Addressing needs for the diffusion of digital greenhouse farming. Insights from Living Labs in the Mediterranean basin.

Agriculture 4.0 represents a huge opportunity for the transformation of agrifood sectors. However, its adoption (and diffusion) in real-world farming contexts faces multiple challenges. This study focuses on greenhouse farming within the Mediterranean basin. It aims to assess the needs of actors involved in the uptake of Agriculture 4.0 and define enabling conditions to support achieving these needs, focusing on the introduction of an innovative decision support system in real-world greenhouses for tomato production. A qualitative and comparative approach is implemented, using participatory data collection methods with cross-disciplinary experts from four case studies across the Mediterranean Basin. Data are collected through one-to-one open discussions, supported using context and SWOT analyses to stimulate reflection and recall. The findings highlight the need to improve digital literacy among farmers and advisors, build trust through tailored education conditions and mentorship, and support young farmers with financial incentives and training. Market dynamics are relevant as well, pinpointing the need for stronger product images and increasing consumer awareness through certification and labelling. Great interest and technology potential emerges from the possibility to enable (partial) remote work thereby benefiting a work-life balance. Simplifying bureaucratic processes and enhancing policy support for cooperation and farmer unions are also essential for encouraging farmers to adopt digital technology.