Changing Dynamics of the Global Supermarket

With a growing population comes an increased demand in food. Today about 50% of us live in towns and cities but by 2050, this is expected to rise to between 70 and 85%. This will also mean a change in income and food dynamics. As income rises, the amounts, types and reasons we buy specific food change. The ways we make food purchase decisions are already evident as we see in the changing dynamics of the global supermarket playing out in our own local grocery stores. We are now looking for the right nutrients, not just the right food. We look beyond the label at the message behind the products we buy. There has never been a time that the consumer has felt as empowered as now and at the same time as far away from the farm. We must find the balance for sustainable food production, production of energy, and protection of resources while satisfying the consumer demands we face. We in agriculture must think differently from how we have in the past by adopting new technology at a faster pace and communicating in a way we never have before. This dynamic environment will define how our world looks in the future and holds incredible opportunities to shape our globe. ACE Principle: improving the performance of the Animal, satisfying the Consumer, and protecting the Environment. The balance of these three elements is critical.