## 5 Discussion
These findings may be interesting, especially from the perspective of adopting Food Informatics technologies in countries such as Colombia, which has a mountainous geography, and particularly for products such as coffee and cocoa, where the levels of technological adoption are much lower [98]. In contrast, flat-area crops such as rice have a much greater capacity for technological adoption [116]. Similarly, other studies have been aimed at identifying differences in adoption patterns based on the geographical location of the farms [83; 98]. For the production link, the main predictors are associated with benefits for crop management, increased production, and reduced costs [10]. Another relevant aspect is the recommendability of other users, which improves usability and allows for a better understanding of the usefulness of the technology [10]. An interesting element for the production link is how the belief in reducing the environmental impact derived from implementing Food Informatics technologies can facilitate the adoption process [10; 79; 104; 115]. For the marketing link, a critical barrier to the adoption of technologies is associated with organizational innocence seen from the leadership and the strategy that the company  
Figure 9: Cross-analysis of barriers and enablers or facilitators for the adoption of Food Informatics technologies in agri-food chains. deploys to facilitate the adoption processes and improve its performance, that is, if management is clear about the benefits and use of the technology, its adoption is facilitated. Other research suggests that the lack of awareness about the potential benefits also becomes a critical barrier to implementing supply chain 4.0 [140]. Studies show the importance of developing technological competencies and their homogeneity when implementing or adopting Food Informatics technologies in agri-food chains. This level of maturity emerges as a key driver at the time of introduction into the implementation processes [144]. In the marketing link, research shows that the willingness to share data across the value chain using Food Informatics technologies implies a high level of commitment and responsibility that must be compensated by profits or value on the part of the consumer to generate a return on that effort [137]. The easiest way for consumers to access information is by scanning a QR code. Different studies agree that having information available in this way helps increase trust and transparency among customers in chains such as coffee, meat, vegetables, eggs, and milk [53]. However, at the trust and transparency levels, other studies have shown that seals associated with Blockchain traceability increase the perceived quality of the products, positively impacting their purchase intention, compared to the use of QR seals that do not have the same effect on traditional brands or brands positioned in the market [52]. Another important aspect is the scalability of this type of technology, as indicated by [PERSON] et al. [9]. These authors stated that many of the Food Informatics technology implementation initiatives are still considered pilots or small-scale projects, which is why it becomes a significant barrier from the perspective of the integration of the links in a business model that benefits all those involved. In turn, public policy incentives or regulations could be decisive in facilitating these types of transactions [9]. This study reveals that age and educational level significantly influence the perceived complexity of adopting Food Informatics technologies. While certain barriers can act as enablers, such as a higher level of education, it is clear that advanced technologies may require specialized training to improve their usability. Research indicates that postgraduate-level farmers are likelier to adopt precision agriculture technologies, especially at the master's level. For the processing link, the maturity and preparation of chain actors are crucial factors for adoption.