Leaders across UK food and finance are calling for cross-sector collaboration on farm data collection, seeing it as vital to building a resilient and environmentally sustainable farming system.

At a Map of Ag roundtable in London earlier this month, panellists — including NFU President Tom Bradshaw, Sophie Throup of Myton Food Group, Kate Hosking of Barclays UK, and Arla Board Director and Arla UK Area Chair Arthur Fearnall — agreed high-quality, consistent, and trusted data is the foundation for both resilience and environmental progress.

They identified three core principles to guide this work:

1. Collaboration — breaking down silos across sectors, from farmers and supply chains to government and finance.
2. Shared metrics — agreeing on what to measure and how, so progress is consistent and credible.
3. Farmer leadership — giving farmers a seat at the table to define and deliver the sustainability agenda.

However, panellists highlighted a gap in understanding what “good quality” data really means and how it should be used.

“We need to agree on a set of common metrics and act on them,” said Sophie Throup. “We’ve done a lot of measuring, but the real benefit comes when we use that data to inform on-farm decisions and actions.”

Ms Throup added that it’s vital to make better use of the data already available on farms, with technology such as AI helping to simplify processes, support emissions reduction, and reduce the hassle factor for farmers.

She also emphasised the need for a trusted, central and independent place to govern farm data — something that would help build confidence and encourage wider data sharing across the industry.

Tom Bradshaw added: “Data on its own is valueless unless it’s brought together, analysed collectively, and used to inform change. Farmers need to know there is a purpose — and a reward — for contributing their information.”

Panellists agreed that consistent data collection on productivity and sustainability is vital if the food system is to progress but warned against duplication and the burden of reporting to multiple assurance schemes.

“Ultimately, farmers need to input data once and have it flow to where it needs to go,” said Arthur Fearnall. “We can’t afford to spend our time duplicating work — we need consistency and common metrics.”

He highlighted the success of the Dairy Roadmap in driving environmental progress across the sector, adding: “The more resilient and efficient we are as farmers, the more secure our businesses will be in the face of change.”

The financial sector also has a critical role to play. Kate Hosking, from Barclays UK, said data and metrics are increasingly important in unlocking finance for farm businesses.

“Finance will be key in supporting farmers to transition to more sustainable practices,” she said. “To do that fairly, we need clear, consistent metrics that give confidence to lenders and ensure farmers are rewarded for the improvements they are making.”

Ms Throup added: “Everyone wants simple answers to a complicated problem. But what we really need is collaboration and a systems-based approach to tackle the challenges we face — and to do so without operating in silos.”

It was agreed that farmers should be central to discussions about emissions data collection, and that they shouldn’t be dictated to on which standards to follow. Instead, they should have the opportunity to set their own standards and drive their own agenda.

Duncan Rawson, partner at the European Food and Farming Partnerships (EFFP) and a former farmer, said: “Farmers should come together to set their own standards and metrics — creating their own marketing opportunities and shaping the future of the industry. This is about giving farmers control over their own destiny.”

The panel also underlined the urgency of driving change. “It’s not about debating which methodology is perfect,” said Ms Hosking. “It’s about agreeing on what matters, acting on it, and building trust in the process. That’s how we deliver change at pace.”

Ms Throup added: “The path to a resilient future for farming lies in shared purpose. By breaking down silos, agreeing common metrics, and putting farmers in the driving seat, we can build a farming system that delivers productivity, profitability, and environmental stewardship.”

About Map of Ag

Map of Ag runs an industry leading data platform that connects farm and agrifood sector data using a highly trusted permissioning and data management engine. This puts farm users in complete control of their data.