No Turning Back: Data Transparency Essential in 2021
There is no going back. The influence of and dependence on digital technology in our lives is here to stay. Britt Raybould, President of the Ag Data Transparency (ADT) Board, President of the National Potato Council and Chief Financial Officer at Raybould Brothers Farms, recently shared perspective on what this trend means for agriculture organizations and the need for an organization like ADT.
“We all knew technology would be of critical importance to agriculture, but I don’t think any of us five or ten years ago could have fully comprehended how deeply it would be integrated to every part of our operations in 2021,” Raybould says. “With the amount of information being generated daily, there is a clear need for commitment to further transparency in business relations for those generating the data and those using it to help farmers make decisions.”
The third-generation potato farmer and industry leader asserts that better relationships make for improved decision making. “The clearer the collaboration regarding data can be, the stronger the relationship. This kind of clarity helps both parties have a better sense of what is needed and expected when it comes to a farm’s data,” Raybould says. “Building transparency is building trust.”
After a year like 2020, a focus on business sustainability is essential. An organization must communicate its priorities to customers and being certified as Ag Data Transparent can be part of that process. “ADT provides a pathway to help businesses communicate more transparently, which is something customers are looking for as they discern how their data will be used to improve their operations,” she points out.
Raybould reminds those considering certification that this platform adds value to their customers as part of their current practices. “Being certified as Ag Data Transparent doesn’t require your company to follow a third-party way of doing things. Rather, it is a way to share your own commitments. This process does not designate winners or losers, everyone answers the same questions. Certification exists strictly to facilitate clear communication between farmers and technology providers.”
As technology evolves, so will ADT. “As things change, ADT will continue examining how best to help companies communicate their commitment to transparency with customer data,” Raybould says.
Link here for more information on ADT certification.