combining their data from their existing disparate systems and generating insightful analytics and a holistic farm view in a user-friendly reporting platform. The frustration of farmers to not be able to get good use of their data in the disconnected and complicated systems was highlighted in the recent conference. (Agri-EPI Centre, 2020)” The proposition is being able to provide a clean way of creating flavourful food, using sustainable sources. Within that: (colours representing customer segments and whether they find that VP particularly important) - Helping to retain valuable nutrients in the food (Ruby, Rosie/Ryan, James). - High quality products with controlled moisture levels to prevent mould and other impurities that would affect food quality (Ruby, Dan, Rosie/Ryan, James, Peter) - Helps to enhance food flavours (Slater,2017) (Ruby, James). - Enhances customer experience (Dan, Peter, Rosie/Ryan). - Uses sustainable, FSC approved suppliers from within the UK (Forest Stewardship Council, 2020) (Dan, Peter, Ryan).