Understanding Market Actors’ Perspectives on Agri-Food Data Sharing: Insights from the Digital Food Passports Pilot in Poland

This study examines market actors’ perspectives on agri-food data sharing within traceability- and transparency-oriented digital systems, which are crucial for enhancing sustainable food supply chains. Drawing on the ‘Digital Food Passports’ pilot in Poland, the research aimed to identify factors influencing market actors’ willingness to share data to provide reliable and comprehensive information on the origin, journey, and quality of agri-food products. Through thematic analysis, key motivators and barriers to stakeholder engagement were identified. Findings highlight the necessity of a clear value proposition for all actors within the production and distribution chain to invest resources and time in additional data-exchange systems. For farmers, reducing burdensome reporting procedures and providing direct financial incentives were key motivators. Agri-food processing, transport, and packaging companies viewed data collaboration as a practical tool to ensure high-quality raw materials and promote premium-priced food. Appropriate data management policies were critical for all stakeholders. While sustainability was recognized as important, opportunities for collaboration going beyond economic considerations were not widely explored. Additionally, concerns about how data will be interpreted—even among producers demonstrating sustainable practices—emerged as a significant issue, a topic not extensively discussed in the existing literature. These findings underscore the need for data-sharing strategies that better align economic benefits with broader sustainability goals. Further research should also explore strategies to mitigate concerns over data misinterpretation to encourage greater involvement in data-sharing initiatives.