Entrepreneurs active in the agricultural sector spend more and more of their time registering and publishing all kinds of data, as the government, certification bodies, banks, clients, the retail sector and consumers all want to have more insight into how safe and sustainable their food is. The majority of this agriculture-related data is still paper-based, spread over different systems and difficult to exchange between the people who want to access it. This is why digitising agricultural business data is an important item on the agenda. With FarmDigital, we can respond to these developments. FarmDigital is an action research programme which is currently working towards a situation in which data only needs to be entered once and can be shared easily. It aims to achieve this goal by standardising data and developing and implementing an independent, digital platform for people to use.

1. FarmDigital – compliance made easy
Sjaak Wolfert & Robbert Robbemond (Wageningen University & Research)
15 June 2017, Australian Farm Institute conference, Melbourne, Australia

2. ECOSYSTEM & COLLABORATION SPACE
ProjectCoordination&
Management
Our Approach...
Trials/Use Cases: Knowledge & App development
Lean multi-actor approach
3. EVALUATION
1. CO-DESIGN
2. IMPLEMENTATION
P1
P2
LARGE
SCALE
P3
Technical Integration
Business Modelling &
Governance
Ecosystem Development

3. European Public-Private Partnership ICT-projects
2011-2013: SmartAgriFood - a FIWARE-based conceptual architecture
and prototype applications (5 M€)
2013-2015: FIspace – B2B business collaboration platform for agri-food
& logistics (+ apps) (13.5 M€)
2014-2016: Accelerators: SmartAgriFood2, FInish, FRACTALS (~17 M€)
- 125 apps/start-ups based on FIWARE/FIspace
Sep. 2016: FIWARE Foundation established with 3 verticals:
Smart Cities, Industry and Agri-Food
2017-2020: IoF2020 – The Internet of Food and Farm (30 M€) - IoT
large-scale pilot for smart farming and food security

4. Some national Public-Private Partnership projects
2012-2016 Consumer Interaction –opportunities and effectiveness of new media
and apps on communication with consumers
2012-2016 eBusiness Adoption – status, barriers and potential stimulants for
digital business in floriculture
2015-2016 Farm Digital – compliance made easy by data standardisation and
an independent digital platform
2016-2017 Quality-driven rose chain – quality management in rose chains
based on sensors and artificial intelligence
2015-2018 Big T&U – platform for Big Data in horticultural chains
2016-2019 DaVinc3i Community – stakeholder network for logistic innovation
and research on virtualization of floricultural chains
2017-2019 DATA-FAIR – value creation by data sharing in agri-food business
2017-2020 Precision Horticulture – Precision management of growth, plant
health and breeding in open and closed horticulture

5. ECOSYSTEM & COLLABORATION SPACE
ProjectCoordination&
Management
Our Approach...
Trials/Use Cases: Knowledge & App development
Lean multi-actor approach
3. EVALUATION
1. CO-DESIGN
2. IMPLEMENTATION
P1
P2
LARGE
SCALE
P3
Technical Integration
Business Modelling &
Governance
Ecosystem Development

6. © FarmDigital 2016 6
Ecosystem and collaboration space

7. © FarmDigital 2016 7
FarmDigital project partners:

8. © FarmDigital 2016 8
AgriPlace: the solution

9. ECOSYSTEM & COLLABORATION SPACE
ProjectCoordination&
Management
Our Approach...
Trials/Use Cases: Knowledge & App development
Lean multi-actor approach
3. EVALUATION
1. CO-DESIGN
2. IMPLEMENTATION
P1
P2
LARGE
SCALE
P3
Technical Integration
Business Modelling &
Governance
Ecosystem Development

10. © FarmDigital 2016 10
Use cases – multi-actor
I: Melons Costa Rica
• 25 export oriented farmers (low ICT) +
traders + transporters
• GLOBALG.A.P, TescoNurture, Rainforest
Alliance
II: Table grapes South Africa
• 300+ export oriented farmers (low ICT) +
traders + transporters
• GLOBALG.A.P., SMETA ETI, SIZA and SKAL
III: Potatoes Netherlands
• 6,700 farmers (moderate/high ICT)
• GLOBALG.A.P.
SOLUTION PROVIDERS3 COUNTRIES & 3 CROPS
COSTA RICA
SOUTH AFRICA
NETHERLANDS

11. ECOSYSTEM & COLLABORATION SPACE
ProjectCoordination&
Management
Our Approach...
Trials/Use Cases: Knowledge & App development
Lean multi-actor approach
3. EVALUATION
1. CO-DESIGN
2. IMPLEMENTATION
P1
P2
LARGE
SCALE
P3
Technical Integration
Business Modelling &
Governance
Ecosystem Development

12. © FarmDigital 2016 12
• Business process diagrams
• Data Definitions
• Data Messages
• Data Mappings
• Implementation Guides
• …
COLLECT ONCE; USE OFTEN
Based on GLOBAL
Information Standards…
Supporting
GLOBAL schemes
UN/CEFACT
Integrative Open Information Architecture

13. © FarmDigital 2016 13
The real work in the background...

14. ECOSYSTEM & COLLABORATION SPACE
ProjectCoordination&
Management
Our Approach...
Trials/Use Cases: Knowledge & App development
Lean multi-actor approach
3. EVALUATION
1. CO-DESIGN
2. IMPLEMENTATION
P1
P2
LARGE
SCALE
P3
Technical Integration
Business Modelling &
Governance
Ecosystem Development

15. © FarmDigital 2016 15
Governance & business model
• Data sharing
• Platform
• Data control
• Transparency
• What business model can
work?
• What are the conditions of the market?

16. © FarmDigital 2016 16
The business model options..
PROFIT
versus
NON PROFIT
COMMERCIAL
versus
COLLECTIVE
PUBLIC
versus
PRIVATE
NATIONAL
versus
INTERNATIONAL

17. © FarmDigital 2016 17
#6 Value co-creation
monetization in value network
Platform
paying
Data/information

18.  Digitalization makes compliance easier for farmers and other
stakeholders in the network
 Solution development requires lean multi-actor approach based on:
● Integrative, open architecture incl. global standards
● Good governance structures and business models
● Establishing sustainable, collaborative ecosystems
Wrap-up and conclusions
18

19. Some follow-up work...
19

20. 20
DATA-SHARING
Governing possibilities
for data chain processes
(storage, transfer,
transformation, analytics,
marketing)
Institutional Setting
(formal rules, regulation &
control, perceptions, trust,
motivation, encouragement)
Stakeholder Network
External factors
Political
Economic
SocialTechnological
Legal
Environmental
Efficiency
Effectiveness
Inclusiveness
Legitimacy &
Accountability
Credibility
Transparency
Internal factors

21. Blockchains: building a single layer of truth
21
Blockchain

22. Thank you for your
attention!
More information:
sjaak.wolfert@wur.nl
nl.linkedin.com/in/sjaakwolfert/
Twitter: @sjaakwolfert
http://www.slideshare.net/SjaakWolfert
22