CREDIT: MCCAIN
Dr. Michelle Lynn D’ Souza Leader in Research and Innovation of Global Agriculture McCain
McCain is helping farmers by developing a digital twin platform specifically tailored to the unpredictable, living environment of open-air farming.
Instead of chasing flawless mathematical forecasts, the tool focuses on agility by combining precise modelling with practical, real-world rules of thumb to give farmers real-time visibility into emerging changes in their fields.
“ Our digital twin focuses on actionable insight rather than perfect prediction – combining precise modelling where possible with validated heuristics where it’ s not,” explains Dr. Michelle Lynn D’ Souza, Leader in Research and Innovation of Global Agriculture at McCain.
“ The value lies in giving farmers real-time visibility of emerging changes and enabling earlier intervention in a dynamic, living system.”
This live data allows farmers to optimise their resource inputs and intervene much earlier when conditions shift, protecting their crops before major problems occur.
McCain is also working on moving raw on-farm data into a standardised, auditable pipeline that connects sustainable farming practices directly to the supply chain.
This backs up eco-friendly consumer campaigns like Taste Good. Feel Good., allowing farmers to clearly verify their regenerative efforts to an increasingly eco-conscious public.
198 July 2026