“…Such imaginings and hopes are thus key drivers of directionality in the broader innovation systems that support (or conversely, do not support) transformative change towards sustainable future food systems (Hekkert et al, 2020;Klerkx and Rose, 2020;Pigford et al, 2018;Klerkx and Begemann, 2020). The important performative role of frames and imaginings by agri-food tech companies, farmers and their advisors, and in farming and food media outlets has already been noted for several so-called Agriculture 4.0 technologies such as digital agriculture, vertical farming, gene editing and cellular agriculture (Chiles, 2013;Mouat et al, 2019;Kuch et al, 2020;Barrett and Rose, 2020;Broad, 2019;Broad, 2020a;Broad, 2020b;Klerkx and Rose, 2020;Clapp and Ruder, 2020). These authors note that such frames and imaginings are often about raising positive expectations and hype and display what has been called 'agri-food tech solutionism' (Fairbairn and Guthman, 2020), but may downplay negative social, environmental, economic, health, nutrition, and food justice effects and overestimate agricultural viability and feasibility of these Agriculture 4.0 technologies.…”