A Case Study of a Digital Data Platform for the Agricultural Sector: A Valuable Decision Support System for Small Farmers

New players are entering the new and important digital data market for agriculture, increasing power asymmetries and reinforcing their competitive advantages. Although the farmer remains at the heart of agricultural data collection, to date, only a few farmers participate in data platforms. Despite this, more and more decision support systems (DSSs) tools are used in agriculture, and digital platforms as data aggregators could be useful technologies for helping farmers make better decisions. However, as these systems develop, the efficiency of these platforms becomes more challenging (sharing, ownership, governance, and transparency). In this paper, we conduct a case study for an accessible and scalable digital data platform that is focused on adding value to smallholders. The case study research is based on meta-governance theory and multidimensional multilayered digital platform architecture, to determine platform governance and a data development model for the Andalusian (Spain) fruit and vegetable sector. With the information obtained from the agents of this sector, a digital platform called farmdata was designed, which connects to several regional and national, and public and private databases, aggregating data and providing tools for decision making. Results from the interviews reflect the farmer's interests in participating in a centralized cloud data platform, preferably one that is managed by a university, but also with attention being paid toward security and transparency, as well as providing added value. As for future directions, we propose further research on how the benefits should be distributed among end users, as well as for the study of a distributed model through blockchain.