Farm data – what’s the deal? Who’s using it, and can you really trust the folks looking after it? This week on The AG Show, we dive into the topic that’s becoming a big deal for farming.

We’ll take a quick look back at how our red meats stacked up over Christmas, and then look ahead to what’s on the NSA’s Lambing List.

Oh, and guess what? F.I.E.L.D. Agents are back – fighting rural crimes against plain English (because jargon is so last season).

SOME USEFUL BITS

Farm Data Exchange (FDE) | AHDB

Christmas 2025: Lamb wins big, turkey tumbles and convenience is king | AHDB

Lambing List | National Sheep Association

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We've already had an episode. Hannah.

Oh, my God.

We're already halfway into January, and Hannah has already lost the plot. That's where the year's gonna go. Is it, Han?

Yeah, go on. Although I am sticking to one good thing. I've made a new positive change. I'm doing a running challenge. So, Martin, I might be looking for tips.

I. I'm on crutches at the minute, so whatever I say, don't do what I been doing.

What's your challenge, Han?

I am running 31 miles over January, so not in one go, because that is frankly insane. In raising money for motor neurone disease. Mnd.

Oh, amazing.

Yeah. I lost my grandma to it a few years ago, and it's. It's awful. So I saw it come up on social media, and I was like, oh, I'm gonna give that a go.

And it's like, January is the Monday of months, isn't it? And I thought, let's get off on the right foot, quite literally. So, yeah, doing some running, and I'm not a natural runner. It's a challenge for me.

31 miles over a month might not seem like a lot, probably to Martin, but it is. It's challenging me.

It's a fair old way. It's a fair old way. You have to make sure you send around the link so I can sponsor you, Han.

And I'll lend you my crutches for the 1st of February, assuming that I'm better.

Hello, I'm Hannah Clarke.

I'm Charlotte Forkes-Rees.

I'm Tom Spencer, and welcome to The AG Show.

This week, we'll be looking at the world of farm data. How it's collected, how it's used, and how much trust is needed to ensure it benefits farmers.

Being able to communicate where we are with data governance, the principles, the rules that are being followed to farmers, I think is a really important element in building that trust. I don't think anybody has done that particularly well. And HDB included over the last few years, I think we would get much better at that.

I've got the results of how well red meat performed at Christmas, and we'll.

Be hearing about a bit of matchmaking. No, not of the dating apps kind. I'm on about the NSA's lamming list, which pairs farmers with students looking for work experience.

I was quite lucky that I had picked placements where they really wanted to help me learn, and they weren't just there being like, oh, That's a job I don't want to do. She can do that. It was the. Oh, this will be a great learning opportunity. Let's get her involved in this.

A reminder to you, all new episodes of the Ag show drop every Wednesday at midday, available wherever you get your.

Podcasts with audio and video versions for every show. Just subscribe to make sure you don't miss an episode.

And do please get in touch. We'd love to hear from you. Comment on any of our social posts or email agshowdb.orguk. so, firstly, I think it's time to do the news.

Charlotte, what have you got for us this week?

Well, we are well into January, so my news article is kind of going along that January theme of health and being health related, because it is one of those of the biggest trends that's shaping grocery right now, GLP1 medications. So those are the jabs that mimic natural hormones that make you feel fuller and, and they have been making headlines for some time now.

We spoke about them last week. We had it announced last year the NHS were gonna be making it eligible for certain patients.

And if we fast forward to now, we actually see that almost 6% of households have someone or have had someone that has been using these medications. So what's my news article?

Well, the grocer has actually been releasing a number of pieces over the last few weeks and it's just highlighting actually how much the UK supermarkets are really getting GLP1 users. So Morrisons have kicked things off and they are introducing ready meals for jab takers.

We've also got Co Op M and S, Asda and Iceland all piling in on these trends.

So looking at producing lean convenience meals, high protein power pots and expanding weight loss ranges really being Targeted at those GLP1 users, GLP1 shoppers are eating smaller portions, they're snacking less and they are looking for foods which are higher in fiber, protein packed and low in sugar. We know in the US that GLP1 friendly products have been around for quite a while.

So in some ways it's no surprise that we're starting to see similar ranges here as these medications are becoming more accessible.

Interestingly, what's going to be the impact potentially we could be seeing grocery completely reshaped, could be completely changing, you know, overall spend and volumes that people are buying.

So it is something that we are definitely interested in, particularly within my team, the retail and consumer insights team at ahdb, because there could be some real opportunities for red meat and dairy to cater to these trends. So watch this space. Hopefully we'll be looking into this in the next few months and coming out with something around this topic.

I'm looking at springt time and particularly at lambing. Now it's come across my desk about the National Sheep Association's lambing list.

This is a matchmaking service, as you will, of farmers who upload what their farm is and who they who they want in terms of work experience to help lambing and it's where students or anyone that's looking for some experience within the lambing sector can then find that farm and can be matched together.

Really important scheme and we'll leave a link to it in the show notes and actually we'll be catching up to a user of the lambing list when she was just getting starting out in the world of agriculture. So stay tuned for that. Hannah, what have you got for us this week in the news?

So the government is launching two application windows later this year, one opening in June for smaller farmers, which they are yet to define, and new applicants as well. And there'll be another window opening in September for everyone else.

The government say their new SFI scheme will have some changes involved in it aimed at making it simpler, fairer and more predictable for farmers in England. But we await the detail on that with bated breath, I should think.

Funny you should mention that, Hannah, but on the topic of the Oxford Farming Conference last week the HDB was there to talk about farm data.

It was something the Environment Secretary Emma Reynolds touched on when she addressed the conference alongside details of reforms to SFI and ruling out any further increases to the revised farm inheritance tax threshold announced at the end of last year.

But it's the topic of farm data that we're going to focus on because we led a panel session asking why is Everyone so interested in it. Afterwards, our head of media relations, Phil Maden, caught up with Adam Shaw, AHDB's Associate Director for Data programs.

Now, one of the current challenges with farm data is really helping farmers use their data more effectively. And Adam says, there's a whole bunch of work going on in that area.

I'm really passionate about. I suppose two elements within that.

One is the idea of plumbing and permissions, which we talked about in our session earlier today, and the other is that we're using the data to get an equitable position for UK farmers. And that's a particular challenge in its own.

So our proof of concept that we've been running over the last six months, called farm data exchange, is hopefully part of the solution, particularly around the plumbing and the permissioning element of that data sharing.

And it's putting farmers front and centre in control of where their data goes, who's asking for the data, what they can use it for, which I think is a really important element within that.

Trust keeps coming up as a buzzword. What's the approach in terms of trying to develop trust with farmers, but also in terms of the concept, how do you implement that in real life?

There's a few elements, I suppose. So making sure that the farmer is genuinely permissioning is authorising all of those data sharing activities that are going on is critical to it.

There's another ELE which gets a bit, you know, it's a little bit nerdy, but data governance is an important element in the trust.

Data governance turns a lot of people off at the best of times, but just think about it as the common set of rules by which we all agree to abide when it comes to data sharing, data storage, data use, that's.

That's all it is really, in this example, being able to communicate where we are with data governance, the principles, the rules that are being followed to farmers, I think is a really important element in building that trust. I don't think anybody has done that particularly well, and HDB included over the last few years, I think we've got to get much better at that.

But a combination of those things and giving farmers that mechanism to control the data sharing, I think will do a lot.

And data.

I know people say data covers all aspects of an industry and of life, but can you just provide some kind of tangible examples of what we're talking about in terms of data when it comes to farming?

Yeah. So one of the examples that we focus quite hard on in the farm data exchange is the environmental reporting element.

It's not the only example, you know, but it's a really good tangible one.

So there's so much data that has to be put into, let's say a commercial carbon calculator in order to generate a greenhouse gas assessment based on a whole farm, based on an enterprise that is then being requested by a bank, buy a processor, buy a supermarket.

So that's going to be everything from how many cows have you got in that shed over there to how much fuel did you use in your tractor in the last year. It's those elements of data and much more as well. In the proof of concept.

We've focused on three key areas of data because it's a cattle focused proof of concept, cattle population data, which is coming from the BCMS centralized system processor data.

So that's both beef processors and dairy processes providing the information about what's output from a farm, which obviously has an impact on the GHG assessment and the feed data. Because what is going into those animals is another critical factor.

That is not the total data set that we would need to generate a carbon calculation for a farm, but they're three of the critical elements, I would say. So those are some examples of the data that we're working with.

So I suppose in some of these areas, thinking about how much fuel use on the farm, quite a few farmers probably wouldn't ever record it and would just rely on looking at how much fuel they've ordered, for example.

But this is actually getting an accurate understanding of those sorts of bits of information in a different way that then provides you with a much different level of accuracy.

Yes, certainly when it comes to things like the cattle population data, the process data, the feed data. Yeah, a much greater level of accuracy.

The fuel ones are quite a good example to pull on, I suppose because we're not gathering the fuel data in the proof of concept. But you're right, people might not instinctively think that that data exists anywhere really.

It's a matter of going through order records, how much have you had delivered, sort of thing. Maybe your contractor is going to tell you, maybe they're not. You're just going to get the bill.

There's a really good system in Germany called AgriRouter which uses the tractor and machinery telemetry and it pulls out that sort of data and that's free for farmers to use and they could extract the fuel usage information from their tractor and transfer it to their farm management software. So even something as sort of hard to get hold of as fuel data, it does exist. We can get that from machinery. These days.

And you mentioned Germany there. You've been doing a lot of research, going and seeing how other systems work.

We've looked globally at other examples of this sort of solution and we really focused at European examples, partly because farming across Europe is quite similar and quite, quite transferable, particularly northern Europe. There's so many really good examples across Europe.

They are, for the most part European territories about a decade ahead of the UK in this data sharing space. Now, we could see that as incredibly alarming, but I think it's slightly comforting from an IT delivery point of view.

They've taken all of the risks and they found out what worked, so we should be learning the lessons from that. One of the things that I find particularly heartening is, is that they have all come across the trust barrier.

They have all had to come up with a very similar governance model, I suppose, to overcome that trust issue.

What we can say with some confidence is looking across Europe at the systems that work really well, that are really well scaled, not a single one of them is a private limited company. It's always a cooperative, a not for profit, out of reach of government, or it's a levy body like ourselves.

So that's really given us some confidence that AHDB could, could have an important part to play in this problem.

Yeah. So that was Adam Short speaking to Phil Maden at the Oxford Farming Conference.

And just to note that there should be more news about the farm data exchange in the spring. But now a quick break.

Welcome back to the Ag Show.

You've just heard a bit on the Oxford farming computer and all that there is to know about farm data and we will touch back on that later in the show. But first, Charlotte, you've got some interesting news.

Some results from what the UK has been consuming over Christmas, particularly when it comes to red meat. Now, can you tell us who are the winners and losers?

I think the biggest winner personally was my taste buds. The biggest loser was my waistline because I definitely enjoyed this Christmas period. So I need to be running with Hannah now I.

For the rest of this month.

Yeah, join.

But I think what was really important this Christmas, particularly when it came to red meat, is actually demand was really strong. So key headlines. Drumroll, please. Someone would be. Lamb really did steal that show.

Turkey perhaps was less of a favourite and convenience was definitely crowned as king. So if we start with numbers, if we think about total grocery, because I think that's always a great way of putting things into context.

We saw that volumes in the total grocery market.

So whether that is you can going out and buying some coffee, some chocolates, some meat, overall was up by just over a percent and meat, fish and poultry was there about in line with it. So just really showing that demand was strong. The real festive hero was coming out to be lamb, though, so it was that runaway success.

So we saw that particularly leg roasting joints were clear favorite. So it saw almost an additional 300,000 shoppers in that two week period leading up to Christmas.

Huge volumes selling through there and just showing that actually there was a lot of promotions and that certainly helped with some of that demand. But lamb wasn't the cheapest of protein still. I think it came second on an average price per kilo after beef.

And so that's just really showing that actually people weren't looking to cut back this Christmas. They weren't necessarily looking for making those savings. It was all about taste, tradition and getting a little bit of what they fancy, really.

We also had pygmy and particularly gammon being a very reliable favourite this Christmas. We'd predicted it and it did come through that actually volumes were up and they were up by over 8%.

I definitely helped on that front. Yeah.

Were you going for the honey roast hams, were you?

Oh, yeah, always at Christmas time. It's. It's just the fact you can quickly make a sandwich as well when you're sort of in that sort of rush of Christmas. Oh, ham sandwich. Yep. In, out.

Ah, it's not Christmas without it, Charlotte.

I know and I would say, I think actually that is the best thing about a bit of gammon, isn't it? Is. It's delicious hot, but it's just as nice cold. We also saw for the protein that shoulder roasting joints were really good.

They were a surprise star actually. And they saw volumes up a staggering amount. So more than 40% year on year.

So they are a little bit less for perhaps classic thought that you'd be going for at Christmas, but they did have some nice strong promotions on them too. And what do you think about pigs in blankets? Do you think they're a winner again this year?

Well, but they're always so in demand that it's almost hard to compete with themselves, perhaps.

Yeah, well, they actually added an additional 315,000 kilos worth of volume into festive baskets, so they were up by nearly 13% this year. Wow. The year of the pig in blanket. Maybe for this Christmas.

We'd also had a little bit of chat, hadn't we, in some of my predictions about beef and where we saw that maybe going this Christmas. And actually overall, in some ways beef did really well in other ways, not quite in the areas where we were expecting.

Overall, we saw that demand for beef was slightly down, but we actually saw that your premium roasts and added value products, particularly things like sous vides, were in volume growth. So beef roasting joints saw a really strong Christmas this year.

And it just showed that actually, even though, you know, it was one of the more expensive proteins, people were prepared to pay it and particularly when it came to that convenience product.

So a convenience product is significantly more expensive than getting the standard primary and perhaps making it yourself, the demand coming through there. So shoppers were valuing their time this Christmas, even if it meant that out of pocket they were a little bit more challenged, perhaps.

And we can't talk about Christmas without talking about turkey. Now I've kind of alluded to it that perhaps it didn't have the best of years.

So over overall, when we think about Christmas and you know, putting that whole bird in the oven, it was those whole birds that were struggling and dampening on that demand because ready to cook products actually really bucked that trend. And that convenience coming through was what was driving within that cut. So for those ready to cook birds, they were up by almost 20%.

Once again, that convenience, that time aspect really coming through for consumers.

So making sure that you're doubling down on those targeted and specific promotions in a strategic way is going to be really important. I think next it's going to be about people are really valuing their time and I don't think that's going to sort of dissipate anytime soon.

So really double down on having those easy, festive solutions. We want to spend less time in the kitchen, we want to spend more time eating and celebrating, or at least Charlotte does.

So ready to cook, any added value options, that's definitely going to be the way to go. And then I think thirdly, it's catering for those price points.

So we saw, particularly when it came to those roasting joints, all of the proteins doing pretty well. And that was because someone could get something that was going to be exceptional, tasty, exactly what they wanted within what they could afford.

Making sure that you are catering perhaps if someone does want to go out there and splash and get this real showstopper of, of a protein. But equally those that are perhaps a little bit more strapped for cash.

So making sure that you've got all those options there is going to be really important to catering for demands for next year.

My mouth is salivating. Charlotte, I hope you're aware. Oh, all those pigs and blankets, I'm genuinely shocked by that.

That is because I always think year on year they, you know, it's all right sort of the pigs in blankets are one of the big winners and that I feel like they're so popular. But to gain 13% was it on last year, that's monumental, I think.

Yeah, it's crazy, isn't it?

And then I think what's also impressive within that we saw that it wasn't just then that the people that might have been making their pigs in blankets themselves were turning to them the pre made versions. Because actually bacon did well.

And obviously I can't say that all bacon sales are going into pigs and blankets, but sausages did too because I know I like a bacon sandwich when you're having a lazy long weekend, you know, and actually to me that's what Christmas is. It's a massively long weekend this year, wasn't it? The most holidays are.

The fact that, you know, even the constituents of making your own pigs and blankets did well and your pre made ones doing well just shows that actually there was really strong demand.

And on that note, I think we'll have a quick break.

Welcome back to the Ag Show. If you have any questions about anything we've talked about today, please do get in touch.

That's agshowhdb.org now we're going to be visiting a bit more on our data side of things a bit later on. But first I mentioned in the news section about the NSA's lambing list and joining us today is AHDB's very own Hannah McLaughlin.

You've been involved in that lambing list before, haven't you?

Yes, I used it a few years ago to try and find a lambing placement.

What sort of led you down the decision of okay, it's time I want to go get myself involved on farm and do some lambing.

It originally started when I was at college and we had to complete 100 hours work on a farm and I completed my hundred hours and then got the bug and Never wanted to leave and ended up doing three lambing seasons at the same farm. He just couldn't get rid of me. I was always there, any spare time I had.

And then after that, I decided that I was gonna go to a different farm, experience a different way of doing things. So I use the lambing list.

Hannah, as someone that's never done it, I've never been lambing, actually, and I've never used the register. How does it work?

So it's an interactive map, so it would show the whole of the UK and you have the ability to click on different regions and then it will show you all the different adverts there is for the region that you're interested in.

So it's like a matchmaking site?

Yeah. I think of it a little bit like online dating for finding a lamming someone to come and help you with lamming.

What are things to look out for if you're doing this for the first time? As being. Oh, that's a really good advantage of this farm.

For example, the way that they view having a student on the farm, because I was quite lucky that I had picked placements where they really wanted to help me learn, which I loved. And they weren't just there being like, oh, that's a job I don't want to do. Well, she can do that.

It was the, oh, this will be a great learning opportunity. Let's get her involved in this. Or when they're doing certain things, they explain what they're doing, which really helped me learn.

And then on that, I think what. What people might be wanting to ask is sort of what. What even led you into the farming sector at all?

I think there'll be people listening now who might be those people. They might be. They might know people who are thinking about getting into farming. But what. What led you down that. That route? And possibly why.

Why the sheep sector to begin with.

Farming was just always something that I wanted to do. I thought it was really cool. And I was doing A levels and I was really unhappy.

Someone mentioned to me about our local agricultural college and I just didn't think it was possible. And one day I was like, right, I'm gonna do it, gonna take the big jump. And it worked.

And then while I was there, obviously a lot of people are farmers, sons and daughters, and I didn't wanna be the one that knew the least. So I made it my goal to go and work on as many different farms as possible so that I could join in with the conversations and have.

Thank you so much, Hannah. That has definitely taken me back to my brief experience whilst I was lambing.

My uncle is a is a sheep farmer and I've when I was in my teenage years I was caught helping out every now and again. But if you are someone who wants to find a lambing placement, it might be that it's just for two weeks here or a week there.

Do check out the NSA's lambing list if you use the search engine of your choice NSA lambing list or on the NSA website under their NSA Next Generation sect. Thank you.

Hannah Martin, have you got your finger ready on the jingle? Because I think we're at the point in the show where it's time for field agents.

It is indeed. Here comes the music farming industry explained language decoded.

Yes, this little segment here to clear up any confusion with regards some of the terms and acronyms banded around by far farmers and those in the supply chain. Something I heard the other day. Haven't got a clue. Agent Tom, I'm looking at you to explain asymmetric information.

So put simply, it's when one side of the market has better or earlier information than the other and that shapes prices and decisions. In agriculture, this shows up all the time.

A processor might see retail data softening wheat ahead while a farmer is still making selling decisions based on last week's prices. Or buyers may know the amount they want to kill is tightening before that pressure actually feeds into the market.

So when information isn't shared evenly, decisions can get distorted.

This is where hopefully organizations like the AHDB can really play a big part by collecting levy funding data, publishing price reporting, production figures, independent market analysis. HDB is there to help reduce that information gap. It doesn't remove asymmetric information entirely, nothing can.

But it helps level that playing field. So decisions are based on evidence rather than a rumour. And that's why the more transparent the market, the better it works for everyone involved.

Thank you for clearing that up. And so quickly I think we can slip in a second term. And that is P45.

Which I think is on your mind at the moment.

Yes, it is, Martin. I. I am very sadly, I am leaving the HDB and I'm leaving the Ag Show.

It has been a roller coaster of a time, both on Agronomics, the preview, the predecessor to this podcast, but also the Ag Show. I've learned so much stuff.

I had no idea about both Charlotte, Hannah and indeed Martin, but also just being able to sort of riff and talk about the stuff that we're really interested in getting feedback from you Guys has been awesome. But yeah, this is my penultimate podcast, so you will hear from me next week, so don't get too hasty. But yes, a sad time for sure.

Well, you will certainly be be missed. But as they say, the show does go on, so the Ag show is here to stay. Thank you very much for clearing up. Certainly asymmetric information.

If people have other terms that they want the field agents to crack, then AgShowDB.org UK is the email address.

Oh, I told you to go, Tom. I'm going to dust off the handcuffs and chain you in for the next recording so you can't actually leave.

Tom, I'm gutted you're leaving. Who are we gonna find to replace your enormous sized head with all that information?

I can't believe you brought that one up. Goodness.

No. We'll definitely miss you. Maybe we should host some auditions or something to find a replacement.

But after that devastating news, we are gonna go back to the Oxford Farming Conference to talk about farm data again.

Dr. Louise Manning, who wrote the official OFC report, UK farming grasping the Opportunities, told our reporter Phil that she'd spoken a lot about data.

Data is really, really important, both for individual businesses to know where they are, what their profitability is, what their performance is, what they could do better. But also farmers are being required to share that data more and more.

And one of the key aspects of the conversations I had in preparing the report was that there is much duplication on the number of times farmers are being asked to provide the same data, whole range of different people.

So for you, what is a solution to that?

The solution for that, and we've been in the meeting this morning, is to think about a fair way in which the. And responsible way in which the farmers can input the data once and it can then be shared with the partners they would like it to be shared with.

But the farmer still gives permission to do that so that farmers have greater confidence that their data will only be shared with the people that require it in their supply chains or their bank and it will not be shared with others. The really important part for farmers is on many farms there's very limited labour.

They have not got the time to spend uploading and sharing data with a whole range of, of different people. So this kind of solution would allow them to provide the data that their customers and others need, but limit the amount of time that they have to.

Give to that dairy farmer. And a friend of the show, Sophie Gregory, was part of our panel discussion. She accepts data is something that's important to her business.

So naturally I'd say that I'm not a data person or techy person, but actually probably I'm using it for every decision on farm.

So, like everything from when my milk gets collected to the results on that through to breeding decisions, we're using software to tell when a cow is on heat, grass measuring, silage analysis, all of those things drive decisions on farm. And actually I naively always think that's not data, but actually it's core data that we're using and my team, I'm using it to run my team as well.

They can see that data and then make decisions themselves. So it empowers them.

This is a subject that's been coming up over the last couple of days. I've heard in the past. Oh yeah, it's a really important subject, but it's a bit dry.

How do we get farmers thinking more about using data better on their farms?

Because I understand in dairy there's already quite a lot of demand coming from processes in terms of the data that you give to them, but there's other parts of the industry that maybe don't have the same infrastructure in place.

Yeah, I think it's a really interesting subject because actually data is pretty dry like you say. And I don't think many farmers realize that they're actually using data day to day. And that's the big thing. It's like changing that communication.

Maybe it needs a new word. I think the biggest thing is that farmers see it as another use of their time, which they don't have much time.

As a dairy farmer, it's a pretty flat out job.

So it's making it easier to collect, but also removing that duplication because often you're collecting data and then having to put it into numerous different things, which takes your time.

Right.

Whereas if it had one centralized place then that could be used by other people to access rather than me having to send it there, there, there.

Sophie also spoke about the need to find a system that all farmers could trust who was able to access their data.

I've never known a system without data, if that makes sense. So for me it's like part of the job. But actually for those who grew up with it not being.

It is a thing, you know, trust, you know, do you really want people knowing, you know, ins and outs of your farm? But actually I think changing the narrative and them understanding what it's used for is really important.

So actually the importance and then actually what impact it's making on the industry is the important thing.

So making People understand where it's going, what it's being used for, because I think a lot of it is around actually just not knowing where it's going.

Also taking part in the discussion was Joe Proshow from asda, who agreed that from a food service perspective, farm data was critical.

There's a lot of opportunity and a lot of challenges that need to be worked through.

On one hand, we've got the challenges around sharing data through the supply chain, but we've also got the challenge within the retail world of actually understanding the total impact of food production. Systems and data is really critical to that.

So on one hand we've got a really strong view, clear view around the emissions associated with food production, with agriculture.

But I think on the other hand, there's a really important role in getting data to flow through both public and private sector around issues and challenges like sustainable land management, so that we can understand the total system impact of agriculture and actually not just the impact the system has from an emissions perspective, but that total balance of emissions within the food system, within agriculture, the positive impact and role that land management practices can play, and the positive impact that farming can play in delivering improvements and environmental performance and impact.

Because from there we can actually set ourselves up with strategy to manage and improve things like the efficiency to reduce emissions, but also also to deliver the environmental benefits that are needed.

How do we as an industry, ensure that farmers can feel that their data is being used in a way that they can trust those that are accessing it?

Part of this is conversation with the farming community and helping them understand how their data's been seen and been managed within a supply chain. So I think we've got to break down some of the barriers of understanding there.

I think one of the things I'd say is as a retailer, you generally don't see any information farm data, unless I'm on your farm having a conversation with you as a farmer.

Then we might be having a chat about it and see some of it, but generally data is highly aggregated when we're getting it through, because we're trying to translate what is lots of farmers individual performance through a processor into a view around the production of things like beef or dairy products, then translating that into the way that we view the total impact of the food products we're ultimately buying and selling.

Finally, back to Dr. Manning, who says it's important that farming acts now in making better use of data.

The end of support in England, as we see that farmers need much better market data, much better information on their performance.

Both from year to year or in each enterprise cycle, but also within the enterprise cycle, so that they have opportunity to make changes to improve either livestock performance or their profitability data becomes really important.

So to give you an example, if the farmers know what their gross margin is likely to be on an ongoing basis, they can then decide when they're faced with potentially having to apply another spray or another crop protection product, whether that is actually viable in terms of the economics. So they can make much better decisions.

So I think that's all we've got time for.

And Hannah, you're not joining us next week for what we're be the final time I appear as co host of the Ag show, which, yeah, I hadn't quite realized until we got to this point that was the case.

I know. We'll have to say our goodbyes now.

This is where you need to insert a wonderful eulogy.

I think Charlotte's so upset.

She's.

She's already. She's already disappeared.

No.

What should I say? What should I say?

And on that note, it is all we've got time for from the Ag show because Hannah's just speechless.

If you want to get in touch, Please contact us agshowhdb.org UK and as always, episodes will be available at midday on the dot every single Wednesday. And it's bye from me this week.

And it's by from me.

And Charlotte is saying goodbye, but again, stunned into silence.Bye