Map of Ag: Annual Horizon 2024 Brochure – An Insightful Outlook for the Agrifood Sector

Map of Ag, the agricultural data exchange, proudly announces the release of its much-anticipated
Horizon 2024 brochure, providing a comprehensive outlook for the agrifood sector. This year’s edition
explores the transformative power of data in revolutionising farming and food production,
showcasing real-world examples and insights from industry leaders.

In the foreword penned by Richard Vecqueray, CEO of Map of Ag, he reflects on the significant strides
made over the past 12 months, emphasising a turning point in the integration of data into the core
activities of the food chain, from farm to retailer shelf. Vecqueray notes the increasing importance of
data in sustainable food production and the strides being made at practical levels, from on-farm
efficiency improvements to international marketing strategies.

The Horizon 2024 brochure highlights the practical applications of data, demonstrating that with
better information, informed decisions can be made. Vecqueray acknowledges the challenges within
the industry, particularly the messy and fragmented nature of much of the data, and stresses the
need for scalable data-driven solutions to realize the full potential of food production opportunities
while mitigating risks.

The brochure features compelling articles, such as “Accuracy Essential to Measure Feed Emissions,”
“Driven by Data…and a Great Story,” and “Digital Twin Holds the Key,” providing in-depth explorations
into the ways data is being leveraged across the sector. The Statham family’s cotton farm in Australia
serves as an exemplary case study, showcasing how data is used across all facets of their business to
promote sustainability, technological scalability, and robust, defensible science.

Vecqueray also highlights Map of Ag’s commitment to transparent and respectful data handling, as
evidenced by the adoption of the Farm Data Principles data certification scheme in the UK and the
Australia Farm Data Code. The company encourages others to follow suit, positioning data as a friend
rather than a fear for farmers.

“As evidenced in this year’s Horizon, there is much to gain from independent, credible, and trusted
use of data throughout the supply chain,” Vecqueray affirms. “Farmers need to know there are
benefits from this. What follows in this year’s Horizon should leave no one in any doubt.”

Read the full brochure here.