SIMON

'As an advocate for a future world of Digital animal farming, I continue to search new approaches, namely how to address the challenge that Information technology brings to farmers. My belief, we'll see an evolution to a two tiered approach, where traditional farming meets centralized data analysis and farm optimization. I continue to evangelize this approach as a way, to not only drive more value from farm investment, but also resolve some of the broader challenges the supply chain faces. As we continue to intensify, we should try to do it in the most responsible way possible... Alongside my colleagues at Fancom and the academic world, we established a dialogue across the supply chain as to the value of information from farm technology. To put a number on sustainability. Since those early days, I can only say it has been quite a journey, one that I remain on with passion.

Primary location: United Kingdom