Is this the most organic use of Data we know?

Data, Women in data

The 7th Women in Data kicked off with a big bang of AWESOME at Havas Media last month.

As host on the night, I can now tell you that I was nervous about how the content would resonate with the audience. They were two such different topics. But what became clear was that data is so relevant to us all, when put in the right context.
Levi Nupponen had a tough job following Imogen Hewitt’s talk on Meaningful Brands. Imogen’s presentation saw her sharing some stats with us from a survey Havas completed around branding.
Levi dug deep into the audience’s psyche but he didn’t disappoint. Levi uses data in the most organic way possible! His company, Agrology offer consulting services for the agribusiness and agritech sector.
Agrology offer innovative solutions to develop sustainable solutions for food production systems. They use data in both simple and complex ways to do this.
Levi discussed the farming industry and how it is now using technology and data to supply produce from farm gate, to plate.
Data is used in both commercial horticulture and aquaculture. This enables farmers to supply the most organic and beautiful tasting produce. Fascinating, because this industry is using data for consumption in the most ethical way.
By using predictive modelling, Levi is able to;
  • Predict yields
  •  Forecast growth
  • Quantities of crops
This enables farmers to align with retailers. This also ensures waste is minimised whilst maximising profit for all.
This use of data is by no means complicated to those already in the data industry. What was surprising was how many of us still believe that predictive modelling is only for use within established industries. E.g banking and insurance.
Levi explained the challenges that come with merging data and technology within the farming industry. The largest challenge is finding someone who understands the vast nuances of both the data and farming industries. This is very rare to find! Anyone with skills or interests in both areas, should be investing in upskilling themselves. As a recruiter, this info stood out. An opportunity on capitalising on this very up and coming market.
It’s obvious that this is in no way as established as data and technology is within say, banking or insurance. By commercialising the farming industry in this way, we could all see that this is where the future of data should lie.
When food and water resources ever become so scarce, this is one industry that we will be grateful for!
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