Meeting consumer demand.

When today's consumers visit the market, they know what they want. They want high-quality, fresh fruits and vegetables with the security of unquestioned food safety. Growers are challenged to understand this consumer mindset and adapt their practices in order to keep up with consumer demand and remain profitable.

In order for growers to fully meet consumer demand they must first understand and connect with the consumer on an emotional level. Growers must tailor their practices to find a good balance of science and technology, while still considering the mindset of their customers. As more and more consumers become environmentally conscious, growers must consider options such as using ethanol on their farms, post-harvest coatings, and new crop protection products that will allow them to supply the consumer of the future.

We, as NAMA members, are challenged to keep this shift in demand and focus in mind, and facilitate positive communication between growers and consumers. And, as always, we must consider the implications of the messages we provide for our own customers. For many of us this means that we will need to focus on areas that are more removed from the science of agriculture and become more focused on helping the grower effectively communicate to and educate the end-use customer of agricultural production.

Let's Think Big and make 2007 a great year for agricultural!