Cultivating Tomorrow: AgriTech, Heritage and Europe's Food Future
A Conversation Between John S. Wilson, Skytop Managing Partner and Raffaele Giaffreda--Chief Innovation Scientist at Fondazione Bruno Kessler (FBK) and European Project Coordinator for AgrifoodTEF / September 20, 2025
In this insightful conversation with John Wilson, Partner of Skytop Media Group, Raffaele Giaffreda--Chief Innovation Scientist at Fondazione Bruno Kessler (FBK) and European Project Coordinator for AgrifoodTEF--explores the evolving landscape of AgriTech in Europe. From data sovereignty to the challenges facing smallholder farms and generational shifts, Giaffreda shares how technology can empower farmers, preserve heritage and shape global standards. His perspective bridges innovation and legacy values while offering a compelling vision for the future of sustainable food systems.
John Wilson: Raffaele, what draws you to AgriTech—both personally and professionally?
Raffaele Giaffreda: For me, it’s the interconnected nature of AgriTech that makes it so compelling. My background is in technology—IoT, low-energy networks, long-range connectivity. I began in healthcare, transitioned into Smart Cities, and eventually found my way to agriculture. It’s been a natural evolution.
I’m based in northern Italy, between Milan and Venice—a region rich in agricultural production. We’re in a valley renowned for wine and apples. Melinda, one of Italy’s largest apple distributors, operates here. The climate, with its sharp day-night temperature shifts, is ideal for producing high-quality fruit.
What’s particularly unique in Europe, and especially in Italy, is the granularity of farming. Unlike the large-scale operations typical in the U.S., we have a mosaic of small and medium-sized farms. That presents both challenges and opportunities: the challenge is ensuring these farms aren’t left behind as technology advances; the opportunity is to tailor innovation to reflect European values—trustworthy AI, data sovereignty, and equitable access.
John: How can technology help these smaller farms stay competitive without compromising their identity or autonomy?
Raffaele: It begins with data-driven decision-making. Traditionally, farmers rely on visual cues—if the soil looks dry, they irrigate. But many crops have deep roots and don’t need surface moisture. We deploy sensors deep in the ground to monitor humidity, light, and rainfall, then build predictive models. It’s not just about reacting—it’s about anticipating.
We’re also advancing pest management, disease containment, and precision treatments. The goal is to make these tools accessible—not just to large agribusinesses, but to smallholders, who are the backbone of European agriculture.
John: Data ownership is a growing concern across industries. How do you approach that in agriculture?
Raffaele: In Europe, data ownership is central. Farmers shouldn’t have to pay to access the data they generate. That’s why we advocate for open architectures, transparent platforms, and policy frameworks that protect producers. Data should empower them—not lock them into proprietary ecosystems.
John: It sounds like you’re not just building technology—you’re shaping the values and policies around it.
Raffaele: Exactly. Technology without values is just machinery. We’re committed to embedding European sovereignty, ethical AI, and sustainable practices into every layer—from the sensor in the field to the analytics dashboard.
John: What are the next steps for you and FBK in this space?
Raffaele: We’re strengthening partnerships—with farmers, policymakers, and tech providers. We’re scaling pilot projects, refining predictive models, and working on interoperability standards. And we’re engaging with platforms like Skytop to bring these conversations to a broader audience.
John: Earlier, you mentioned AgriTech splits into procedural and predictive threads. Can you break that down?
Raffaele: Certainly. Procedural AgriTech uses robotics and AI-based perception to identify issues—disease, pests, nutrient deficiencies—and intervene with precision. Instead of blanket treatments, you target only the affected areas. It’s efficient, sustainable, and minimizes environmental impact.
Predictive AgriTech, on the other hand, involves collecting data from sensors, drones, unmanned vehicles, and satellites like Copernicus. This data helps forecast irrigation needs, anticipate weather impacts, and optimize treatment schedules. It’s about building long-term knowledge to improve both yield and quality.
John: That’s a powerful distinction. You mentioned earlier wine production near where you work. Can you talk about how grape growers can actually improve grape quality by intentionally stressing the vines?
Raffaele: Yes. Water-stressing grapes at the right moment can increase sugar content and enhance flavor profiles. But it’s a delicate balance. You need historical data, environmental monitoring, and predictive algorithms to know when and how to apply that stress. It’s a perfect example of how data-driven farming isn’t just about efficiency—it’s about craftsmanship.
John: You’re leading two major initiatives—AgrifoodTEF and the European Agricultural Data Space. Can you share how they work in practice?
Raffaele: AgrifoodTEF is a field validation platform. We provide infrastructure and expertise for third-party companies to test innovations directly on working farms. Farmers observe, give feedback, and help refine the technologies. It’s collaborative and accelerates adoption.
The European Agricultural Data Space is more strategic. It’s about creating a trusted, interoperable framework for agricultural data—who collects it, who owns it, and how it’s shared. We want farmers to benefit from their own data, not be excluded or charged to access it. It’s about sovereignty, transparency, and trust.
John: How does Europe’s approach to data governance differ from places like the U.S. or China?
Raffaele: Europe is deeply committed to ethical AI and data sovereignty. We’re building systems that reflect European values—privacy, fairness, and sustainability. In agriculture, that means empowering small and medium farms, ensuring open access to data, and avoiding monopolistic control. It’s less about scale and more about resilience and equity.
John Wilson: What are the next steps for you and Fondazione Bruno Kessler (FBK)? Where do you see the biggest opportunities—or challenges—ahead?
Raffaele Giaffreda: We’re expanding our partnerships, both with tech innovators and policymakers. The key challenge is ensuring that solutions are not only scalable but also adaptable to the diverse realities of farming across Europe. We’re investing heavily in education and training and continuing to shape the European data ecosystem, so it truly serves the people who feed us.
John: You’ve emphasized data collection and sovereignty. How do you balance farmer control with the need for collaboration?
Raffaele: Agricultural data is generated in seasonal windows, and to build robust AI models, we need to share data across similar domains. That’s where microtransactions come in—farmers can monetize relevant data without exposing sensitive business details.
We’re also testing the compute-to-data paradigm. Instead of moving data, algorithms come to the data, learn from it, and leave without taking anything. Think of it like a secure data room: the farmer opens the door, the algorithm enters, and the farmer sets the price for access. It’s a market-driven model that rewards high-quality data producers.
John: So, you’re building a marketplace for agricultural intelligence—where data is the currency, but sovereignty is the foundation?
Raffaele: Exactly. Farmers decide who accesses their data, how it’s used, and what value it brings back to them. That’s the essence of trustworthy AI and European digital sovereignty. It reframes data—not just as a commodity, but as a strategic asset.
John: Do large farms and corporations respond differently to data-driven analytics compared to smaller producers in Europe?
Raffaele: Absolutely. Larger operations—especially in places like the U.S. or Australia—have the margins to invest in high-end technologies. They’re already using robotics and fully automated machinery that runs 24/7. It’s a big investment, but they have the scale to support it.
In Europe, the landscape is different. Many farmers work on small plots—3, 4, maybe 10 hectares. They can’t afford autonomous tractors or advanced equipment. That’s why we’re seeing a rise in cooperative models, where resources are shared. It’s not just about affordability—it’s about designing business models that work for collectives, not just individuals.
John: Are manufacturers responding by designing smaller, more affordable machines?
Raffaele: Yes, there’s growing interest in downsized precision tools tailored to smaller fields. But the market isn’t fully there yet. That’s why our testing environments are so critical—we evaluate effectiveness, cost, and seasonal return on investment.
The European Commission is also stepping in, funding initiatives to ensure small farmers aren’t left behind. It’s a matter of values—supporting diversity, sustainability, and resisting the consolidation of agriculture into mega-corporations. We’re working closely with the Commission to ensure innovation serves everyone.
John: Beyond affordability, what about generational challenges? Are older farmers hesitant to adopt new technologies?
Raffaele: That’s a real issue. Generational change is just as important as technological change. Many older farmers rely on methods that have worked for decades. They’re skeptical of automation, AI, and even climate science.
But peer influence is powerful. When a neighbor adopts a new technology and sees results, others take notice. That’s why showcasing success is so important, specifically the impact of demonstrating how these tools save time, reduce waste, and improve quality.
John: Is it not just about convincing the older generation—it’s about making agriculture appealing to the younger one?
Raffaele: Yes. Traditionally, agriculture has meant long hours and hard labor. But with new technologies, younger people see a different path—one that’s data-driven, efficient, and intellectually engaging. In Italy, youth associations are rallying around Agritech to reclaim time and bring innovation to a sector they still deeply value.
John: Do you think this shift is enough to sustain the sector long-term?
Raffaele: I believe it is. If we continue investing in education, visibility, and accessibility, we’ll see a new generation of farmers who blend tradition with technology. That’s exactly what Europe needs—resilient, diverse, and sustainable agriculture powered by people who understand both the land and the data.
John: With AgriFoodTEF, I know you conduct a lot of field tests. Have any insights stood out—especially ones that validate AI in real-world conditions?
Raffaele: Definitely. While there’s no single “killer app” for AI in agriculture yet, we’ve seen moments that genuinely shift perspectives. For example, in irrigation tests, farmers often assume crops need water during hot spells. But when we measure moisture deep in the soil, the data shows the plants are fine.
We run side-by-side comparisons—traditional methods on one part of the field, AI-guided decisions on another. When the AI-driven section performs just as well or better, it opens minds. These aren’t dramatic breakthroughs, but they are meaningful gains—in savings, quality, time, and even lifestyle. Some farmers value economic return; others prioritize sustainability or soil health. The key is showing how monitoring leads to better decisions.
John: That’s a great point. It’s not about flashy tech—it’s about trust and results. And as these technologies evolve, they start shaping broader conversations. Most of your work is within Europe, correct?
Raffaele: Yes, our projects are European funded, so our core work is within Europe. But the impact extends globally. Some of the solutions we’ve tested are now integrated into agricultural machinery sold in Australia, Canada, and the U.S.
We support companies that influence global standards. One example is our collaboration with the Italian Federation of Agricultural Machinery Manufacturers. We help benchmark their robotic systems, and they take that data to international standard-setting bodies—ensuring compatibility with tractors from CNH, John Deere, CLAAS, and others.
John: Do you see your work helping shape global standards for responsible AI?
Raffaele: Absolutely. Europe is leading the way in responsible AI—not just in agriculture, but across sectors. The solutions we validate are increasingly expected to meet ethical, transparent, and sustainable benchmarks. And as European companies enter global markets, those values travel with them.
So, while our work begins in European fields, it’s part of a broader movement—one that’s influencing how AI is deployed responsibly worldwide. Conferences like yours are essential to that dialogue.
John: You mentioned your work is European funded. In the U.S., public-private partnerships play a big role. Is that true in Europe as well?
Raffaele: Not quite in the same way. In Europe, we operate under a co-funding model. Half of our funding comes from the European Commission, and the other half from our respective member states. For us in Italy, that second half comes from national sources. German and Dutch partners receive theirs from their own agencies.
This reflects Europe’s diversity. Unlike the U.S., we’re not a federated country. Each member state has its own priorities. The challenge—and the beauty—is aligning those interests toward a shared goal.
John: Much of your work in AgriTech could impact food insecurity, political stability, and supply chain resilience. Are there any emerging technologies that excite you for the future of sustainable food production?
Raffaele: Absolutely. I’m especially excited about data-driven supply chain management. With better data, we can move toward just-in-time agriculture—minimizing waste, localizing production, and responding more precisely to market demand.
Imagine being able to advise farmers when to accelerate or slow down crop cycles based on real-time data. That kind of responsiveness could transform food systems—making them more efficient, sustainable, and resilient.
John: That leads me to a more personal question. Your background was originally in telecom. What drew you into agriculture and AgriTech?
Raffaele: Roots—quite literally. My grandfather was a farmer, and my father farmed part-time. I grew up in a region rich in agriculture and agritourism, so there’s a personal connection.
Professionally, it was about applying my technology skills to a field that truly matters. Being surrounded by nature, seeing the challenges firsthand, and recognizing the potential to improve things—that was the motivation. AgriTech isn’t just about innovation; it’s about preserving heritage while building the future.
John: That’s beautifully said. Thank you, Raffaele. Your perspective adds so much depth to this conversation—and I think it will resonate strongly with our audience.
Raffaele: Thank you, John. I’m honored to be part of it—and I look forward to continuing the dialogue in Amsterdam.