The CODECS project has released a policy brief on “Analysing farmers’ motivations regarding digitalisation“. This brief is a cornerstone of the project’s mission to improve the collective capacity to understand and foresee the full range of costs and benefits associated with farm digitalisation.
This brief, authored by experts from the Hellenic Agricultural Organisation ELGO-DIMITRA and the University of Pisa, provides a roadmap for making digitalisation economically viable, socially acceptable, and environmentally effective.
Evidence from across Europe
The findings are grounded in qualitative research involving 18 focus groups held in CODECS Living Labs across ten European countries. These sessions gathered insights from farmers, advisors, researchers, and technology providers to understand why adoption remains uneven across the continent.
The dual face of digitalisation: benefits vs risks
The research highlights that farmers are motivated by the clear potential for improved efficiency, better decision-making, and time savings through automation. Digital tools are also seen as a way to enhance the image of farming, making it more attractive to women and younger generations, while supporting environmental goals like reduced input use.
However, significant barriers persist, particularly for small and medium-sized farms. Key challenges identified include:
- Economic pressure: high initial investment and ongoing maintenance costs.
- Skills gap: lack of tailored training opportunities, especially for older farmers.
- Structural barriers: inadequate broadband and mobile coverage in rural areas.
- Trust and data issues: persistent distrust of technology providers and uncertainty regarding the ownership and control of farm-generated data.
Strategic recommendations for policymakers
To ensure a farmer-centred digital transition, the brief outlines several priority actions:
- Enhance advisory services: Expand digital farm advisory services that integrate technical, agronomic, and business support.
- Infrastructure investment: Accelerate the rollout of rural broadband to support real-time data applications.
- Financial support: Provide targeted subsidies or low-interest loans to help smaller farms manage investment risks.
- Transparent governance: Establish clear rules that guarantee farmers maintain control over their data.
- Inclusive innovation: Support “Living Labs” where farmers can co-design technologies to ensure they meet real-world needs.
A vision for sustainable change
The brief concludes that a farmer’s willingness to adopt new tools depends on more than just technical performance; it requires a supportive institutional environment built on trust and fairness. Without addressing these structural inequalities, digitalisation risks benefiting only the largest players while leaving others behind.
To read the full findings and recommendations, download the policy brief from the CODECS website at https://www.horizoncodecs.eu/policybriefs/.
