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FUTURE FOCUS
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Change is in the air … not only with the turning of the season but also with the turning of the year . are enthusiastic and driven about the future of farming . The world population is growing fast , so agricultural production must be significantly increased , which leads to massive opportunities in agriculture . Four trends accompany this : 1 ) Food security has found its way onto centre stage in national agendas ; 2 ) There have been significant increases in agricultural investment around the globe ; 3 ) Customers are becoming better educated about food and sustainable production ; and 4 ) Food quality and safety are under the spotlight .
Other significant trends are : 1 . Producers need to get smarter , better and more efficient to meet the growing demand for food , fibre and energy . 2 . Scientific developments will continuously present new methods of improving crop and livestock yield .
3 . By adopting new methodologies , products , partnerships and ideas farmers will thrive .
4 . Agriculture is likely to play a huge role where countries strive to reduce their dependency on oil and natural gas . It is expected that there will be $ 1,2 billion in new income for US farmers and rural landowners who get involved with new energy sources such as wind-power .
5 . A new generation of technology-weaned , innovative younger people will take over the family farms and introduce new technologies to farming .
6 . Data driven agriculture will provide accurate information , fertiliser schedules and improved precision in the use of resources to improve cost effectiveness . Fast decision-making processes are facilitated through smart phones .
7 . Major chemical companies are turning their attention to using biological organisms to battle weeds , insects and diseases . This will require a different mind-set from chemical control methods .
8 . Regulation requirements are a frustrating trend in agriculture as pressure is placed on farmers to track the origin of commodities and products grown for consumption . The paper trail will require farmers to keep accurate records .
9 . Partnerships will define success . No one individual or organisation can know everything there is to know . There will be more partnerships between growers and advisers , suppliers , buyers , retailers .
Carroll notes that farmers can be innovative , but some are stuck with a negative mind-set . The ‘ Apathetic Minority ’ tends to seek out the same old advice from their same old sources , are afraid to try out new ideas or innovations and have a low tolerance for any risk . On the other hand , ‘ Future Positive ’ farmers are optimistic and see the demand for increased food production as a massive opportunity . They are business-minded and willing to test out new ideas .
Their approach is collaborative so they network broadly . They are intergenerational , lending their ears to old farmers for wisdom but also embracing the youth with their more technology-based approach . Their bottom line has three drivers : profit , planning and growth and they will adapt to achieve these targets .
In its hey-day the Kodak film company ranked as the fourth most valuable brand in the United States , behind Disney , Coca- Cola and McDonald ’ s . Then the digital camera was invented by a Kodak engineer in the seventies ; but nowhere in the process did it need to use any 35mm-film or printing chemicals upon which the entire Kodak business model was founded . Kodak managers were too blind to recognise the threat to their profits . Their failure to change and adapt to a digital era saw them rapidly lose market share and in 2012 , Kodak filed for bankruptcy .
Lessons to be learned :
• Always keep a look out for ‘ the next big thing ’;
• Never forget where you have come from and why you started out ;
• Technology changes , recognise its value ;
• Stay flexible , be innovative and make smart decisions fast ;
• Adopt change as part of your business model , test new things and learn from mistakes .
To be a ‘ Future Positive ’ farmer one must embrace change , be willing to learn - and re-learn - and be innovative . Or else risk having an own “ Kodak Moment ”!!
SENWES Scenario • FEB / MAR 2017 55