Round table at Expo Agritech 2024: Keys to the digital transformation of the agri-food sector

Within the framework of Expo Agritech 2024 , the round table "Advice for the digitalization of the agri-food sector" was held on November 27, where leading experts discussed the challenges, opportunities and support frameworks necessary to accelerate technological adoption in the agri-food sector. The session, moderated by Maite Ambrós Mendioroz, Deputy Director General of Innovation and Digitalization in the General Directorate of Rural Development, Innovation and Agri-Food Training of the MAPA ; made it clear that digital transformation requires a balance between accessible technological solutions, specialized advice and well-oriented public policies.

Digitalization by size: a clear gap

One of the recurring points was how technological needs vary significantly between small and large companies. Alberto García Carmona, from the Spanish Wine Federation , explained that smaller wineries face access barriers to technological tools and advice, while larger ones have specialized departments leading their digitalization strategies. This imbalance underlines the importance of providing scalable and accessible solutions for small businesses.

Manuel Laínez Andrés, from the Cajamar Foundation, addressed another critical problem: the lack of interoperability between digital tools. For small producers, this disconnection complicates technological adoption, while large companies prioritize technical training as a strategic pillar.

Interoperability and the importance of benchmarking

Zheni Valerieva Zhivkova Todorova, representative of Hyperplan , raised the need to design interoperable systems through APIs that allow optimizing resources and sharing data in real time. Although she acknowledged that resistance to change remains an obstacle, she stressed that raising awareness and demonstrating benefits are essential to overcome it.

The key role of Digital Innovation Hubs

For her part, Victoria Eugenia Sánchez Fuentes, director of the EOI Digital Innovation Hubs Support Programme , presented these entities as innovation hubs for SMEs. Their role is not limited to applying existing technologies, but rather they seek to explore new technological applications that solve problems that have not yet been addressed. In her view, DIHs can act as "specialists", but it is necessary to have "primary doctors" who guide the diagnosis and initial decision-making.

Support frameworks: incentives and sustainability

Ricardo Alarcón Roldán, from the Andalusian Ministry of Agriculture , stressed the urgency of adjusting existing aid frameworks to more directly incentivise the adoption of digital tools. Recurring questions among farmers, such as "How much does it cost?" and "Is there any aid?", reflect a reliance on financial incentives and the need for clarity on the options available.

Maite Ambrós (MAPA) then raised a crucial reflection: the sector's tendency to prioritise direct financial support over strategic advice. This preference highlights the importance of strengthening technical support in decision-making for technological investments.

The figure of the advisor: trust as a central axis

Both Manuel Laínez and Alberto García Carmona highlighted the role of the traditional advisor as the bond of trust that must sustain digital transformation. According to Laínez, it is essential that these technicians become ambassadors of new technologies, while García Carmona advocated platforms that provide free training and advice, such as the one developed by the Spanish Wine Federation.

Challenges and vision for the future

The round table concluded by highlighting the major challenges that remain. The digital divide, especially among small farms, remains a critical challenge. In addition, the need to train technicians and advisors in advanced digital skills, such as cybersecurity, interoperability and new technological tools, was underlined.

Finally, participants agreed that the abundance of current funds, such as Next Generation, is temporary. This requires the design of sustainable strategies that ensure continuity in the digital transformation of the sector.

Conclusion: a sector in transition

The round table left one clear conclusion: the digitalisation of the agri-food sector requires a comprehensive approach, where technologies are accessible, advice is close by and public policies provide long-term stability. Collaboration between farmers, advisors, innovation centres and public administrations will be key to building a competitive, inclusive and sustainable future in the sector.