This paper explores how consumers’ ethical food consumption practices, mediated by mobile phone applications (apps), are transformed into digital data. Based on a review of studies on the digitalization of ethical consumption practices and food apps, we find that previous research, while valuable, fails to acknowledge and critically examine the digital labor required to perform digitalized ethical food consumption. In this paper, we call for research on how digital labor underlies the digitalization of ethical food consumption and develop a conceptual (...) framework that supports this research agenda. Our proposed conceptual framework builds on three interconnected analytical concepts—datafication, affordances and digital labor—that enable the study of digital labor as an infrastructural element of digitalized food consumption. We illustrate our conceptual framework through our previous research concerning Buycott, a US-based mobile app whose stated aim is to facilitate consumers’ ethical purchasing decisions. Using the walkthrough method, we consider how the Buycott app engages user-generated data and what implications this holds for consumers. The app’s infrastructure, we suggest, connects ethical consumption and digital labor. A richer understanding of the digital food economy, we propose, enables social scientists not only to elucidate how consumers engage in digital labor, but also to contribute to the development of new data governance structures in the digital food economy. We therefore call for social scientists interested in food, consumption and the digital economy to contribute to a new research agenda for studying everyday food digitalization by empirically examining how ethical consumption apps implicate ethical consumers’ work. (shrink)

Artificial intelligence and robotics have increasingly been adopted in agri-food systems—from milking robots to self-driving tractors. New projects extend these technologies in an effort to automate skilled work that has previously been considered dependent on human expertise due to its complexity. In this paper, we draw on qualitative research carried out with farm managers on apple orchards and winegrape vineyards in Aotearoa New Zealand. We investigate how agricultural managers’ perceptions of future agricultural automation relates to their approach to expertise, or (...) the degree to which they think specialised skills and knowledge are required to perform agricultural work on their orchards and vineyards. Our research generates two insights: the perceived potential for work to be automated is related to the degree to which it is seen to require technical or embodied expertise, with technical expertise being more automatable; and, while embodied expertise is perceived to be more difficult to automate, it is sometimes attributed more exclusively to those in positions of power, such that embodied expertise can be highly valued while the majority of embodied work is viewed as non-expert and thus automatable. Our analysis illustrates that a robot can be an expert when expertise is technical. It also shows variability in the conceptualization of skilled or unskilled work, and that those conceptualizations can set the stage for the future effects of new technologies. This generates new insights into the conditions under which automation might reproduce existing inequalities in agriculture, and also raises new questions about responsibility in the context of automation. (shrink)

Ethical concerns regarding agricultural practices can be found to co-evolve with technological developments. This paper aims to create an understanding of ethics that is helpful in debating technological innovation by studying such a co-evolution process in detail: the development and adoption of the milking robot. Over the last decade an increasing number of milking robots, or automatic milking systems (AMS), has been adopted, especially in the Netherlands and a few other Western European countries. The appraisal of this new technology in (...) ethical terms has appeared to be a complicated matter. Compared to using a conventional milking parlor, the use of an AMS entails in several respects a different practice of dairy farming, the ethical implications and evaluation of which are not self-evident but are themselves part of a dynamic process. It has become clear that with its use, the entire practice of dairy farming has been reorganized around this new device. With a robot, cows must voluntarily present themselves to be milked, whereby an ethical norm of (individual) freedom for cows can be seen to emerge together with this new technology. But adopting a robot also implies changes in what is considered to be a good farmer and an appropriate relation between farmer and cow. Through interviews, attending “farmers’ network” meetings in the Netherlands, and studying professional literature and dedicated dairy farming web forums, this paper traces the way that ethical concerns are a dynamic part of this process of rearranging a variety of elements of the practice of dairy farming. (shrink)

Adoption of technology in agriculture can significantly reorganize production and relationships amongst humans, animals, technology, and the natural environment. However, the adoption of agricultural technology is not homogenous, and diversity in integration leads to a diversity of outcomes and impacts. In this study, we examine the adoption of automated milking systems in small and midsize dairy farms in the US Midwest, the Netherlands, and Denmark. In contrast to technological determinism, we find significant variation amongst adopters in the implementation of AMS (...) and corresponding variation in outcomes. Adopters have significant discretion in determining the use of AMS, which leads to a diversity of possible outcomes for family and non-family labor, human–cow relationships, animal welfare, the environment, and financial resiliency. Adoption and implementation are shaped by both structural factors, such as debt load and labor market variation, and by farmers’ individual personality traits and values, such as a willingness to release control to technology. Rather than uniform adoption and impacts of technology, we highlight the importance of context, the co-constitution of technology and users, and the diversity of technology adoption and its associated impacts. (shrink)

Data is essential to governing those emerging matters of concern that confront the agrifood every day. But data is no neutral intermediary. It disrupts, exposes, and creates new social, economic, political, and environmental possibilities, whilst simultaneously hiding, excluding, and foreclosing others. Scholars have become attuned to both the constitutive role of data in creating everyday worlds, and the need to develop critical accounts of the materialities, spatialities and multiplicities of data relationships. Whereas this emerging work develops insight to the capacity (...) for data topologies to reterritorialise the spatial performances of everyday life, it has largely reduced the associated temporal dimensions to matters of fact. The effect of these performances has been to naturalize the temporal quality of speed and elide the multiple temporalities required to enact contemporary data worlds. Applying the lenses of infrastructuring, performativity and ferality, this paper explores temporality and data in the everyday worlds produced through the New Zealand kiwifruit industry’s focus on dry matter. The paper argues that temporalities are deeply embedded in the kiwifruit industry’s data relations. We show that while temporal data relations are critical to the industry, we also highlight ways in which those relations introduce new, potentially destabilizing performances into kiwifruit relations. (shrink)

Digital technologies have opened up new perspectives in thinking about the future of food and farming. Not only do these new technologies promise to revolutionise our way of meeting global food demand, they do so by boldly claiming that they can reduce their environmental impacts. However, they also have the potential to transform the organisation of agri-food systems more fundamentally. Drawing on assemblage theory, we propose a conceptual model of digitalisation organised around three facets: digitalisation as a project; “everyday digitalisation”; (...) and reflexive digitalisation. These facets reflect different relations between concrete practices and representations, imaginaries, and narratives, while representing different modes of agency: the collective, the distributed, and the individual, which, we argue, highlight contrasting ways for human and non-human actors to engage with digitalisation. With this model anchored in assemblage theory, we offer a tool for critically and comprehensively engaging with the complexity and multiplicity of digitalisation as a sociotechnical process. We then apply our theoretical framework to two ethnographic studies, one explores the growth of digital technologies in Switzerland as a way to govern and monitor national agriculture, the other focuses on Indonesia, where small digital startups have begun to dot the landscape. By identifying the material and semiotic processes occurring in each case, we notice similar issues being raised in terms of how digitalisation is co-constructed in society. (shrink)

Prevalent narratives of agricultural innovation predict that we are once again on the cusp of a global agricultural revolution. According to these narratives, this so-called fourth agricultural revolution, or agriculture 4.0, is set to transform current agricultural practices around the world at a quick pace, making use of new sophisticated precision technologies. Often used as a rhetorical device, this narrative has a material effect on the trajectories of an inherently political and normative agricultural transition; with funding, other policy instruments, and (...) research attention focusing on the design and development of new precision technologies. A growing critical social science literature interrogates the promises of revolution. Engagement with new technology is likely to be uneven, with benefits potentially favouring the already powerful and the costs falling hardest on the least powerful. If grand narratives of change remain unchallenged, we risk pursuing innovation trajectories that are exclusionary, failing to achieve responsible innovation. This study utilises a range of methodologies to explore everyday encounters between farmers and technology, with the aim of inspiring further work to compile the microhistories that can help to challenge robust grand narratives of change. We explore how farmers are engaging with technology in practice and show how these interactions problematise a simple, linear notion of innovation adoption and use. In doing so, we reflect upon the contribution that the study of everyday encounters can make in setting more inclusionary, responsible pathways towards sustainable agriculture. (shrink)

Over the past decade, investments in agricultural and food technology startups have grown to previously unknown dimensions. Mushrooming agri-food tech startups that promise to solve critical issues in the agri-food system through technological innovation are increasingly perceived as an attractive new investment opportunity for venture capitalists and investors. This paper investigates how digital agri-food technologies are narrated, constructed, and promoted for financial investment. Through qualitative content analysis of agri-food tech industry reports, articles, and commentaries we trace the logic, rationales, and (...) narratives of this most recent investment rush, and reveal its immanent techno-finance fixes. We conceptualize the agri-food imaginaries produced within the agri-food tech discourse as financialized imaginaries, and argue that they are specifically tailored to construct, incentivize, and legitimize this new agri-food tech space for financial investment. In their attempt to raise money from investors, venture capital firms further fuel this development by discursively creating an ‘agri-food tech investment rush’—similar to the land and gold rushes of the past. Investments in agri-food tech startups, however, are presented to investors as both a profitable investment opportunity as well as a moral obligation, allowing for food production to cope with neo-malthusian and environmental threats. This paper contributes to our understanding of digitization as a socio-technical project, which includes the active envisioning and promotion of desirable agri-food futures. (shrink)

Farming is undergoing a digital revolution. Our existing review of current Big Data applications in the agri-food sector has revealed several collection and analytics tools that may have implications for relationships of power between players in the food system. For example, Who retains ownership of the data generated by applications like Monsanto Corproation's Weed I.D. “app”? Are there privacy implications with the data gathered by John Deere's precision agricultural equipment? Systematically tracing the digital revolution in agriculture, and charting the affordances (...) as well as the limitations of Big Data applied to food and agriculture, should be a broad research goal for Big Data scholarship. Such a goal brings data scholarship into conversation with food studies and it allows for a focus on the material consequences of big data in society. (shrink)

This paper explores the complex relationship between intellectual property (IP) and the transdisciplinary collaborative design (co-design) of new digital technologies for agriculture (AgTech). More specifically, it explores how prioritizing the capturing of IP as a central researcher responsibility can cause disruptions to research relationships and project outcomes. We argue that boundary-making processes associated with IP create a particular context through which responsibility can, and must, be located and cultivated by researchers working within transdisciplinary collaborations. We draw from interview data and (...) situated IP practices from a transdisciplinary co-design project in Aotearoa New Zealand to illustrate how IP is a fluid boundary-requiring-and-producing object that impels researchers into its management, and produces tensions that need to be noticed and skillfully navigated within research relations. We propose located response-ability as a conceptual tool and practice to reposition IP within the relations that make up a transdisciplinary co-design project, as opposed to prioritizing IP by default without recognizing its possible impacts on collaborative relations and other project aims and accountabilities. This can support researchers practicing responsible innovation in making everyday decisions on how to protect potential IP without disrupting the collaborative relations that make the creation of potential IP possible, and the existence of protected IP relevant and beneficial to project collaborators and wider societal actors. This may help to ensure that societal benefits can be generated, and positive science–society relationships prioritized and preserved, in the design of new AgTech. (shrink)