The rise in consumer demand for information on food provenance and animal welfare, coupled with improvements in phone and information technology, mean farms in 2030 may need to be aware of the ‘face of the farm’. By simply using your mobile to scan a barcode a consumer should be able to see every single product on the farm. Consumers expect to be able to see the herd that produced their milk or meat, in real time, to see the fields and greenhouses where the crops grow and the staff work. They expect to have someone on hand to answer questions and give the backstory to everything. The farm host works on the farm but their main job is to give a constant, cheery commentary to the outside world, explaining what’s going on and often giving virtual tours to school children as well as dealing with the concerns and curiosities of customers in the supermarket or the people who buy direct online.