On 17–18 March 2026, Dr Melissa van der Merwe from the Department of Agricultural Economics at Stellenbosch University chaired the Agridata Fresh Produce Data & Market Forecasting Summit held in Sandton, Johannesburg. The summit brought together a diverse group of stakeholders from across the agricultural value chain, including producers, agribusiness leaders, data scientists, policymakers, and researchers, to engage on the growing role of data in shaping the future of agriculture.

Over the course of the two-day programme, discussions highlighted the extent to which agriculture is undergoing a structural transformation. While the sector has always relied on information to guide decision-making, the scale, speed, and sophistication of data now available are fundamentally changing how decisions are made. From precision agriculture and satellite-based monitoring to market intelligence platforms and predictive analytics, data is increasingly recognised as a strategic asset within agricultural systems.

A key theme that emerged was the distinction between data availability and data usability. Several contributions emphasised that the value of data lies not in its volume, but in its application — particularly in improving farm-level decision-making, enhancing supply chain coordination, and strengthening resilience in the face of climate variability and market uncertainty. Questions about data ownership, access, and inclusivity also featured prominently, particularly in ensuring that the benefits of digital transformation extend to both commercial and smaller-scale producers.

For South Africa, these discussions are particularly pertinent. As a globally competitive agricultural sector facing increasing environmental and market pressures, the effective use of data will be central to maintaining and enhancing competitiveness.

In her closing remarks, Dr van der Merwe emphasised the importance of moving from dialogue to action, stating: “The discussions allowed for fertile soils, and it is now the responsibility of everyone in the room to ensure that we collaborate and grow together. We need to develop data cultures within our organisations so that our data enables us to be proactive in our decision-making, rather than reactive.”

The summit ultimately underscored that the agricultural data revolution is not only about technological advancement, but also about how the sector adapts, collaborates, and builds the institutional capacity required to effectively leverage data in an increasingly complex environment.