Digitalisation has changed agricultural production and will continue to do so. Although digital technology promises to increase the efficiency, productivity and environmental friendliness of agriculture while improving the work-life balance of farmers, new digital farming technologies come with potential negatives, such as privacy and security concerns. In recognition of that fact data is a fundamental part of digital adoption in the agricultural sector, this article analyses Swiss farmers perceptions of data sharing. We apply the Responsible Research on Innovation (RRI) approach to anticipate and discuss farmers' legal and political perspectives on agricultural data and data sharing. These form the foundation of and thus the key to digitalisation in agriculture. Based on a review of the literature and two exploratory interviews on the broader regulatory context of data sharing, Swiss data regulation and management were included as background to this work. This paper, further explores in detail the relationship between farmers' attitudes towards data sharing and their relatively low adoption of digital technologies. Such an analysis is valuable as it provides us with the farmers' perspective on data use and regulations in Switzerland which, though not an EU country, has its own high data-protection standards. More specifically, we assessed Swiss farmers’ perceptions of agricultural data sharing with public and private entities and placed these perceptions within the broader Swiss framework for data regulation. This was accomplished by a survey of 939 randomly selected farmers in the German- and French-speaking parts of Switzerland. From the Swiss farming perspective, we discuss how innovation can respond to societal needs. We conclude that the concerns, risks and vulnerabilities that Swiss famers are currently experiencing with regard to their farm data need to be addressed through a broader regulatory reform of Swiss agricultural data protection if digital farming is to achieve its full potential in Switzerland.
