Digital technologies are transforming the way farmers connect to markets, access services, and comply with trade standards. But what is needed to ensure that farmers truly benefit from digital trade? At the World Trade Organization (WTO) Public Forum 2025, the World Farmers’ Organisation (WFO) convened farmer representatives and experts in an official session titled “Data-Secured Farmers-to-Market Connection via Digitalisation” to explore how trade frameworks can better support farmers in navigating this transition.

The debate made clear that while tools such as e-certification systems, online marketplaces and artificial intelligence (AI)-driven traceability are reshaping agriculture, many farmers remain excluded. Barriers linked to poor rural infrastructure, limited digital skills, and unresolved concerns over data ownership risk are widening the divide. Speakers emphasised the need for digitalisation frameworks that enable participation and build trust, with trade standards designed to support—not hinder—farmers’ integration into the global digital economy.

Moderated by Brodie Berrigan (Canadian Federation of Agriculture – CFA), Facilitator of the World Farmers’ Organisation Working Group on International Trade, the panel featured perspectives from both institutions and farming communities.

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Mercedes Campi (Organisation for Economic Co-operation and Development – OECD) emphasised the importance of striking a balance between access to agricultural data and protections that foster transparency and trust.

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Benjamin Kipkirui Bett (Kenya National Farmers’ Federation – KENAFF) described the challenges Kenyan farmers face in accessing digital tools and the skills needed to use them. He noted that demonstrating the added value of digitalisation is key to making these tools genuinely beneficial.

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Bodhild Fjelltveit (Norwegian Farmers’ Union – Norges Bondelag) reflected on Norway’s advanced digital environment, noting that even in high-tech contexts, farmers remain concerned about privacy and control. She highlighted the link between food security, inclusive digital agriculture trade, and global standards on traceability, while underlining the role of farmers’ unions and cooperatives in preparing farmers for new tools.

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David Exwood (National Farmers’ Union of England and Wales – NFU) examined how UK farmers are navigating new digital market opportunities while addressing challenges of fair access and data protection. He also highlighted the growing importance of environmental data—from biodiversity to soil carbon and nitrogen use—which can guide farmers, inform sustainable practices, and support policy decisions.

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Across the discussion, several priorities emerged. Digitalisation can only expand market access if it respects farmers’ autonomy and reflects their diverse realities. Significant investment in rural infrastructure and digital skills is essential to bridging the divide. International standards must incorporate farmers’ perspectives to ensure that benefits are shared fairly and not captured by platforms alone. Building trust remains central to encouraging adoption.

Closing the session, panellists called on WTO decision-makers to take concrete steps to ensure that farmers are not left behind. Stronger safeguards for farm data, greater international cooperation on fair digital standards, and targeted investments in digital agriculture were identified as crucial measures for enhancing the sector.

By bringing farmers’ lived realities into WTO discussions, the World Farmers’ Organisation reinforced its role as a bridge between farmers and international institutions. Guided by its Policy on Digitalisation and Artificial Intelligence, WFO will continue to advocate for farmer-centred digital frameworks—ensuring that digitalisation and artificial intelligence empower farmers rather than displace them.

Watch the full session recording here.

Cover photo: ©WFO