The Internet of Food and Farm

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


High-Tech

Interoperability

Cost price & Quality

New services

Consumer demands

Loyalty On-line shopping

Major global challenges

Transport Transport

Transport


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



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



22


farm management

system

farm equipment

system

weather data

system

irrigation system

seed optimizing

system

field sensors

irrigation nodes



farm performance

database

seed database


weather forecasts

weather maps


farm equipment

system

planters

tillers

combine

harvesters

4. Product system

Your company



23


farm management

system

farm equipment

system

weather data

system

irrigation system

seed optimizing

system

field sensors

irrigation nodes



farm performance

database

seed database


weather forecasts

weather maps


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

Google

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

[email protected]

nl.linkedin.com/in/sjaakwolfert/

Twitter: @sjaakwolfert

http://www.slideshare.net/SjaakWolfert

mailto:[email protected]

http://nl.linkedin.com/in/sjaakwolfert/



Technology

The Internet of Food and Farm