What we do
We are a cross-sector alliance campaigning for more transparent and farm-relevant data systems that recognise, reward and drive positive outcomes climate, nature, animals and people.
The challenge
Agriculture has huge potential to address climate, nature and social outcomes — but today's data systems make that hard to see, prove or reward. Several interconnected challenges stand in the way.
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Sustainability is approached in silos, with no consistent view of performance across farms, supply chains and landscapes and across social, economic and environmental dimensions.
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Reporting often relies on modelled assumptions and generic proxies that fail to reflect local conditions, farming realities or real-world environmental and social outcomes.
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There is no clear, trusted basis for what ‘good’ farming and data systems look like, and how progress should be measured.
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Data systems are often inconsistent, opaque and poorly owned, making it difficult to verify claims, build trust or hold actors to account.
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Fragmented and extractive data demands place pressure on farmers, while offering limited practical value, insight or reward in return.
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Positive environmental, social and economic practices and outcomes are rarely visible. Policy, finance and market signals often incentivise harm, rather than reward good.
A community of action
We advance greater transparency and accountability in food and farming by bringing together organisations to progress towards data systems that are more holistic, aligned, farm-relevant and grounded in real-world outcomes.
How we drive change
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Bring together stakeholders across farming, business, finance, policy and research to address shared challenges and drive pre-competitive collaboration.
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Produce position papers, briefings and research that clarify what good data systems look like and influence how they are be applied in practice.
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Develop practical guidance, frameworks and tools that enable consistent implementation across the sector.
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Support new and existing initiatives, projects and organisations with expert guidance on holistic, primary, method-of-production and outcome-based data systems.
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We champion clear, credible approaches to environmental, social and economic data in agriculture, helping align understanding across policy, industry and the supply chain.
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Captures environmental, social and economic outcomes across farms and supply chains, so decisions are based on the whole picture rather than isolated metrics, issues or actors.
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Provides evidence of actual environmental, social and economic change, reducing over-reliance on practice data and modelled proxies that may not reflect reality on the ground.
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Understands the management approaches, practices, principles and farming systems that shape production and outcomes.
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Roots sustainability claims in real-world farming contexts and conditions, improving their accuracy, relevance and integrity.
Our principles
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Uses accessible, practical approaches that work for farmers and the supply chain. Measurement shifts from extractive, compliance-led reporting towards learning, improvement and action.
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Creates verifiable data systems that share data responsibly, build trust, make methods clear and reveal synergies and trade-offs.
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Uses data to support clearer responsibility, better-informed decisions and a fairer distribution of both burden and reward.
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Aligns consumers, markets and policy understanding to incentivise both the transition to sustainable farming and the long-term delivery of positive outcomes for climate, nature and people.