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

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

Digitalization by size: a clear gap

One of the recurring points was how technological needs vary significantly between small and large businesses. Alberto García Carmona, of the Spanish Wine Federation , explained that smaller wineries face barriers to accessing technological tools and advice, while larger ones have specialized departments leading their digitalization strategies. This imbalance underscores 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 disconnect complicates technological adoption, while large companies prioritize technical training as a strategic pillar.

Interoperability and the importance of benchmarking

Zheni Valerieva Zhivkova Todorova, a representative from Hyperplan , discussed the need to design interoperable systems using APIs that allow for resource optimization and real-time data sharing. While acknowledging that resistance to change remains an obstacle, she emphasized that raising awareness and demonstrating benefits are essential to overcoming it.

The key role of Digital Innovation Hubs

For her part, Victoria Eugenia Sánchez Fuentes, director of the EOI Digital Innovation Hubs Support Program , presented these entities as innovation hubs for SMEs. Their role is not limited to applying existing technologies; they also 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 physicians" to guide the diagnosis and initial decision-making.

Support frameworks: incentives and sustainability

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

Maite Ambrós (MAPA) then raised a crucial point: the sector's tendency to prioritize 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 the central axis

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

Challenges and vision for the future

The closing roundtable highlighted the major challenges ahead. The digital divide, especially among small farms, remains a critical challenge. Furthermore, the need to train technicians and advisors in advanced digital skills, such as cybersecurity, interoperability, and new technological tools, was emphasized.

Finally, participants agreed that the current abundance of funds, such as those from Next Generation, is temporary. This requires designing sustainable strategies to ensure the continuity of the sector's digital transformation.

Conclusion: a sector in transition

The roundtable discussion left one clear conclusion: the digitalization of the agri-food sector requires a comprehensive approach, with accessible technologies, accessible advice, and public policies that provide long-term stability. Collaboration between farmers, advisors, innovation centers, and public administrations will be key to building a competitive, inclusive, and sustainable future for the sector.