I am a 30-year-old sharemilker on my parent's 600 cow developing farm near Blackball on the western side of the Grey Valley. Earlier this year I competed in the National Young Farmer of the Year competition and finished a close third. So what is information? There are two types of information that I use. There is data gathered from my farm to help fine tune the running of the day to day operations on the farm And directional information This is the information that arrives in papers and directs the long-term direction and plans of the farm and farming businesses. Due to the variability in weather on the Coast there is a greater need to monitor and adjust the farming system compared to an area like Canterbury. This was shown last year (2001/02) when the farm was undergoing a rapid period of development and I was under time restraints from increasing the herd size, building a new shed as well as developing the farm. The results of the time pressure was that day to day information gathering was lower resulting in per cow production falling by 11% or around $182 per cow. So what information was lacking that caused this large drop in profit. • Pasture growth rates • Cow condition • Nitrogen requirements • Paddock performance • Milk production • Pre-mating heat detection As scientists and advisers I hear you say that it is the farmer's responsibility to gather and analyse this information. You have the bigger topics to research and discover, gene marking, improving pasture species, sexing of sperm and ideas that I have not even contemplated yet. This is indeed very valuable research. Where would farming be without the invention of electric fences, artificial breeding and nitrogen research? But my problem is to take a farm with below average production to the top 10% in production with the existing technology and farming principles. I have all the technical information I need at the end of a phone. I can and do ring my consultant, fertiliser rep, vet, neighbour and due to the size and openness of New Zealand science, at present if they do not know I can ring an expert in agronomy, nutrition, soils and receive the answer that I require. I hope that this openness remains as in a time of privatisation and cost cutting it is a true advantage. I feel that for myself the next leap in information is not in the growing of grass or production of milk but in the tools to collect, store and utilise that information. This being tied to a financial benefit to the farming business is the real reason that I farm. Think of the benefits of being able to read pasture cover on a motorbike instantly downloaded, overlaying cow intake with milk production, changes in cow weight, daily soil temperature and predicted nitrogen response. Telling me low producing cows and poor producing paddocks, any potential feed deficits or surpluses. This would be a powerful information tool to use. The majority of this information is already available but until the restraints of time and cost are removed from data gathering and storage, this will not happen.