the internet of food and farm
TRANSCRIPT
The Internet of Food and Farm
Sjaak Wolfert
Sr. Scientist Information management
& ICT in Agri-Food
Alumni-bijeenkomst Precisielandbouw, HVHL, Leeuwarden, 6 December 2016
Our mission and approach
Support the agri-food business in implementing ICT solutions by:
Analysis – what are the ICT challenges for your business/sector?
Design – how should the ICT-solution look like? (based on reference architecture/infrastructure)
Iterative implementation – by developing pilots and prototypes, mostly in sector-wide or beyond-sector public-private projects
everything
anything
everybody
ICT as a driver for innovation
Mobile/Cloud Computing
Location-based monitoring
Social media
Internet of Things
Blockchains (?) =
Big Data = The New Oil?
anywhere
We ain’t see nothing yet!
everywhere
How will ICT drive innovations in agri-food?
Transport
Current issues
How more ICT and data can contribute to this
Which innovations and new business concepts are possible ?
Major global challenges
Transport
Transport
Input industry Farmer Food Processor Retail / consumer Software Provider Logistic Solution Provider
Current issues
Transport Transport
Transport
Input industry Farmer Food Processor Retail / consumer Software Provider Logistic Solution Provider
High-Tech
Interoperability
Cost price & Quality
New services
Consumer demands
Loyalty On-line shopping
Major global challenges
Transport Transport
Transport
Input industry Farmer Food Processor Retail / consumer Software Provider Logistic Solution Provider
Food & Nutrition Security
Sustainability
Health
Food Safety & Transparency
How can ICT add value?
FI-Ware enabled Cloud Platform
Cloud Information
systems
SmartAgriFood’s 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
smart sensing & monitoring
smart analysis & planning
smart control
Smart Farming: closing the cyber-physical
management cycle
BIG DATA
The Future of Farming ™
The Future of Farming ™
Ag Equipment: mobile networks
• Tractor and Implement are acting as one network
• Always connected!
Cloud / Internet
PA
GE
11
WWW.CONNECTERRA.IO
Our solution: The Dairy Monitor Complete animal healthcare in one device.
Based on sensor data we are able to provide the farmer with valuable insights and actions
Heat and Health Detection
Farmer Insights
Location Services
No more graphs to understand, the system tells you what to do!
Track animal movements and grazing habits to enable organic certifications
Early detection of heat and health issues improves productivity by 20%
Sensors
Algorithms run in the cloud
Insights & actions
Involving the entire supply chain network
and beyond
Smart Farming
Smart Logistics tracking/& tracing
Source: Hisense.com
Domotics Health Fitness/Well-being
Cloud Event Management System
Location A Location B
Virtual
Plant
Virtual
Location A
Virtual
Location B
Environment
update Plant
location update
Environment
update
Tracking and Tracing and Meat Awareness (TTAM)
What needs to happen behind the scenes...
Smart Food Awareness
To satisfy needs of each consumer by providing transparent and tailored information about agri-food products.
I am a Royal Gala apple
from south Spain, I was
grown without
pesticides following
organic farming criteria,
I have been here for 1
day, my carbon footprint
is 1,2 kg CO2e.
I am a self-
conscious
consumer that
wants to now
where my food
comes from and
how it is produced
App store
From conceptual architecture & prototypes to a real software platform and Apps
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
ValidationT270: 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)
T26
0:
Op
era
tin
g E
nvi
ron
me
nt
(IB
M)
T28
0: So
ftware
Deve
lop
me
nt To
olkit:
SDK
(ATO
S)
FIspace platform High Level Architecture
I2ND
IoT
IoC
IoS
S&T
GENERIC ENABLERS
Base Technologies
Validation
1. Crop Protection
Information Sharing
2. Greenhouse
Management &
Control
3. Fish Distribution &
(Re-)Planning
4. Fresh Fruit and
Vegetables QA
5. Flowers & Plants SC
Chain Monitoring
6. Meat Information
Provenance
7. Import & Export of
Consumer Goods
8. Tailored Information
for Consumers
Trials:
Security, Privacy, Trust Framework: SPT
System & Data Integration
B2B Collaboration Core
App Store
User Front-End O
pe
rati
ng
En
viro
nm
en
t So
ftware
Deve
lop
me
nt To
olkit: SD
K
Example: Spraying Scenario
Scenario: get expert advice for spraying to handle disease on tomatoes
State Authority Franz Farmer Ed Expert
Spraying (follow advice)
Create Advice
Approval
Request Advice
Co
llab
ora
tive
Bu
sin
ess
Pro
cess
B
ack-
End
Sys
tem
s Farm / GH Management
Systems
Sensor Network in the Greenhouse
Agronomist Expert System
Regulations & Approval System
1
2
3
FIspace App
‘Weather Information’
FIspace App
‘Spraying Expert Advice’
FIspace App
‘Spraying Certification’
product type, etc.
sensor data (access details)
suggested chemical
advice details
certification details
19
Redefining Industry Boundaries (1/2)
(according to Porter and Heppelmann, Harvard Business Review, 2014)
20
3. Smart, connected product
+
+
+
2. Smart Product
1. Product
Redefining Industry Boundaries (2/2)
(according to Porter and Heppelmann, Harvard Business Review, 2014)
21
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
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
Your company
Redefining Industry Boundaries (2/2)
(according to Porter and Heppelmann, Harvard Business Review, 2014)
23
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
Your company
Farmer: how many
platforms must I use?
Developer: on how many
platforms should I offer
my solution?
Platform owner: how
many connections do I
need to maintain?
Battlefield of IoT, Big Data and Farming
24
Farm
Farm
Farm
Farm
Data
Start-ups
Farming Cooperatives
Open Ag Data Alliance
...
AgBusiness Monsanto
Cargill
Dupont ...
Tech Companies
IBM
Oracle
...
Ag Tech John Deere
Trimble
Precision planting ...
Tech
Start-ups Farm
Tech
Start-ups
Data
Start-ups Venture Capital
Anterra
Founders Fund
Kleiner Perkins ...
Farm
USA start-ups in different areas
Discussions
Am I owning my own
tractor? (IPR on software)?
Do I own my data? Who
has access?
Does the government have
insight?
Do certain companies get
much power in the market?
Is there a lock-in situation?
Can I transport my data?
Do I become a franchiser
carrying the risks and limited
returns?
Code of Conduct
Towards business/software ecosystems
New Business Models based on Big Data See: Arent van 't Spijker: "The New Oil - using innovative business models to turn data into profit“, 2014
Basic data sales
● commercial equivalent of open data (e.g. FarmMobile)
Product innovation
● use data to improve your product (machinery industry, e.g. John Deere, Lely’s milking robots)
Commodity swap
● data for data (e.g. between farmers and (food) processors to increase service component)
Value net creation
● pool data from the same consumer (e.g. AgriPlace)
Value chain integration
● use data to control the whole chain (e.g. Monsanto’s Fieldscript)
Commodity swap -
data for data
Many farms Individual farm
Data
Benchmark
Analytics
Basic data sales
“Farmers think their trust is violated” Their data goes to multinationals that promise high future yields based on big data, while farmers have to pay for everything How does it work? - A ‘box’ collects all data - Data is stored in a cloud - Data is being marketed/invested - Farmer gets a share of profit
Value Chain Integration: Monsanto’s
FieldScripts
PRESCRIPTIVE FARMING based on PRECISION AGRICTULTURE
Farmers Business Network
• Owned by farmers • Funded by Google
Ventures 2015: 7 million acres ground Assessment of 500 seeds and 16 crops Costs for farmer: $ 500 / year.
DATA-FAIR: Open Software
Ecosystem
Stakeholders
Platforms
Apps + services
Knowledge models
Security, Privacy, Trust
Business models
Data sharing
Possible example of open collaboration
Farmer
Open Architecture & Infrastructure Event-driven, Configurable, Customizable
Standards & Open Datasets
Real-time data sharing
IoT layer
Internet of Food and Farm 2020
2017-2020 - 70+ partners - 30M€ funding
IoF2020 – Large Scale Pilot
Wrap-up
Agri-Food chains become more technology/data-driven
● Probably causes major shifts in roles and power relations among
different players in agri-food chain networks
● Open infrastructure and software development and business
models are key issues
Two extreme scenarios:
1. Strong integrated supply chain in which farmer is franchiser/contractor with limited freedom
2. Open collaboration network in which a farmer is empowered through easier switch between suppliers and customers
Reality somewhere in between?
Farmer
Farmer
Thanks for your
attention!
Questions?
More information
nl.linkedin.com/in/sjaakwolfert/
Twitter: @sjaakwolfert
http://www.slideshare.net/SjaakWolfert