AgLens: A Transdisciplinary Business Model for Consumer Engagement in Agriculture

Abstract

In recent years, growing societal awareness of food sources has sparked increasing interest in agriculture. However, consumers often face barriers to participating in hands-on farming or connecting with agricultural communities. Our system, AgLens, addresses this challenge by offering a remote, interactive farming experience. Unlike conventional 'remote farming' systems that require oversight of entire fields, AgLens assigns each user their own dedicated tree, creating a sense of ownership and fostering emotional connection. Through a user-friendly platform powered by IoT sensors and real-time data feedback, users remotely engage in essential farming activities like watering. This 'One-Tree, One-Owner' model transforms farming from a passive viewing experience to an active, decision-driven process. We have successfully designed a prototype system that integrates remote sensors and real-time plant growth monitoring. The system has been tested in controlled environments, showing promising results in both user engagement and technical functionality. The business model driven by this system generates revenue through a subscription-based approach, where users pay a monthly fee for the experience of co-owning a tree, tracking its growth, and receiving tangible returns such as harvested produce. This direct-to-consumer approach strengthens producer-consumer relationships, increases consumer awareness, enhances brand loyalty, and creates a new revenue stream for local farmers. This paper outlines the development of AgLens, focusing on transdisciplinary approaches to system design, user experience, and sustainability. The findings contribute to discussions on how technology can bridge the gap between urban consumers and agriculture, while also promoting ethical and sustainable food production.