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Neil Pein, CEO of BNP Paribas Leasing Solutions, speaks to FoodBev about how Product-as-a-Service models can support European farmers facing mounting economic pressures, population growth, climate change and sustainability demands – giving them greater access to cutting-edge technology, financial flexibility and a more resilient future.

‘Empty shelf syndrome’ has become all too familiar for shoppers across Europe. Shortages are an almost daily occurrence in food supply, from olive oil to honey and, more recently, items like cauliflower and broccoli. But this empty shelf space is more than just a supply chain hiccup: this is a symptom of deeper-rooted problems in farming.

The farming community is no stranger to hardship braving – unpredictable weather, tight finances, rising production costs and the demands of the land. Incomes are dropping, and many are being forced to close shop altogether. The European Union has seen a huge 37% drop in farms since 2005, with 5.3 million farms disappearing over just 15 years.

At the same time, farmers are facing growing heat to invest in more sustainable farming practices, while many are struggling to make ends meet. Tightening regulations, new policy changes and green subsidies are changing ways of working on farms. Many are racing to play their part in building a more sustainable future – and the stakes are far greater than just keeping shelves full.

A PaaS-ing trend?

Farmers are now looking in other directions to manage business risks and costs, while having to tighten their belts. Product-as-a-Service (PaaS) business models are stepping in as a solution to respond to the challenges of modern farming. PaaS models allow customers to pay for the services and outcomes a product can provide, rather than paying for the ownership of the asset itself.

For farms, this opens the door to modern, sustainable and expensive assets, which may otherwise be out of reach – such as ground-based sensors, drones, autonomous tractors, or GPS technology. These costs are spread over the contract’s duration, providing financial flexibility, predictable expenses and the freedom to reinvest in growth.

PaaS is a win-win for manufacturers, too. Offering PaaS contracts can unlock predictable revenue streams for manufacturers by offering services that span the entire lifecycle of farm machinery. It’s a well-known fact that machinery, like combine harvesters and tractors, comes with a hefty price tag. With long asset lifespans, moving away from one-time sales helps manufacturers to diversify their revenue opportunities and build long-term relationships with farmers.

The future of farming is circular

Traditionally, the high cost of equipment has made it tough for farmers to modernise and invest in new, sustainable tools, with steep upfront costs being a major barrier. PaaS solutions are emerging as a way to democratise access to the tools they need to adapt and succeed.

The EU’s Farm to Fork (F2F) strategy, introduced under the European Green Deal, has added urgency to updating outdated farm machinery and lean into circular economy principles. The F2F strategy aims to shift the current EU food system towards a sustainable model, with ambitious goals to halve the use of pesticides and fertilisers, reduce food loss and waste, and promote more sustainable production and consumption habits.

Under these goals, pay-per-use contracts for advanced equipment like seeders and sprayers can add real value for farmers. By keeping upfront costs low, PaaS enables farmers to use precision farming methods that comply with the F2F strategy, help manage rising fertiliser costs, as well as protect water, soil and air quality.

What’s more, PaaS agreements support sustainability aims by letting manufacturers reclaim valuable materials at the end of a machine’s life. They can also offer options like maintenance and spare parts. This not only supports the circular economy, but also provides a buffer against raw materials price fluctuations and supply chain disruptions.

Giving farmers tools at their fingertips

Farmers are familiar with the risk and disruption facing the sector. Across Europe, farmers have been taking to the streets to protest issues like EU subsidy delays and bureaucracy, while in the UK, thousands marched against upcoming inheritance tax changes on agricultural assets over £1 million starting April 2026.

Pinching pennies, compounded by the growing impacts of climate change – like natural disasters and unpredictable weather patterns – are pushing the adoption of digital tools to the forefront, promising to lower operating costs and improve precision and accuracy.

PaaS models leverage digital asset management, giving farmers the data insights to monitor equipment usage and performance like never before. This can span soil moisture levels, temperature fluctuations and livestock behaviour – offering data at their fingertips to better manage crops, minimise waste and weather the challenges ahead.

The future of farming is rooted in a combination of financial flexibility and sustainable practices. With access to cutting-edge tools without the burden of high upfront costs, farmers can meet more stringent sustainability regulations, meet the food security needs of a growing population and reduce operating costs – ensuring stocked shelves become the norm, rather than the exception.