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AFBF Survey: Farmers Want To Control Their Own Data

Farmers and ranchers want to control the information their equipment collects every time it passes through a field, a survey released on May 11 by the American Farm Bureau Federation (AFBF) shows. Farmers also believe that creating a cooperative-style central repository for their data is the best way to enhance its security and maximize its value.

AFBF is a founding member of the Ag Data Coalition, an organization created by several leading agricultural groups and companies to help farmers better store and manage their information in a central location. The ADC will establish a co-op-style repository for agricultural data, with farmers having a governing role over the group.

Survey respondents also ranked vendor transparency high among their priorities. Farm Bureau and other groups recently introduced a tool, the Ag Data Transparent Evaluator, to explain in plain English the complicated details often found in data contracts with agricultural hardware and software providers.

The survey revealed a high level of misunderstanding among respondents regarding data details in their contracts. When asked whether they knew if their contracts indicated they owned or controlled their own data, 55 percent of those surveyed said they did not know. Twelve percent said the contracts did not indicate control or ownership, and only 33 percent said their contracts specifically indicated that growers owned or controlled the data they generate.

When asked whether contract details about sharing data with a third party, business partner or affiliate required approval of the grower, only 32 percent said they did. Fifty-four percent were unsure and 14 percent said prior approval from a grower was not required for data sharing.

Other notable results from the survey: 77 percent are concerned about which entities can access their farm data and whether it could be used for regulatory purposes; 67 percent said they will consider how outside parties use and treat their data when deciding which technology or service provider to use; 66 percent believe farmers should share in the potential financial benefits from the use of their data beyond the direct value they may realize on their farm; 61 percent are worried that companies could use their data to influence market decisions; and 59 percent were confused whether current agreements or contracts allowed technology or service providers to use their data to market other services, equipment or inputs back to them.
 

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