Agrifood Campaign Planning

The challenge was to find ways for the players in an agricultural food supply chain to interact in ways that enable the chain to operate more efficiently. What information do they need to exchange, and what incentives need to be in place between them? What software would help the information exchange and responsive actions to take place? The problem was thought about with the UK sugar beet industry as the working example, but similar considerations, with many differences of detail, are expected to apply in other contexts.