Bench marking sustainability. A by-product of data gathering with machines is the ability to produce an objective set of measures into how animals were reared, their levels of welfare and the environmental impact of the system they are reared in. This information can then be used, to not only improve the various farm processes, but output can also be used to benchmark sustainability for food labelling. The fact this information is created by machines means there is an inbuilt frequency and efficiency that cannot be equalled by humans. Current assessment by inspectors takes us so far. But to have meaningful dialogue between producers and consumers, provide the transparency needed to prove sustainable production and take us a step closer to a global standard, will require a rethink. This is where technology will play a significant role.