Innovation in farming: An engaging and rewarding business model to foster digitalization

Over the last few years, innovation has been heavily driven by digitalization. This is due to the huge developments in the field of data analysis, enabled by the introduction of new technologies. Several fields have witnessed a smooth integration of digital tools along the whole value chain, unlike legacy sectors, which still face a spread mistrust towards innovative digital solutions. This paper proposes an engaging and rewarding model, taking into account the causes hindering innovation in the animal farming sector, complemented by the validation of the motivations behind its features and the obtained results.