in the cloud of input suppliers and food processors:
• What is the scope (connect only machinery or also with chemical
companies and accountants ?)
• Reduce costs of linking individually with many other platforms and
software packages (especially in chains that are not integrated)
• Is it possible to use apps with their own business model, so that the
platform does not have to pay all their costs? >> can (non-strategic)
apps be available on several platforms?
• How to prevent that farmers complain to have to pay for basis apps
(e.g. weather service) more than once?
MyJohnDeere.com Farmers
Biz architect
bundles apps
in a platform
...
80 Accelerator
companies
Apps
33. Towards highly integrated solutions
Highly Integrated Service Solutions
• Event-driven
• Configurable
• Customizable
• Service model
Data (Standardisation) Services
AdaptEPCIS
MyJohnDeere.com
Data Standards
to connect
Business
Collaboration
Services -
Based on Open
Source Software
Farmers
Biz architect
bundles apps
in a platform
...
80 Accelerator
companies
Apps
Modules:
Single SignOn
Biz Collab.
Event Proces.
System-Data
integration
App repository
34. Value proposition
Platforms solve the issue of connecting individually with a lot of business
partners to exchange data : connect easily to apps (and data
services in apps) based on EDI-standards or let farmers / end-users
make the connection
App-developers Develop one app for different platforms
Reach a European / Global market
Governments
(and industry
organisations)
See above for your government platform (paying agency, public
advisory service etc.)
Promote innovation by a competitive market for apps with new
services
Prevent lock-inn situations for farmers and unbalanced power
relations in the information exchange in food chains
Farmers Not a direct FIspace client. Platforms using FIspace inside provide
you more choice
Software writers
in platforms and
app-companies
Helps you to be part of an open source community that cares for
sustainable food production with up to date ICT – be recognized by
your peers
35. FIspace
App Store
80 Accelerator
companies
Configure &
Use Systems
First Commercial MVP by ... ?
App developer Business Configurator End User
Advertiser
Access fee
Use Fee Use Fee
Access fee (e.g.
CargoSwApp)
Pay for app use (e.g.
Spraying Advice)
Sponsored app
FIspace Foundation
MVP – open source
My JohnDeere
365 Farmnet
Akkerweb
Dacom/CROP-R
Datalab Pantheon
ICT company Service model ?
36. Towards highly integrated solutions
Highly Integrated Service Solutions
• Event-driven
• Configurable
• Customizable
• Service model
Data (Standardisation) Services
AdaptEPCIS
MyJohnDeere.com
Data Standards
to connect
Business
Collaboration
Services -
Based on Open
Source Software
Farmers
Biz architect
bundles apps
in a platform
...
80 Accelerator
companies
Apps
Modules:
Single SignOn
Biz Collab.
Event Proces.
System-Data
integration
App repository
Is this commercially feasible?
Or is it too much a common pool
investment in a market where
everybody wants to grab a stake, over-
estimates the value of its own data and
finds it easier to builds its own website
?
37. IoT and the consumer
37Drones, Big Data and Agriculture
Source: Hisense.com
Smart Farming
Smart Logistics
tracking/& tracing
Domotics Health Fitness/Well-being
39. Consumer Interaction
A. Quick Scan Food Apps
1. Generic product information
2. Specific product information
3. Cooking information
4. Purchase support / retailer
5. Food safety
B. Qualitative Reserach
C. Quantitative Research
40. A SMARTer Greenport
Consumer Interaction
1. Veggipedia-app
2. User Generated Content
→ Interviews learn us that there is not much interest in
providing USG (even with digital natives).
→ Recipes score best
42. Big Data Horticulture
42
BIG
DATA
OPEN
DATA
Social media - Unstructured - Event-driven Information systems – Structured - Transaction-driven
HORTI-
CONNECTOR
HORTI-
RADAR
HORTI-CUBE
MAP
ANONY
MISE
AGGRE
GATE
COM
BINE
COL
LECT
INTER
PRET
TOPICS
TRENDS
ALERTS
NORMS
TRANSACTIONS
REGISTRATIONS
BUSINESS GOVERNMENT RESEARCH
CULTIVATION IMPORT PRODUCT MARKET LOCATION FLOW
apps services
43. Need for (institutional) innovation
Adoption bottlenecks in small companies (Connected
Nursery)
Organisation of the chain under discussion (Gereffi)
Discussions on ownership, privacy etc. (US examples)
Scope of systems and platforms (Porter et al. HBR)
Common pool investments needed in standards and data
exchange facility (Fispace example)
Business model and governance (Farm Digital)
Consumer interaction: not easy
Big data and open data: still a struggle ?
INCREASES CHANCE OF DISRUPTIVE INNOVATION ?
44. Can we speed up these trends?
Can we learn from the organisation of the FI-PPP ?
Pay more attention to business models, data ownership,
sustainability after project ??
Create free experimentation zones with Hackatons, Plug-
fests, Data-paloozas etc.
Het LEI creëert inzichten binnen vier strategische thema’s. Thema’s die nauw verbonden zijn met de grote wereldwijde opgaven. Thema’s waarbinnen wij op zoek gaan naar mogelijkheden voor een meer duurzame wereld. De vier thema’s zijn voedselzekerheid, de biobased economy, water, energie en klimaat en duurzame voedselclusters.
better monitoring of production (resource use, crop development, animal behaviour)
better understanding of the specific farming conditions (e.g. weather and environmental conditions, emergence of pests, weeds and diseases)
Those sensors, either wired or wireless, integrated into an IoT system gather all the individual data needed for monitoring, control and treatment on farms located in a particular region.
Risk management, Compliance, Goods monitoring and control, Portfolio enrichment, Trade
Characterised by the key words.
Note that for most of these
Current Farm management systems are not capable to do what is suggested in the picture. Therefore we have developed FIspace!
23
SW: through smart production (farming) and logistics food ends at the consumers plate
Smart tracking and tracing is necessary to provide the right information about the product (contents, freshness, etc.)
This information can be related to other (IoT) domains such as:
Domotics (recipes, shopping, etc.)
Health (allergies, obesitas, etc.)
Fitness/Well-being (calorie-metering, healthy ingredients, etc.)
Algemene productinformatie: Sommige apps bieden algemene productinformatie, zoals welke fruitsoorten bij een specifiek seizoen horen (vanuit het perspectief van milieubelasting), informatie over keurmerken of algemene informatie gerelateerd aan voedselallergie. Voorbeelden zijn: 2*2 Wat eet Holland, de Groente- en fruitkalender, de Keurmerkenwijzer en NIH Food Allergy Information (zie hieronder).
Specifieke productinformatie: De apps in de groep specifieke productinformatie zijn in staat informatie te geven over specifieke producten, zoals de (biologische) herkomst, aanwezigheid van allergenen (zoals gluten), de prijs (de SuperDeals Nederland app biedt inzicht in aanbiedingen van verschillende supermarkten), voedingswaardes of scores op het gebied van gezondheid, milieu en dierenwelzijn van een specifiek product (al dan niet in vergelijking met andere producten/merken). Voorbeelden zijn: QuestionMark, Boodschapp en Glutenvrij (zie hieronder).
Bereidingsinformatie: Hoofddoel van andere apps is het geven van gedetailleerde informatie over hoe producten bereid kunnen worden (recepten-apps), al dan niet in combinatie met informatie over restaurants en de mogelijkheid om foto’s van favoriete gerechten te delen (in communities). Voorbeelden zijn: Recipe Search, Evernote Food en Jumbo receptenshaker (zie hieronder).
Aankoopondersteuning/apps van retailers: Ook zijn er apps die product- en recept informatie geven, maar die als hoofddoel hebben om de consument te ondersteunen bij de aankoop van producten bij een bepaalde retailer, doordat bijvoorbeeld informatie wordt gegeven over aanbiedingen, de dichtstbijzijnde winkel, de looproute in de winkel en openingstijden. Verder wordt de mogelijkheid geboden om in deze apps een boodschappenlijstje op te stellen en te delen. In deze groep vinden we de apps van retailers zoals AH, Coles, C1000 en Delhaize (zie hieronder).
Voedselveiligheid: De laatste groep bevat de apps die consumenten handvatten bieden voor het verhogen van voedselveiligheid, bijvoorbeeld in de vorm van advies over hoe bepaald vlees bereid moet worden of welke handelingen in acht moeten worden genomen tijdens het bereiden van voedsel, zoals van tevoren de handen wassen. Concrete voorbeelden zijn hier Is my food safe? en Food safety@home