Grain SA is an organisation created by farmers for farmers to be the voice and support for farming communities. The aim of the organisation is to enable farmers to be profitable and sustainable. Grain SA achieves this through its various departments: Applied Economics, Phahama Grain Phakhama (farmer development), Marketing and Communication, and Research. The golden thread between these different departments is technology transfer and information sharing. The aim is to communicate accurate, impactful, timely, and accessible information that will enable farmers to make informed decisions. Data is the new gold, and how we collect and process it will determine its usability by the farming community.