This article employs a multiple-case study research design to unpack the complex relationship between digital transformation, agility, and environmental sustainability in the agri-food industry. Our findings show that to achieve a cleaner food production that does not compromise the natural life...

THE AIMS OF THE PAPER: This paper explores digital data exploitation behaviours and shows how these conducts change according to the data sources used by agri-food firms when developing their products. METHODOLOGY: We adopt an exploratory multiple-case study to provide a theoretical framework...