New players are entering the new and important digital data market for agriculture,
increasing power asymmetries and reinforcing their competitive advantages. Although the farmer
remains at the heart of agricultural data collection, to date, only a few farmers participate in data
platforms. Despite this, more and more decision support systems (DSSs) tools are used in agriculture,
and digital platforms as data aggregators could be useful technologies for helping farmers make
better decisions. However, as these systems develop, the efficiency of these platforms becomes
more challenging (sharing, ownership, governance, and transparency). In this paper, we conduct
a case study for an accessible and scalable digital data platform that is focused on adding value to
smallholders. The case study research is based on meta-governance theory and multidimensional
multilayered digital platform architecture, to determine platform governance and a data development
model for the Andalusian (Spain) fruit and vegetable sector. With the information obtained from
the agents of this sector, a digital platform called farmdata was designed, which connects to several
regional and national, and public and private databases, aggregating data and providing tools
for decision making. Results from the interviews reflect the farmer’s interests in participating in
a centralized cloud data platform, preferably one that is managed by a university, but also with
attention being paid toward security and transparency, as well as providing added value. As for
future directions, we propose further research on how the benefits should be distributed among end
users, as well as for the study of a distributed model through blockchain
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