Modern equipment and digital tools can generate a lot of useful information about your operation. But what happens to that information? John Deere's Farmer Data Commitment centers on three principles: value, control and transparency. Farmers control their farm data and third-party access, John Deere does not sell individual farm data, and data should deliver tangible value through better insights, machine performance and decision-making.
As farming becomes increasingly connected, data has become another important tool in the cab.
Machine information, agronomic data and digital tools such as John Deere Operations Center™ can help farmers better understand what's happening across their operation and make more informed decisions. Naturally, that also leads to questions about what happens to the data those tools generate.
Who controls it? Who can access it? Does John Deere sell farm data? And what happens if you don't want to share it with someone?
John Deere's Farmer Data Commitment is designed to answer those questions and give farmers greater clarity about how their data is handled.
Here are answers to some of the biggest questions farmers may have.
Does John Deere sell my farm data?
No. John Deere says it does not sell individual farm data.
Under its Farmer Data Commitment, John Deere uses farm data only as described in its agreements and policies and commits to communicating changes before they take effect.
John Deere also says it does not use farmers' data for agricultural commodity trading or speculation.
The overall philosophy is straightforward: Farm data should create value for the operation that generated it.
Who controls my farm data?
You do.
One of the central principles of the Farmer Data Commitment is that farmers control their farm data, including which third parties can access it.
Through John Deere's digital capabilities and controls, farmers can choose which third parties they want to share their farm data with. They can also turn off the flow of that data to third parties.
That means your operation remains at the center of the decision about who gets access.
Does John Deere consider farmers the "owners" of their data?
This is where the distinction between ownership and control becomes important.
Data ownership isn't always treated under the law the same way ownership of physical property is. Instead of relying on the legal concept of ownership, John Deere's commitment focuses on what farmers can practically control.
That means farmers can decide which third parties can access their data and can change those permissions.
John Deere can use farm data to improve existing products and create new products and services, but it says it does not sell individual farm data or use it to manipulate agricultural commodity markets.
Why does John Deere use farm data?
The goal is to turn data into something useful for your operation.
John Deere can use data collected by the equipment to help improve products and services and provide farmers with information that can lead to better decisions.
That can include areas such as:
- Improved machine performance
- Better operational insights
- More informed decision-making
- New and improved John Deere products and services
John Deere can also provide aggregated datasets to its authorized dealer network to help dealers better serve customers.
The key principle behind all of this is value: Farmers should receive meaningful value from the data their operations generate.
What is aggregated data?
Rather than looking at information from just one individual operation, aggregated data combines information so it can be used to identify broader insights and improve products and services.
Aggregated data can be used to develop and improve John Deere products and services and provide useful datasets to authorized John Deere dealers.
Do I have to share my data to use John Deere equipment?
Simply owning and operating John Deere equipment is different from choosing to use a connected digital service.
When farmers use digital tools such as John Deere Operations Center, they share farm data with John Deere so the company can provide the connected services, capabilities and insights those tools enable.
Farmers retain control over additional uses of their data, including certain aggregation or combinations of data and sharing with other third parties.
Choosing not to allow those additional uses may mean that some services or features dependent on aggregated information or third-party connections are limited.
In other words, you have choices, but those choices can affect which connected capabilities are available.
Can I decide who else has access to my farm data?
Yes.
John Deere's Farmer Data Commitment says farmers can choose which third parties they share or don't share farm data with. Farmers also have the ability to stop the flow of their farm data to those third parties.
If you're working with an agronomist, crop adviser, ag service provider or another third party, however, the agreement between you and that provider determines what information must be shared between the two of you.
John Deere provides the digital capabilities and controls that enable data sharing. It does not determine the terms of the agreement between a farmer and a third-party service provider.
How does John Deere protect my data?
According to John Deere, protecting customer data involves both people and processes.
John Deere says it has a team of 200 cybersecurity professionals that uses security-by-design practices. The company also regularly tests its systems and maintains an enterprise response process for reviewing potential exposures or security incidents.
Data security is therefore treated as an ongoing process rather than a one-time safeguard.
What role does my John Deere dealer play?
John Deere's Farmer Data Commitment extends expectations for transparency beyond John Deere itself. The company says it will require dealers and connected partners to maintain transparent data practices.
Dealers can also receive aggregated datasets from John Deere that can help them better serve customers.
For 21st Century Equipment, that brings the conversation back to something much more familiar: using technology and information to help customers make better decisions for their operations.
What about AI and the growing amount of agricultural data?
AI and increasingly connected equipment are making data an even larger part of modern agriculture. John Deere says its focus is on using those technologies to create measurable benefits for farmers.
That includes helping to:
- Improve machine performance
- Reduce downtime
- Support better decisions
- Increase productivity
At the same time, John Deere's position is that development decisions involving data centers, agricultural land, energy requirements and local communities are best addressed locally among communities, landowners, developers, utilities and policymakers.
As AI expands what's possible with agricultural technology, John Deere says it remains committed to responsible data practices, transparency and farmer control.
What are the 10 principles behind the Farmer Data Commitment?
John Deere summarizes its approach with 10 commitments:
- You control your farm data.
- John Deere does not sell your farm data.
- Your data is used according to John Deere's agreements and policies, with changes communicated before they take effect.
- Dealers and connected partners are expected to maintain transparent data practices.
- Farm data and aggregated, anonymized data should create measurable value through better performance and insights.
- You decide which third parties can access your farm data.
- You can stop sharing your farm data with third parties.
- John Deere does not use farm data for agricultural commodity trading or speculation.
- Farmers should receive clear value from their data.
- John Deere will continue listening to farmers and developing its data practices and solutions.
Together, those principles boil down to three words: value, control and transparency.
Your Farm. Your Data. Your Call.
Connected machines and digital tools continue to open new possibilities for agriculture, but farmers deserve to understand what happens to the information those technologies generate.
John Deere's Farmer Data Commitment puts the emphasis on making that data useful while keeping farmers in control of how it's shared.
For 21st Century Equipment customers, the takeaway is simple: Your farm data should work for your operation, not the other way around.
To learn more about John Deere's approach to farm data, visit John Deere's Your Data resource.
