Publicising Food: Big Data, Precision Agriculture, and Co-Experimental Techniques of Addition

This article draws upon data taken from the following: 18 interviews of Iowa farmers who utilise big data when making farm management decisions; 14 interviews of those engaged within big data industry, those involved in the sale and promotion of largescale data acquisition, predictive analytic software, and/or precision agriculture technologies for conventional agriculture applications; and 19 interviews of regional food system entrepreneurs, those looking to create and encourage the adoption of technological platforms that enhance the capacities of regional food systems. A central aim of this article is to help reshape the debate around agro food-based technologies, from one that asks what technology is to one that looks at what these socio-technical forms engender. As described, alternative foodscapes are not looking for alternatives to technology but rather to technologies that engender specific effects. The empirical findings are organised around three themes that emerged out of the qualitative interviews. The technological assemblages investigated all exhibited the following three engendering qualities, which are (1) anticipatory, (2) moralising, and (3) a movement that multiplies absent presences. Precisely how these qualities were expressed, however, varied greatly across foodscapes.