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 too much of what happens across the food system remains invisible, making positive practices and outcomes difficult to demonstrate, verify and reward, while allowing harmful practices and impacts to remain hidden, unaccountable and potentially overvalued.
Several interconnected challenges stand in the way.
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Sustainability is often 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 common, trusted vision for what ‘good’ farming and data systems look like, and how progress should be measured.
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The people who produce, distribute and consume food, and those affected by its impacts, are not sufficiently involved in defining what “good” looks like, what should be measured, or how food-system data is governed. Without meaningful participation, food system transparency initiatives risk overlooking diverse knowledge, values, priorities and lived experience.
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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 organisations together to shape the governance, principles and data infrastructure that underpin them.
We work towards systems that are holistic, participatory, 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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To capture 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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To provide 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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To understand the management approaches, practices, principles and farming systems that shape production and outcomes.
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To root sustainability claims in real-world farming contexts and conditions, improving their accuracy, relevance and integrity.
Our principles
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To use 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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To create verifiable data systems that share data responsibly, build trust, make methods clear and reveal synergies and trade-offs.
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To use data to support clearer responsibility, better-informed decisions and a fairer distribution of both burden and reward.
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To align 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.