Special Issue the Value of Big Data in Agriculture Inputs, Farming, And
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The Value of Big Data in Agriculture Inputs, Farming, and Processing Special Issue As one seed unlocks a field, one portal unlocks the world. Simplifying the farmer’s world means connecting the greatest number of dots: financials, agronomy, genetics, insurance, machinery, access to capital, and many more. By finding and curating the best expertise, linking arms with like-minded partners across business needs and market segments, Conservis becomes that vital data hub for everything farmers need and a gatekeeper to all who reach them. conserviscorp.com International Food and Agribusiness Management Review Editorial Staff Executive Editor Peter Goldsmith, University of Illinois, USA Administrative Editor Kathryn White, IFAMA, USA Regional Managing Editors Asia, Australia, and New Zealand Murray McGregor, University of South Australia, Australia A. Derek Baker, UNE Business School, Australia Nicola M. Shadbolt, Massey University, New Zealand Europe Jacques Trienekens, Wageningen University, The Netherlands Vera Bitsch, Technical University of Munich, Germany Alessio Cavicchi, University of Macerata, Italy Diogo Souza Monteiro, University of Kent, United Kingdom North America Ram Acharya, New Mexico State University, USA Yuliya Bolotova, Clemson University, USA Michael Gunderson, Purdue University, USA Vincent R. Amanor-Boadu, Kansas State University, USA Mark Hansen, Brigham Young University, USA R. Brent Ross, Michigan State University, USA Aleksan Shanoyan, Kansas State University, USA David Van Fleet, Arizona State University, USA South America Joao Martines-Filho, University of São Paulo, Brazil Africa Ajuruchukwu Obi, University of Fort Hare, South Africa Editorial Board Filippo Arfini, Universita’ di Parma, Italy Woody Maijers, INHOLLAND University, The Netherlands Stefano Boccaletti, Universita’ Cattolica, Italy Marcos Fava Neves, FEA / USP / PENSA, Brazil Michael Boehlje, Purdue University, USA Onno Omta, Wageningen University, The Netherlands Fabio Chaddad, University of Missouri, USA Hernán Palau, Buenos Aires University, Argentina Dennis Conley, University of Nebraska - Lincoln, USA Christopher Peterson, Michigan State University, USA Francis Declerck, ESSEC Business School, France Thomas Reardon, Michigan State University, USA Hamish Gow, Massey University, New Zealand Mary Shelman, Harvard Business School, USA Jukka Kola, University of Helsinki, Finland Johan van Rooyen, University of Stellenbosch, South Africa Jay Lillywhite, New Mexico State University, USA The IFAMR (ISSN #: 1559-2448) is published quarterly and is available at http://www.ifama.org. For copyright and publishing information, please contact: Kathryn White, Administrative Editor • IFAMA Business Office • 5775 Wayzata Blvd. Suite 700, Minneapolis MN 55416 USA • Tel: 1 (763) 412-1988 • Fax: 1 (763) 971-7958 • Email: [email protected] • Web: www.ifama.org The International Food and Agribusiness Management Review Volume 19 Special Issue A The Value of Big Data in Agriculture: Inputs, Farming and Processing Special Issue Editors Lead Editor: Eric Jackson, Conservis Co-Editors: Steven Sonka, University of Illinois Michael Boehlje, Purdue University Charles Linville, Ploughman Analytics Kenneth S. Zuckerberg, Rabobank International Food and Agribusiness Management Review Special Issue - Volume 19 Issue A, 2016 TABLE OF CONTENTS Introduction 1. The Value of Big Data in Agriculture: Inputs, Farming and Processing Eric Jackson ............................................................................................. p. 5 2. Big Data Characteristics Steven Sonka .................................................................. p. 7 3. How Might Big Data Impact Industry Structure and Enhance Margins? Michael Boehlje.................................................................................................................. p. 13 Research 4. A Network-Science Support System for Food Chain Safety: A Case from Hungarian Cattle Production Ákos Jóźwiak, Mátyás Milkovics, and Zoltan Lakner..................................................................................................................... p. 17 5. The Role of Wireless Broadband Connectivity on ‘Big Data’ and the Agricultural Industry in the United States and Australia Tyler B. Mark, Terry W. Griffin, and Brian E. Whitacre................................................... p. 43 6. Big Data in Agriculture: Property Rights, Privacy and Competition in Ag Data Services Michael E. Sykuta........................................................................... p. 57 7. Targeting Drought-Tolerant Maize Varieties in Southern Africa: A Geospatial Crop Modeling Approach Using Big Data Kindie Tesfaye, Kai Sonder, Jill Cairns, Cosmos Magorokosho, Amsal Tarekegn, Girma T. Kassie, Fite Getaneh, Tahirou Abdoulaye, Tsedeke Abate, and Olaf Erenstein............................ p. 75 8. Index Insurance: Using Public Data to Benefit Small-Scale Agriculture Maria Jose Castillo, Stephen Boucher, and Michael Carter.................... p. 93 2016 International Food and Agribusiness Management Association (IFAMA). All rights reserved. iii International Food and Agribusiness Management Review / Volume 19 Issue A, 2016 9. Organized Data and Information for Efficacious Agriculture Using PRIDE™ Model Minal Sawant, Rajesh Urkude, and Sandip Jawale......................... p. 115 10. A Blueprint for a Big Data Analytical Solution to Low Farmer Engagement with Financial Management Cathal O’Donoghue, Alistair McKinstry, Stuart Green, Reamonn Fealy, Kevin Heanu, Mary Ryan, Kevin Connolly, J.C. Desplat, Brendan Horan, and Paul Crosson............................................................. p. 131 11. Big Data's Potential to Improve Food Supply Chain Environmental Sustainability and Food Safety Mary Clare Ahearn, Walt Armbruster, and Robert Young..................................................................................................................... p. 155 12. Big Data and Smallholder Farmers: Big Data Applications in the Agri-Food Supply Chain in Developing Countries Iuliia Protopop and Aleksan Shanoyan ............................................................................................................. p. 173 13. Enhancing Food Safety, Product Quality, and Value-Added in Food Supply Chains Using Whole-Chain Traceability Brian D. Adam, Rodney Holcomb, Michael Buser, Blayne Mayfield, Johnson Thomas, Corliss A. O’Bryan, Philip Crandall, Dar Knipe, Richard Knipe and Steven C. Ricke..................................... p. 191 2016 International Food and Agribusiness Management Association (IFAMA). All rights reserved. iv International Food and Agribusiness Management Review Special Issue - Volume 19 Issue A, 2016 The Value of Big Data in Agriculture: Inputs, Farming and Processing EDITOR INTRODUCTION Eric Jackson Cofounder and Chief Sustainability Officer, Conservis Corp, Minneapolis, MN, USA The promise of big data in agriculture is very alluring. After all, agriculture is one of the last great enterprises on the planet that hasn’t been fully digitized and analyzed. It is a biological manufacturing system, wrought with all the complexities one might expect from jamming humans, machines, natural systems, chemistry, biology, weather and climate into a single box. As Donald Rumsfeld famously quipped “As we know, there are known knowns; there are things we know we know. We also know there are known unknowns; that is to say we know there are some things we do not know. But there are also unknown unknowns—the ones we don’t know we don’t know.” As I travel the world and discuss the opportunities and challenges of big data in agriculture with other global agriculturalists, several recurring themes are becoming prevalent. First, agriculture is a very location-specific enterprise. Soil, water and land characteristics— arguably three of the strongest determinates of outcomes—are hyper-local in their variability. No two fields or paddocks or plots are exactly the same. Second, weather and climate are highly localized. No two growing seasons are the same and the local variability within a season can be very stark. Third, the proximity of a given farming operation to the marketplace and the transportation infrastructure which enables the handling, movement and storage of crops varies dramatically from location to location. Corresponding author: Tel: + 1 612.424.6300 Email: E. Jackson: [email protected] 2016 International Food and Agribusiness Management Association (IFAMA). All rights reserved. 5 Jackson Volume 19 Issue A, 2016 And last but not least, farming methods and practices are as individualized as the humans performing them. There are deep, local, and cultural roots that can drive behavior and decisions made on the farm. So as we discuss the value of big data in agriculture, one has to wonder if small data, i.e. local field-specific data, isn’t the key that might unlock the value in the big data vault. Put another way, there are things that we do know that might help uncover that which we don’t know. And it’s very important that we use all the data tools at our disposal to address the core challenge; the Food and Agricultural Organization of the United Nations has forecasted the need for a 70% increase in global food production by mid-century. This Special Edition has two primary sections. The first two papers were invited from two of the co-editors on this project. Dr. Steven Sonka starts by framing the characteristics of big data. Then, Dr. Michael Boehlje offers perspectives on how big data