Sustainability is firmly on the food and agribusiness agenda. Companies in the sector are now moving from making a sustainability strategy to measuring and making changes in many aspects of the food system, but before making improvements, one has to establish a base. To discuss the challenges and opportunities, the team invited Hans de Gier, CEO of IT company SyncForce, to bring his perspective on measuring sustainability and data issues. One thing he is quite adamant about is that current measurements may not always be correct. A lot of improvements need to happen, and collaboration between actors in the chain might be the way forward.