We now have incredible capabilities to measure, record, and trace products and data points, on everything from a package of bacon, to online shopping choices, to yield in a field of grain. But just because we have the ability to measure something, doesn’t mean we’re making good use of that information, nor do can we necessarily meet all demands of what data collection and traceability can do.
Mike Witkowicz, vice president of strategy and business development for Ag Exchange Group, was on hand at AgSmart in Olds, Alta., and spoke about the importance of not just data collection but also on the value of assembling all those puzzle pieces of information together.
Witkowicz stresses that the pressure on traceability of farm and food products is only set to increase, and it’s the agriculture industry’s job to deliver useful traceability for the consumer. It will take working with food processors to get there, for sure.
There’s also the big question of privacy and value when it comes to data accumulation and sharing. “Be a little skeptical,” he says. “Once you’ve given (away your data) you can’t get it back. Make sure you get some value back for what you share.”