Abstract

Metrics have long served as tools for governing at a distance. In the food industry, major manufacturers have embraced metrics as tools to govern the sustainability of the farms producing their commodity raw materials. This metrical turn has been influenced but also complicated by agricultural datafication, that is, the increasing quantities of data generated on and about farms. Despite the sheer abundance of data that companies might use to measure and drive improvement in on-farm sustainability, they have struggled to collect data suitable for such purposes. Attention to the different kinds of distance and diversity across which metrics are supposed to govern suggests reasons why they may fail to do so, even when wielded by otherwise powerful corporations.