Big data and technology are increasingly driving changes in agriculture and food chains. There are two potential scenarios for how this may impact farmers: 1) farmers become part of integrated supply chains and have limited freedom or 2) farmers are empowered through open collaboration and a market for apps and data exchange. Key issues that need discussion include data ownership, liability, business models for data exchange platforms, governance, privacy/security concerns, and ensuring both advanced and traditional farmers' needs are met through cooperation.

1. Big Data: challenges for farms and coops
Krijn Poppe LEI Wageningen UR
Based on work with Sjaak Wolfert, Cor Verdouw and others June 2015

3. Take home messages
 Agri-Food chains become more technology/data-driven
● Infrastructure and software development is a key issue
 ICT is also an organisational issue, with significant socio-
economic impacts; two scenarios:
1. Further integrated linear supply chain  farmer becomes
franchiser.
2. Farmer empowered by open collaboration
• Easy switch between suppliers
• Farmer can also share data with government
• More options for short supply chains
Reality somewhere in between?
F
F

4. 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

5. 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!

6. 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?

7. |
John Deere FarmSight™:
An Ecosystem for Decision Support Partners
• AgConnections
• AgIntegrated
• AgLeader
• AgJunction
• Delta Data Systems
• DN2K
•GEOSYS
• PCT
• GeekTech for Ag
• Mapshots
• Pioneer
• Satshot
• SST
• ZedX
• LDE (Germany)
• Farmmade (UK)
• Neotic Maferme (France)
• DAAS (Denmark)
• AgroVision (Netherlands/Belgium)
• Technofarming (Italy)
Numerous Software
Partners
Bottom Line: John Deere’s comprehensive ecosystem of innovative
partners will drive customer value and improved decisions
7
Source: Charles Donahue at Smart AgriMatics, Paris 18 June, 2014

8. |
John Deere FarmSight™:
An Ecosystem for Decision Support Partners
• AgConnections
• AgIntegrated
• AgLeader
• AgJunction
• Delta Data Systems
• DN2K
•GEOSYS
• PCT
• GeekTech for Ag
• Mapshots
• Pioneer
• Satshot
• SST
• ZedX
• LDE (Germany)
• Farmmade (UK)
• Neotic Maferme (France)
• DAAS (Denmark)
• AgroVision (Netherlands/Belgium)
• Technofarming (Italy)
Numerous Software
Partners
Bottom Line: John Deere’s comprehensive ecosystem of innovative
partners will drive customer value and improved decisions
8 Source: Charles Donahue at Smart AgriMatics, Paris 18 June, 2014
Is this
‘mono-equipment
system’ reality?
How to cope with
changes in industry
boundries?
How many
platforms should
users and
developers enter?

9. Redefining Industry Boundaries (1/2)
(according to Porter and Heppelmann, Harvard Business Review, 2014)
9
3. Smart, connected product
+
+
+
2. Smart Product
1. Product

10. Redefining Industry Boundaries (2/2)
(according to Porter and Heppelmann, Harvard Business Review, 2014)
10
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

11. 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

12. Farm Digital project
Sharing Data with AgriPlace:
Compliance Made Easy
https://www.agriplace.com

13. 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

14. The battleground in the USA
14
Code of Conduct
• Who has access to my data?
• Do they gain market power
on future markets ?
• Is there a lock inn ?
• Do I become a franchiser
with the risks and not the
returns?

15. 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 ?

16. FI-Ware enabled
Cloud Platform
Cloud
Information
systems
SmartAgriFood: conceptual cloud architecture
sensors
actuators
data sources
(‘Internet of Things’)
local
Information systems
App store
Services
Spraying Advisory
Services
Meteorological
Service
State and Policy
Information Service
Consumer Food
safety service
E-agriculturist Service
for spraying potatoes
Machine Breakdown
Service
Transport
User’s
devices
Other
sources

17. App store
From conceptual architecture to a software
platform and apps (proof of concept, prototype)
Services
sensors
actuators
data sources
(‘Internet of Things’)
Local
ISs
Spraying Advisory
Services
Meteorological
Service
State and Policy
Information Service
Consumer Food
safety service
E-agriculturist Service
for spraying potatoes
FI-Ware enabled
Cloud Platform
Machine Breakdown
Service
User’s
devices
Other
sources
Cloud
IS
Transport
I2ND
IoT
IoC
IoS
S&T
GENERIC ENABLERS
Base Technologies
Validation
T270: Security, Privacy, Trust Framework: SPT (KOC)
T250: System & Data Integration
(ATOS)
T240: B2B Collaboration Core
(IBM)
T230: App Store (IBM)
T220: User Front-End (ATOS)
T260:OperatingEnvironment
(IBM)
T280:SoftwareDevelopmentToolkit:
SDK(ATOS)

18. App store
From conceptual architecture to a software
platform and apps (proof of concept, prototype)
Services
sensors
actuators
data sources
(‘Internet of Things’)
Local
ISs
Spraying Advisory
Services
Meteorological
Service
State and Policy
Information Service
Consumer Food
safety service
E-agriculturist Service
for spraying potatoes
FI-Ware enabled
Cloud Platform
Machine Breakdown
Service
User’s
devices
Other
sources
Cloud
IS
Transport
I2ND
IoT
IoC
IoS
S&T
GENERIC ENABLERS
Base Technologies
Validation
T270: Security, Privacy, Trust Framework: SPT (KOC)
T250: System & Data Integration
(ATOS)
T240: B2B Collaboration Core
(IBM)
T230: App Store (IBM)
T220: User Front-End (ATOS)
T260:OperatingEnvironment
(IBM)
T280:SoftwareDevelopmentToolkit:
SDK(ATOS)
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 ?

19. 2 Scenarios, with significant impacts ?
1. Scenario FIELDSCRIPT:
● Farmer becomes part of one integrated supply chain as a
franchiser/contractor with limited freedom
● one platform for potato breeder, machinery company, chemical
company, farmers and french fries processor.
● Weak integration with service providers, government ?
2. Scenario OPEN COLLABORATION:
• Market for services, apps and data
• Common, open platform(s) are needed
• Higher upfront, common investment ??
• Business model of such a platform more difficult?
• More empowerment of farmers and cooperatives?
F
F

20. Points for discussion (1/2)
 Ownership of farm data: the farmer, the robot supplier
that puts the data in a database and refines it, the
accountant that has an IPR on its report?
 Liability: if it goes wrong when Dutch software is used by
a Belgian contractor in spraying potatoes in N.France with
a wrong update of the French pesticide regulations to
instruct a German spraying machine ?
 Business model (who pays what?) and governance of
ABCDEF platform:
● Farmers / cooperatives owned, pay by use?
● Neutral organisation (a Data / Platform cooperative?)
● Commercially run by an ICT company?
● Governmental infrastructure ?

21. Points for discussion (2/2)
 Do differences in privacy laws / worries play a role?
 Are issues of cyber-security coming up?
 Can cooperatives deal with advanced ICT-using members
and paper-oriented farmers at the same time?
 What ABCDEFs to copy from the USA, what to develop in
Europe?
Is there a need for action by farmers/cooperatives?

22. Thanks for your
attention
krijn.poppe@wur.nl
www.lei.wur.nl
www.FIspace.eu