In this revealing second episode of our four-part series, host Drew Zabrocki explores why data has become the essential yet often missing ingredient that could transform everything from field to fork. Despite living in an age of smartphones and quantum computing, much of our food system still runs on paper – creating inefficiency, waste, and missed opportunities throughout the supply chain.

Join us on an eye-opening journey following a tomato from field to fork. Through an immersive simulation called "The Tomato Experience," we witness firsthand how disconnected information systems create friction at every handoff point in our food supply chain.

The Harmonized Standards and Smart Data Escrow (HSSD) initiative aims to create standardized data and tools (like "smart data escrow" for controlled sharing) to improve shelf life prediction and dynamic pricing in the fresh supply chain. They've mapped existing standards, identified key data, and are building a coalition to pilot solutions, with upcoming presentations in June and October 2025. They're looking for more participants, especially retailers and growers.