Illusion or reality? Building a metaverse community focused on value creation in the agricultural sector

Obsolete models, lack of professionalisation and an environment characterised by continuous changes have turned out to be a dangerous mix that has ended up stopping or slowing down the development of the agricultural sector. It is now necessary to design and carry out initiatives that counteract this trend, especially initiatives based on innovation and the use of technology. This article aims to analyse the implications of the new ways of working to be used in spaces created under the umbrella of a new technological order known as metaverse. Through the creation of a community of metaverses, capable of promoting interaction, collaboration and communication between the different agents involved in the value chain of the agricultural sector, the aim of this research is to create an integrated and collaborative trusting environment that allows consensual, well-founded and robust business decisions focused on cost savings and the optimisation of quality and productivity. This research seeks to benefit all agents involved in the agricultural sector value chain. By placing producers at the centre of the system, the approach described in this study aims to avoid the current imbalances between the interests of different agents, while promoting an innovative and sustainable agricultural sector committed to meeting the challenges of today’s society.