1. Welcome from
Bonn, Germany
(The city)
Gerhard
Schiefer

2. Gerhard Schiefer
Prof. Univ. of Bonn
Intern. Center for
Food Chain and
Network Research
Bonn:
 UN Campus
 Center of development
activities

3. The food chain responsibility:
... to provide food that is
readily available,
safe to eat, affordable, and
of the quality and diversity
people expect ...
ETP ‚Food for Life‘

4. - IT -
Are we ready
for the major emerging
challenges in food ?
Yes No

6. Changing scenarios
 instability
Demographics
Diminishing production base
Changes in diets (meat)
Growing population
Urbanization
Climatic change
Water
Land for energy
Energy scarcity

7. But also negative trends ..... Changingscenarios
 instability
Agriculture productivity gains last 20 years:
1.3 % (needed 2,5-3%) Demographics
Diminishing production base
Consumption of meat: Changes in diets (meat)
1968-2002: ~25  40 kg (North-America: > 120 kg)
Growing population
Population: Urbanization
2050  + 100% Climatic change
Water
Urbanisation: Land for energy
China last 10 years: - 20 Mio ha (40% of today)
Energy scarcity

8. But also negative trends ..... Changing scenarios
 instability
Agriculture productivity gains last 20 years:
Demographics
Need for:
1.3 % (needed 2,5-3%)
Diminishing production base
Consumption of meat: Changes in diets (meat)
Innovation
1968-2002: ~25  40 kg (North-America: > 120 kg)
Population:
Growing population
Urbanization
Dynamics
2050  + 100%
Urbanisation:
Climatic change
Water
Land for energy
China last 10 years: - 20 Mio ha (40% of today)
Energy scarcity

9. … IT-Responsibility ... ?
... where to start ... ?
Core enabler everywhere  see conference

10. … IT-Responsibility ... ?
... where to start ... ?
Core enabler everywhere  see conference
Computers, Mobile phones, Smartphones, RFID, Satellites,
Internet, Scanners, Sensors, Social Networks, Simulation,
Analysis, Cameras, Touch screens, Bar codes,
Communication tools (broadcasting, sensing), etc……..

11. … IT-Responsibility ... ?
... where to start ... ?
Core enabler everywhere  see conference
Serving communication needs
 Smartphones
+ Internet + Knowledge clouds +

12. Known Examples
Regional:
Market prices
farms
market

13. Known Examples
Regional: Global advise
Market prices
farms
market farms

14. Our concern: Linking agriculture with
food industry and consumers
… Producers link up
with final customers ... ?

15. Local - Regional - Global
From where we start

16. Local - Regional - Global
Why?
From where we start

17. Communication Signals ?
Food miles
Transparency Fair miles
Carbon footprint
Fair trade
Food Safety
Food quality
Carbon tax
Eco label

18. Communication Signals ?
Food miles
Transparency Fair miles
Carbon footprint
Fair trade
Food Safety
Food quality
Carbon tax
Logistics Eco label

19. Transparency: Sustainability indicators
• Dow Jones STOXX® Sustainability
• Global Reporting Initiative (GRI)
• Transfair
• GlobalGAP Wealth of Hidden
• information
CIAA
• DEFRA (FISS)
• United Nation Division for Sustainable
Development (UNDSD)
• Sustainable Agriculture Initiative (SAI)
• Fair Trade Labelling Organization (FLO)

20. Local - Regional - Global
Cloud
Future Internet
Huge programs initiated:
SmartAgriFood
(transparency, logistics)
From where we start

21. Local - Regional - Global
Products
Databases
Social Networks Cloud
Kowledge bases Satellites Enterprises
Huge programs initiated:
SmartAgriFood
(transparency, logistics)
From where we start

22. Direct Communication Support
Cloud
needs ?
production ?
distribution ?
where
what
how
how much
farms urban

23. Direct Interaction Support
Cloud
needs ?
production ?
distribution ?
where
what
how
how much
farms urban

24. Direct Interaction Support
Cloud
Location
farms Quality urban

25. Direct Interaction Support
Cloud
farms urban

26. Cloud
Apps
Profiles
farms urban

27. Cloud
connect
scan Info
deliver

28. Solves basic problem in
establishing tracking/tracing
infrastructure
No joint investment need

29. Lost in the Food (Chain) Network ?
Being part of the whole

30. ... Barrier ...
Adoption problem: how to initiate
Costs (now)
 investment by individual enterprise
Benefits (later or not at all):
 only when all in business network participate
= costs of agreements
Need for cooperation/coordination

31. Cooperation costs
 too high ....

32. Cooperation costs
 too high ....
But not by smart utilization of the cloud

33. Products
Databases
Social Networks Cloud
Kowledge bases Satellites Enterprises
… Decoupling product
from information ...

34. Cloud
urban
farms urban

35. Decoupling
Products Products Products Products
without certif. without certifi. without certifi. without certifi.
Producer Processor Wholesale Retail

36. Separation of product lines
Divison of products throughout the distribution system
Products Products Products Products
with certificate with certificate with certificate with certificate
Products Products Products Products
without certif. without certifi. without certifi. without certifi.
Producer Processor Wholesale Retail

37. Decoupling information from product
Book and claim
selling
Certificate exchange
X kg products
with certificate X+Y kg products
without certificate
Y kg products
without certif.
Producer Processor Wholesale Retail

38. Decoupling information from product
selling buying
Certificate exchange
X kg products X kg products
with certificate X+Y kg products with certificate
without certificate
X+Y kg products
Y kg products without certificate Y kg products
without certif. without certifi.
Producer Processor Wholesale Retail

39. Local - Regional - Global
Why?
From where we start

40. The food chain responsibility:
... to provide food that is
readily available,
safe to eat, affordable, and
of the quality and diversity
people expect ...
ETP ‚Food for Life‘

41. The food chain responsibility:
Transparencyfood that is
... to provide
readily available,
safe to eat, affordable, and
of the quality and diversity
people expect ...
ETP ‚Food for Life‘

42. The food chain responsibility:
Transparencyfood that is
... to provide
readily available,
The Cloud
safe to eat, affordable, and
of the quality and diversity
people expect ...
ETP ‚Food for Life‘

43. The food chain responsibility:
Transparencyfood that is
... to provide
readily available,
The Cloud
safe to eat, affordable, and
of the quality and diversity
people expect ...
Creativity
ETP ‚Food for Life‘

44. IT:
Are we ready
for the major emerging
Thank you
challenges in food ?
Yes No