1. Internet of Food and Farm 2020: fostering the
data ecosystem
Sjaak Wolfert (Sr. Scientist, Wageningen Research)
IoT4Food, 22 Mar. 2018, Dublin, Ireland
3. Involving entire supply chain and beyond
Smart Farming
Smart Logistics
Tracking & Tracing
Consumer trends
Domotics Health
Fitness/Well-beingPersonalized
4. The battlefield of Big Data in Farming & Food
Farming
Ag
Business
FoodVenture
Capitalists
Data
Start-up
Data
Start-up
Ag Tech
Tech
Companies
Tech
Start-up
Tech
Start-up
Retail
See: Wolfert et al., Agricultural Systems 153 (2017) 69–80
Processors
5. Governance
● privacy, security, stakeholders...
Business models
● fair share, new opportunities
Infrastructure
● open versus closed
Ecosystems
● establishing critical mass
...which are often intertwined!
Current issues and challenges
8. Basic data sales
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
“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
9. Value net creation
9
Cloud DATA platform
Farmer
Supplier C
Supplier A
Supplier B
Customer X
feed
sperm milk
milking
robot
data
data
data
datadata
data
data
data
data
data
data
data
data
Network
Administrative
Organization
10. Creating a collaborative infrastructure
Scenario: get expert advice for spraying to
handle disease on tomatoes
State AuthorityFranz Farmer Ed Expert
Spraying
(follow advice)
Create
Advice
Approval
Request
Advice
CollaborativeBusinessProcess
1
2
3
FIspace App
‘Weather
Information’
FIspace App
‘Spraying
Expert Advice’
FIspace App
‘Spraying
Certification’
Back-EndSystems
Farm
Management
Systems
Sensor Network
in the Greenhouse
Agronomist
Expert System
Regulations &
Approval
System
product type, etc.
sensor data
(access details)
suggested
chemical
advice details
certification
details
10
11. Leading to two extreme scenarios?
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
Governance and Business Models
are key issues
There is a need for a facilitating
open infrastructure
1. Strong integrated supply chain
2. Open collaboration network
Reality somewhere in between!
13. OBJECTIVE
IoF2020 fosters a large-scale uptake of IoT in
the European farming and food sector
• Demonstrate the business case of IoT for a
large number of application areas in farming
and food sector;
• Integrate and reuse available IoT
technologies by exploiting open
infrastructures and standards;
• Ensure user acceptability of IoT solutions in
farming and food sector by addressing user
needs, including security, privacy and trust
issues;
• Ensure the sustainability of IoT solutions
beyond the project by validating the related
business models and setting up an IoT
ecosystem for large scale uptake.
13
14. IOF2020 IN BRIEF
14
16
COUNTRIES
4 YEARS
Start = January
2017
€35 MILLION
BUDGET
(€30 million co-funded
under EU H2020
programme)
70+ PARTNERS
ORGANISATIONS
16. IoT tools for sustainable wine production, wine quality management and shipping monitoring
UC3.2. BIG WINE
OPTIMIZATION
Coordinator: Mario Diaz Nava, ST Microelectronics
This project has received funding from the European Union’s Horizon 2020
research and innovation programme under grant agreement №731884
17. IoT Product Impressions
sensors in
the vineyard
display devices,
agronomic parameters
and weather forecast
Temperature/RH
logger
with data
transmission
NIR spectrometer
% alc., sugar,
etc.
21. Business support
Different business
models will be
tested to identify
the most successful
and sustaining ones
BUSINESS MODELS
Buying and selling a
product is te best
service.
MARKET
STUDY
Develop standard
procedures and
guidelines to handle
sensitive
information and to
protect IP
PRIVACY
GUIDELINES
Calculate costs
savings and effects
on revenue
development &
financing plans for
farmers
KPI & IMPACT
22. OUTSIDE PROJECT
OPEN CALL
TOWARDS TO THE IOF2020 ECOSYSTEM
GENERAL PUBLIC
AND MEDIA
POLICY-MAKERS
AND REGULATORS
SCIENTIFIC
COMMUNITY
AGRICULTURAL (INDEPENDENT)
ADVISORY SERVICES
NGOS & INTEREST
ORGANISATIONS
IOT TECHNOLOGY
PROVIDERS
BUSINESS SUPPORT
ORGANISATIONS
• Accelerators
• Incubators
• Chambers of commerce
• Enterprises networks
END-USERS
• Farm equipment suppliers
• Food processing companies
• Retailers
• Transporters
• Consumers’ associations
INVESTORSFARMERS
COOPERATIVES CONSORTIUM PARTNERS
23. OPEN CALL ‘NEW INNOVATIVE IOT USE CASES’
Challenges
1. New regions
• Eastern and Northern Europe
• Re-use existing use cases
2. Post-farm and other sectors
• From farm supply chain
(logistics, processing, retail,
consumption)
• Other crops, animals, etc.
Important Information
• Multi-actor use cases
(no single-parties!)
• IoT value chain (tech providers,
service integrators, end-users)
• Business/organizational aspects
• Total budget: 6 M€; per use
case 300-500 k€
• Expected opening: June 2018
www.iof2020.eu/opencall
opencall@iof2020.eu
24. IoF2020 is funded by the Horizon 2020 Framework Programme of the European Union.
Grant Agreement no. 731884. Visit iof2020.eu for more information about the project.
Website: www.iof2020.eu
Twitter:
https://twitter.com/IoF2020
Sjaak Wolfert
sjaak.wolfert@wur.nl
STAY TUNED!
Notes de l'éditeur
Hier volgen een paar concrete voorbeelden van deze business modellen vooralsnog vnl. uit de USA.
Ik kan hier snel doorheen gaan of skippen afhankelijk van de tijd.
This slide provides an overview of the project aim and objectives.
Some key figures about the project:
The Consortium comprises 71 partners from 16 countries.
The project duration is 4 years (Start in January 2017 and end in December 2020)
The total budget is €35 million (of which €30 million co-funded by the EU under the Horizon 2020 Framework Programme for Research and Innovation)
The core of the project lies within 5 trials. These cover 5 sectors (arable, dairy, fruits, vegetables and meat).
To showcase each of the trials, the project is organized around 19 use cases.
Through these projects we have developed a success formula in approaching the challenge of ICT and Information Management in Agri-Food :
Trials and use cases form the core, in which we jointly develop as research and business organisations, knowledge and application through a lean multi-actor approach
This means that we quickly develop minimum viable products with involvement of all relevant stakeholders and upscale these through several cycles of development
In parallel we create synergy by
Technical integration: open architectures, standard that can be used as generic building blocks in the trials and use cases
Governance and business modelling: solve issues that arise from the trials and use cases regarding ownership, privacy, trust, etc. and support the businesses in developing sustainable business plans for the apps, services and organization structures that are being developed
Ecosystem Development – support the trials and use cases in embedding their solutions in global ecosystems and upgrading them to a large scale
Project coordination and management is trivial, but we have shown that Wageningen University and Research is very capable to fulfil this role in large public-private projects
This integrated approach will guarantee long-term, sustainable results from these projects.
Consortium participants and partner organisations
IoF2020 partners, other networks and initiatives with whom relations have already been established.
Stakeholders, directly using produced services and/or benefiting from the project outcomes.
Farmers
Cooperatives
End users
IoF2020 includes end-users for the entire supply chain, from farm to the plate.
IoT technology providers
Companies or other entities developing, producing and selling IoT technologies.
Agricultural (independent) advisory services
Services that make new knowledge available to farmers and assist the farmers to develop their farming and management skills.
Business support organisations
Entities supporting the establishment of a business entity.
Interest organisations / NGOs
Interest organisations are the entities representing interests of a particular sector.
NGOs are non-profit organizations, operating independently of government.
Investors
Entities committing capital for a financial return.
Scientific community
A diverse network of interacting scientists.
Policy makers and regulators
Individuals responsible for determining and applying policies and legislations.
General public & media
General public is the general community of people, regardless of their interests and/or occupations.
Media are the communication channels through which the IoF2020 key emssages can be disseminated.