Here we reflect on how a multi-disciplinary working group explored the ethical complexities of the use of new technologies for data sharing in the food supply chain. We used a three-part process of varied design methods, which included collaborative ideation and speculative scenario development, the creation of design fiction objects, and assessment using the Moral-IT deck, a card-based tool. We present, through the lens of the EPSRC’s Framework for Responsible Innovation how processes of anticipation, reflection, engagement and action built a plausible, fictional world in which a data trust uses artificial intelligence (AI) to support data sharing and decision-making across the food supply chain. This approach provides rich opportunities for considering ethical challenges to data sharing as part of a reflexive and engaged responsible innovation approach. We reflect on the value and potential of this approach as a method for engaged (co-)design and responsible innovation.