Presentation given @Agrofood Park on May 28, 2015. The presentation defines big data in relation to agriculture and foods, challenges and opportunities. And as a pragmatic, yet sophisticated and hi-tech example, describes how IBM Chef Watson applies big data when creating innovative new recipes.

1. In Foods
Kom Big Data i Maden - Add a spoonful of Big Data Agrofood Park – May 28, 2015
Anders Quitzau, IBM Watson Advocate,
Ole Møller Madsen, Big Data specialist, © 2015 International Business Machines Corporation

2. 2 © 2015 International Business Machines Corporation
Key takeaways
! Big data is the ‘new’ ingredient in agribusiness
! Big data is not just for big companies
! DRIP: Data Rich Insights Poor
! Cognitive will help us innovate in the food sector
! The big data & AI train is moving fast – don’t miss
it

3. 3
“Data is the new Oil. Data is
just like crude. It’s valuable,
but if unrefined it cannot
really be used.”
– Clive Humby
Big Data: The new natural
resource

4. 4 © 2015 International Business Machines Corporation
Creation of data drives demand for insights through analytics . . .
Every day, we create 2.5 quintillion bytes of data
- so much that 90% of the data in the world today has been created in the last 2 years

5. 2010 2020
Sensors
& Devices
Text
Enterprise
Data
Images/
Multimedia
44 Zettabytes
Gap
Traditional
You are here

6. file://localhost/.file/
id=6571367.15545220
5

7. 7 © 2015 International Business Machines Corporation

8. 8 © 2015 International Business Machines Corporation
The Internet of Things allows businesses and public-sector
organizations to manage assets, optimize performance,
and create new business models.
- McKinsey Global Institute
The IoT is innately analytical and integrated.
- IDC
The Internet of Things is the network of physical objects that
contains embedded technology to communicate and sense or
interact with the objects' internal state or the external
environment.
- Gartner
400%
Google search traffic on
Internet of things
quadrupled in 20141
75%
of companies are exploring or using
IoT in the business in some respects
(internally/externally)2
62%
of C-suite executives believe that
companies slow to integrate IoT will
fall behind the competition2
IoT will change how farmers,
business and governments
operates
Internet of Things is here today….

9. 9 © 2015 International Business Machines Corporation
Data at Scale Data in Many Forms Data in Motion Data Uncertainty
Volume Variety Velocity Veracity
Big Data is All Data

10. 10 © 2015 International Business Machines Corporation
New Architecture to Leverage All Data and Analytics
Data$in$
Mo)on$
Data$at$
Rest$
Data$in$
Many$Forms$
Information
Ingestion and
Operational
Information
Decision
Management
BI and Predictive
Analytics
Navigation
and Discovery
Intelligence
Analysis
Landing Area,
Analytics Zone
and Archive
! Raw Data
! Structured Data
! Text Analytics
! Data Mining
! Entity Analytics
! Machine Learning
Real-time
Analytics
! Video/Audio
! Network/Sensor
! Entity Analytics
! Predictive Exploration,
Integrated
Warehouse,
and Mart Zones
! Discovery
! Deep Reflection
! Operational
! Predictive
! Stream Processing
! Data Integration
! Master Data
Streams
Information Governance, Security and Business Continuity

11. 11 © 2015 International Business Machines Corporation
Analytics Breadth to Enable Decisions
How can everyone
be more right…
….more often?
Descriptive
Prescriptive
Predictive
Cognitive
What has happened?
What could happen?
How can we achieve the best outcome?
Tell me the best course of action?
Big Data &
Analytics
How is data managed and stored?
Business
Value
Information Layer

12. Farm-to-table tracking - technologies and cases – 28.
September 2010 Boy Steiner | September, 2011
12

13. 13

14. © Copyright IBM Corporation 2009
IBM Institute for Business Value
Farm-to-table tracking - technologies and cases – 28.
September 2010 Boy Steiner | September, 2011
14
Around the globe consumers are already connecting online and
sharing unfiltered opinions of products and brands
Source: IBM Institute for Business Value analysis, www.facebook.com; www.couponsinc.com; Eater, Meet Your Farmer and Say Hello , 3/28/09, NY Times; On Web and iPhone, a Tool to Aid Careful Shopping ,
06/15/09, NY Times
6.6 million unfiltered product
reviews… go to site for
young Japanese women
Health, environment and social impact information
on 75,000 products
Input the lot code… locate the
family farms that grew the
grain to create your flour.
4+ million
fans of…
100,000+ visitors each
month… growing 20%
Provides detailed product
ingredient information and
building online network of
ingredient detectives to
create transparency
30,764 fans
of…

15. 15

18. 18 © 2015 International Business Machines Corporation
A variety of technologies are being applied to capture relevant data as ingredients, packaging
and products move through the supply chain
Spinach and Produce
• Dole using RFID tags to
track spinach down to a
particular part of a field…
not just a farm
• Western Growers using
GPS to track produce as it
moves through the supply
chain
Eggs
• A&P, in conjunction with
EggFusion, applying barcodes
to individual eggs
• Each egg is marked with
tamperproof freshness and
traceability code
Fruits & Vegetables
• Durand-Wayland label
system applies indelible
laser tattoo to individual
fruits or vegetables
• Replacing labor intensive
PLU labels
Sturgeon
• Italian aquaculture firm
Agroittica Lombarda
implanting microchips into
sturgeon
• Chip contains genetic,
movement and dietary
information

20. ComputerIntelligence
Tabulating
Systems
Era
Cognitive
Systems
Era
Programmable
Systems
Era
2015
1900 – 1970 1950 - today

22. IBM Watson today
Watson Engagement Advisor
Watson Discovery Advisor
Watson Policy Advisor
Watson Decision Advisor
Offerings:
Watson for Wealth Management
Watson for Oncology
Chef Watson
Applications:
Watson Explorer
Watson Analytics
Watson Curator
Products
Watson Zone on Bluemix
Watson Developer Cloud
Watson Tooling
Platform & Ecosystem:

23. IBM Chef Watson.
Inspire your recipes with

24. Breaker slide
title goes here
© 2014 International Business Machines Corporation 24
The Story:
South by Southwest

26. Create & discover

28. PEER$PRODUCED$
INSPIRATION$SET$
COGNITIVE$COOKING$
SYSTEM$
NOVEL$CUSTOMIZED$
RECIPE$
FOOD$KNOWLEDGE$
DATABASE$
Cognitive Cooking
DYNAMIC$
PLANNER$
COMBINATORIAL$
DESIGNER$
COGNITIVE$
ASSESSOR$
DISH$LEARNER$

29. Food Knowledge Database
Recipe Recipe Step
Recipe Step
Input
Recipe Step
Output
Recipe Step
Property
Ingredient
Flavor
Compound
Nutrition Fact
Cuisine
Dish
Ingredient
Pairing
Ingredient Type
Odor Descriptor
Odor
Pleasantness
recipes.wikia.com / Bon Appetit
wikipedia
USDA nutrient DB
VCF, Atlas of Odor Character Profiles, research papers
Derived from above sources
Recipe Recipe Step
Recipe Step
Input
Recipe Step
Output
Recipe Step
Property
Ingredient
Flavor
Compound
Nutrition Fact
Cuisine
Dish
Ingredient
Pairing
Ingredient Type
Odor Descriptor
Odor
Pleasantness
Recipe Recipe Step
Recipe Step
Input
Recipe Step
Output
Recipe Step
Property
Ingredient
Flavor
Compound
Nutrition Fact
Cuisine
Dish
Ingredient
Pairing
Ingredient Type
Odor Descriptor
Odor
Pleasantness

30. Three key dish ranking attributes surprise, pleasantness and
pairing

33. ....were able to assess product prospects
and make decisions with increased
confidence and underlying evidence, in
a quicker and more accurate way than
today?
Global leader
in Product Innovation
And fastest rowing in mature
and new markets
Quicker
and more
accurate
asessments
New
Products and
applications
Improved
understanding
New
answers and
connections
…. were able to identify millions
of undiscovered, well-tasting
combinations of flavours and
underlying ingredients and
food chemistry
..... Product developers would have
an advisor which has cognitive
intelligence as well as predictive and
data volume processing capabilities
enabling identification and
understanding of internal and
external research data sources
beyond what PDs today are capable
of?
... Researchers would have an advisor that comes
up with answers and connections that none of
today’s researchers knows or can make (due to the
sheer lack of capability to access and process the
enormous amounts of relevant data)?
“Show me the most
promising customer
segments for nutritional
sour milk products in South
Americas?”
“What are the
FDA regulation for
substance XYZ in UHT-
milk baby products in
Kenya? ”
“Who is the research
and food culture
expert New Guinea?”
What$if….
IBM Confidential 33
.$

34. Potential Applications for (Chef) Watson
• Follow dietary constraints
• Reducing food waste
• Retail stores can repurpose unsold products and provide recipes with
their products.
• Food manufacturers can accelerate product development.
• Discovery / virtual testing of novel ingredients and recipes
• Caterers can make better use of their supplies and change their menus
more often.
• Other domains: perfumes, business processes, materials, design…
• Your ideas for Chef Watson?

35. Conclusion

36. Take aways
• Big data is the ‘new’ ingredient in
agribusiness
• Big data is not just for big companies
• DRIP: Data Rich Insights Poor
• Cognitive will help us innovate in the food
sector
• The big data & AI train is moving fast –
don’t miss it

37. Spørgsmål
og
snas’er
- inspired by
Watson
- Created by
Rolf Imhof
Links:
Chef Watson: https://www.ibmchefwatson.com
IBM Watson: http://ibmwatson.com
Big Data: http://www.ibmbigdatahub.com
Develop with Watson: http://bluemix.net