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<p>Foreword xiii</p> <p>Acknowledgments xv</p> <p><b>Part 1 Agriculture and the Food Industry 1</b></p> <p><b>1 The Role of Agriculture in Today’s Food Industry 3</b></p> <p>1.1 Introduction 3</p> <p>1.1.1 The Four Building Blocks 4</p> <p>1.1.2 Some History of Agriculture 5</p> <p>1.1.3 Eat More and Increase the Likelihood for Survival 6</p> <p>1.1.4 Food Can Be Grown and Plants Can Be Bred: What’s Next? 7</p> <p>1.1.5 From Very Old to Rather Recent Food?]Preservation Techniques 9</p> <p>1.2 Agriculture: The Main Supplier to the Food Industry 10</p> <p>1.2.1 Artificial Ingredients 10</p> <p>1.2.2 The Main Raw Material Sources 11</p> <p>1.2.3 Milk’s the Star 12</p> <p>1.2.4 Milk…What Else? 13</p> <p>1.2.5 Other Excursions from Food 14</p> <p>1.2.6 Noncompeting Alternatives 15</p> <p>1.3 Agriculture’s New Role in Light of Food and Health 16</p> <p>1.3.1 Decades of Food Safety Rules and Regulations 18</p> <p>1.3.2 More Rules: What Do We Do? 20</p> <p>1.3.3 Raw Materials and Processes Become More Sophisticated 21</p> <p>1.4 Most Likely Drivers for Change in the Agriculture Industry 23</p> <p>1.5 Summary and Major Learning 25</p> <p>References 27</p> <p><b>2 Water Management in Modern Agriculture: The Role of Water and Water Management in Agriculture and Industry 29</b></p> <p>2.1 Introduction 29</p> <p>2.2 Multiple Dimensions of Water 30</p> <p>2.3 On the Evolution of Water Institutions and Policies 33</p> <p>2.4 Reforming Water?]Resource Management at the Micro?]Level (Farm and Field) 35</p> <p>2.5 Reforming Regional Water?]Allocation Regimes 38</p> <p>2.6 Improved Water Project Design 42</p> <p>2.7 Improved Water Quality 43</p> <p>2.8 Climate Change 44</p> <p>2.9 Summary and Major Learning 46</p> <p>References 47</p> <p><b>3 Innovation in Plant Breeding for a Sustainable Supply of High?]Quality Plant Raw Materials for the Food Industry 53</b></p> <p>3.1 Introduction 53</p> <p>3.2 Challenges for Future Agricultures and Food Industries 54</p> <p>3.2.1 Strongly Growing Food Needs 54</p> <p>3.2.2 Energy Issues 56</p> <p>3.3 Genetic?]Based Techniques for Plant Breeding in the Context of Agricultural Production 59</p> <p>3.3.1 Genetic Innovation and Agronomic Practices 59</p> <p>3.3.2 The Process of Plant Breeding and Its Main Limitations 61</p> <p>3.3.3 Preliminary Conclusions 67</p> <p>3.4 Trends: Shift in Allocation of Resources to Global Needs? 68</p> <p>3.4.1 Methodology 68</p> <p>3.4.2 Analysis of Investment in Seed Research and Development 69</p> <p>3.4.3 Analysis of Deviations and Distortions of R&D Investments and Production Volumes 71</p> <p>3.5 A First Set of Conclusions and Recommendations 77</p> <p>3.6 Summary and Major Learning 80</p> <p>3.7 Appendix Tables 81</p> <p>References 85</p> <p><b>4 The Agriculture of Animals: Animal Proteins of the Future as Valuable and Sustainable Sources for the Food Industry 87</b></p> <p>4.1 Livestock and Animal Husbandry 87</p> <p>4.1.1 How We Got to Now 88</p> <p>4.2 Animals: A Source of High?]Quality Proteins 89</p> <p>4.3 Animal Protein Demand in Emerging Markets 90</p> <p>4.4 Optimal Animal Welfare: Sustainable, Humane, and Healthy 93</p> <p>4.4.1 Animal Production Increase 95</p> <p>4.5 Animal?]Breeding Programs 97</p> <p>4.5.1 Genomic Breeding of Animals 98</p> <p>4.6 The Use of Big Data for Management and Genetic Evaluations 102</p> <p>4.7 Summary and Major Learning 106</p> <p>References 108</p> <p><b>Part 2 The Future of the Food Industry 109</b></p> <p><b>5 The Food Trends—The New Food—Enough Food? 111</b></p> <p>5.1 Historical Food Trends: From Then to Now 111</p> <p>5.1.1 Food and Beverages during the Period of Classical Greece 111</p> <p>5.1.2 Food and Beverages in the Roman Empire 113</p> <p>5.1.3 Food in Medieval Times in Central Europe 115</p> <p>5.1.4 From European Renaissance and Enlightenment to the First Industrial Revolution 118</p> <p>5.1.5 Food in the 20th Century: The Real Food Revolution 121</p> <p>5.2 Present?]Day Food Fashions and Trends: A Never?]Ending Story 124</p> <p>5.2.1 Food and Nutrition Trends: A Story of Perception, Deception, and Beliefs 125</p> <p>5.3 New Food Sources: New Protein Sources 128</p> <p>5.3.1 Insects: A New Food Source? 129</p> <p>5.3.2 Increased Food Security through Exploiting New Protein Sources 130</p> <p>5.3.3 A “Crazy” Idea for Other Food Sources: Beyond Proteins 131</p> <p>5.4 Vegetarian Food and Its Potential Societal and Economic Impact 132</p> <p>5.5 Urban Gardening and Urban Agriculture 134</p> <p>5.5.1 The Urban Bee?]Highways 136</p> <p>5.6 Summary and Major Learning 137</p> <p>References 138</p> <p><b>6 The New Food Industry Business Model: From B2C to B2B, from Product Manufacture to Selling Know?]How, and from Now to Then 141</b></p> <p>6.1 The Old: Develop, Manufacture, and Sell (“Demase”) 141</p> <p>6.1.1 The Fall of the Righteous 142</p> <p>6.2 The New: The Customer Is King, the Consumer Is an Enabler, and from B2C to B2B 144</p> <p>6.2.1 Slotting Allowance 145</p> <p>6.2.2 Retailers Become the Most Important Partners for Food and Beverage Companies 146</p> <p>6.2.3 How This Could Work: A Possible Path and Examples 147</p> <p>6.3 From Selling Products to Selling Know?]How 150</p> <p>6.3.1 The Knowledge?]Centric Company 152</p> <p>6.3.2 Engaging, Interacting, and Selling: The New Etiquette 154</p> <p>6.4 The Community of Consumers: It’s What They Want that Counts! 155</p> <p>6.4.1 The Consumers Become Involved 158</p> <p>6.5 Food?]Related Trends and Hypes in Today’s Societies: An Outlook to the Future 161</p> <p>6.6 Summary and Major Learning 163</p> <p>References 165</p> <p><b>7 The Internet of Just about Everything: Impact on Agriculture and Food Industry 167</b></p> <p>7.1 Modern Cooking: Forward to the Past 167</p> <p>7.1.1 The Role of Robotics and Connectivity 169</p> <p>7.2 Everything Is Online and Everyone Is Online—All the Time 171</p> <p>7.3 Food and Agriculture: The New Hardware and Software 174</p> <p>7.3.1 Big Data Are Here to Stay 176</p> <p>7.3.2 Agriculture and Space Science: The New Connection 176</p> <p>7.3.3 Impact on the Food Industry and the Consumer in the Middle 178</p> <p>7.4 An Attempt at Peaking Ahead: Will There Still Be an Agriculture or Food Industry? 179</p> <p>7.4.1 Bigger Is Not Always Better 180</p> <p>7.4.2 Elements that Will Stay and Others that Might Disappear 182</p> <p>7.5 Summary and Major Learning 186</p> <p>References 189</p> <p><b>8 Nutrition: The Old Mantra … the New Un?]Word 191</b></p> <p>8.1 Nutrition: What’s All the Fuss about? 191</p> <p>8.1.1 The Hottest New Food Trends 192</p> <p>8.1.2 The Debate Continues: What’s Good and What’s Not Good for You? 195</p> <p>8.1.3 And Here We Go Again: Fasting Can Do You an Awful Lot of Good 196</p> <p>8.1.4 A Few Simple Tips When It Comes to Healthy and Happy Eating 197</p> <p>8.2 A Bit of Nutrition History 198</p> <p>8.2.1 Low and Reduced, Lower and “Reduced?]Er”: Low or Reduced Fat 202</p> <p>8.2.2 Low or Reduced Salt 203</p> <p>8.2.3 Low or Reduced Sugar and No Sugar 204</p> <p>8.2.4 Low Saturated Fats, Good Monounsaturated Fats, More Polyunsaturated Fats, and Lots of Ω3 Fats 206</p> <p>8.3 Typical Nutrition Controversies 208</p> <p>8.3.1 So Many Recommendations…Too Many? 208</p> <p>8.3.2 More Controversies 210</p> <p>8.4 Food and Claims, Food and Benefits 211</p> <p>8.5 Summary and Major Learning 214</p> <p>References 217</p> <p><b>Part 3 The New Food World 219</b></p> <p><b>9 A Food Company Transforms Itself 221</b></p> <p>9.1 The Not?]So?]New Realities 221</p> <p>9.1.1 Automation Is Here…For Quite Some Time Actually 223</p> <p>9.1.2 The Novel Directions in Food and Agriculture are Governed by Regulatory Involvement 225</p> <p>9.1.3 All?]Natural Industrial Food Products: The Way Forward? 226</p> <p>9.2 From Product to Know?]How Seller: An Encore 227</p> <p>9.2.1 Some Assumptions as to How This May Function 228</p> <p>9.2.2 What are Possible Consequences for Food Ingredient Suppliers? 230</p> <p>9.3 Anticipating the Inevitable: Possible Scenarios 234</p> <p>9.3.1 Possible Future Models and Scenarios 238</p> <p>9.3.2 The Return Of Medical Food? 239</p> <p>9.4 Reality or Fiction? Reality and Fiction! 241</p> <p>9.4.1 A New Manufacturing Reality 242</p> <p>9.5 Summary and Major Learning 244</p> <p>References 246</p> <p><b>10 Food for the Future: A Future for Food 247</b></p> <p>10.1 Proactive Agriculture 247</p> <p>10.1.1 What If Agriculture Anticipated Real Food Requirements and Trends? 249</p> <p>10.2 Democratized Agriculture 252</p> <p>10.2.1 Agrihood 253</p> <p>10.2.2 Permaculture 254</p> <p>10.2.3 From Large to Small 259</p> <p>10.2.4 The Growing Role of Urban Agriculture: Self?]Centeredness or Community Driven? 261</p> <p>10.3 Agriculture and Food Manufacture in Exotic Places 264</p> <p>10.3.1 An Ice Cream Factory in Greenland? 265</p> <p>10.3.2 A Chocolate Factory in Ghana? 266</p> <p>10.4 A Future for Food 269</p> <p>10.4.1 What about the Role of Restaurants? 269</p> <p>10.4.2 Pet Food Is Food, Too 270</p> <p>10.4.3 Will We Eat Food in Pill Format? 271</p> <p>10.5 Summary and Major Learning 273</p> <p>References 274</p> <p><b>11 Summary and Outlook 277</b></p> <p>11.1 Introduction 277</p> <p>11.1.1 The Role of Agriculture in Today’s Food Industry 278</p> <p>11.1.2 Food?]Preservation Techniques 279</p> <p>11.1.3 Agriculture Is the Main Raw Material Supplier to Be Transformed to Food 280</p> <p>11.1.4 Nonfood Uses of Agricultural Raw Materials 280</p> <p>11.1.5 Agriculture in a World of Rules and Regulations 280</p> <p>11.1.6 Food Raw Materials and Process Became More Sophisticated and Complex 281</p> <p>11.2 Water Management in Modern Agriculture 281</p> <p>11.2.1 The “Water Reform” 282</p> <p>11.2.2 Water Productivity 282</p> <p>11.2.3 Water?]Related Government Policies 283</p> <p>11.2.4 Getting It Right: Policies and Price 283</p> <p>11.2.5 Controlling Water Quality 284</p> <p>11.3 Innovation in Plant Breeding: High?]Quality Plant Raw Materials for the Food Industry 285</p> <p>11.3.1 Agricultural Plant Output: The Essential Raw Material Source for the Food Industry 285</p> <p>11.3.2 Demand Forecast Based on Food Requirements 285</p> <p>11.3.3 Genetic Improvement of Cultivated Crops 285</p> <p>11.3.4 The Major Crops versus “Orphan Crops” 286</p> <p>11.4 The Agriculture of Animals: Valuable and Sustainable Sources for the Food Industry 286</p> <p>11.4.1 Growing Population: Growing Amount of Livestock 287</p> <p>11.4.2 Animal Health and Intensive Farming 287</p> <p>11.4.3 Animal Breeding 287</p> <p>11.4.4 Good Farm Management: Good Data Management 288</p> <p>11.5 The Food Trends—the New Food—Enough Food? 288</p> <p>11.5.1 Food and Beverage Fashions and Trends of the Past 289</p> <p>11.5.2 The “Real” Food Revolution of the 20th Century 289</p> <p>11.5.3 Present?]Day Food and Nutrition Trends 290</p> <p>11.5.4 New Food Sources: New Protein Sources 290</p> <p>11.5.5 Vegetarian Food and Its Impact on Society 291</p> <p>11.5.6 The Role of Urban Agriculture and Bees 291</p> <p>11.6 New Business Models for the Food Industry 292</p> <p>11.6.1 From “Consumer Is King” to “Customer Is King”: Retailers Become Real Partners 292</p> <p>11.6.2 Good?]Bye to Selling Products and Hello to Selling Know?]How 293</p> <p>11.6.3 Consumers Become Involved 294</p> <p>11.7 The Internet of Just about Everything and What This Means for Agriculture and Food 295</p> <p>11.7.1 Modern Cooking: A Brief Look to the Past 295</p> <p>11.7.2 Robotics and Connectivity 296</p> <p>11.7.3 Food and Agriculture: Big Data 296</p> <p>11.7.4 Will There Still Be Agriculture and Food Industries? 297</p> <p>11.7.5 What Will Remain, and What Will Disappear? 297</p> <p>11.8 Nutrition: What Else? 299</p> <p>11.8.1 Healthy and Happy Eating 299</p> <p>11.8.2 A Short History of Nutrition 300</p> <p>11.8.3 Nutrition Controversies 301</p> <p>11.8.4 Claims and Benefits 302</p> <p>11.9 The Company Transforms Itself 302</p> <p>11.9.1 The Role of Automation: Threat or Blessing? 303</p> <p>11.9.2 Regulatory Involvement in the Industry 303</p> <p>11.9.3 The New Business Model 2.1 304</p> <p>11.9.4 Scenarios of Relevance for Food and Agriculture 304</p> <p>11.9.5 Medical Food: A Future? 305</p> <p>11.9.6 Reality or Fiction? 306</p> <p>11.10 Agriculture Listens, Finally? 306</p> <p>11.10.1 Agriculture and Farming at the Fingertips of Everyone 307</p> <p>11.10.2 Small Is Beautiful 308</p> <p>11.10.3 Is Urban Agriculture a Sign of Self?]Centeredness or Is It Community Driven? 308</p> <p>11.10.4 Manufacturing Food Where It Makes Sense 309</p> <p>11.10.5 What Role Do Restaurants Play? 309</p> <p>11.10.6 The Role of Pet Food in the Food Industry 310</p> <p>11.10.7 Food in the Format of Pills? Will Consuming Food Pills Be Part of Megatrends? 310</p> <p>Index 313</p> <p> </p>

<p><b>HELMUT TRAITLER,</b> "Senior Innovation Connector" for Swissnex San Francisco, California, United States. <p><b>MICHEL DUBOIS,</b> UniLaSalle, Beauvais, France. <p><b>KEITH HEIKES,</b> Chief Executive Officer, Cooperative Resources International, Wisconsin, United States. <p><b>VINCENT PÉTIARD,</b> Founder of Plant Sciences and Technology Corporate R&D at Nestlé, France. <p><b>DAVID ZILBERMAN,</b> Professor who holds the Robinson Chair in the Department of Agricultural and Resource Economics, University of California at Berkeley, United States.

<p><b>Highlights and examines the growing convergence between the food and agricultural industries—the technological, environmental, and consumer-related drivers of this change, and the potential outcomes</b> <p>This is the first book of its kind to connect food and the food industry with agriculture, water resources, and water management in a detailed and thorough way. It brings together a small community of expert authors to address the future of the food industry, agriculture (both for plants and animals), and water—and its role in a world of increasing demands on resources. <p>The book begins by highlighting the role of agriculture in today's food industry from a historical perspective—showing how it has grown over the years. It goes on to examine water management; new ways of plant breeding not only based on genetic modification pathways; and the attention between major crops (soy, corn, wheat) and so-called "orphan crops" (coffee, cocoa, tropical fruits). The book then turns towards the future of the food industry and analyzes major food trends, the new food, and "enough" food; discusses possible new business models for the future food industry; and analyzes the impact that the "internet of everything" will have on agriculture and the food industry. Finally, <i>Megatrends in Food and Agriculture: Technology, Water Use and Nutrition</i> offers scenarios about how agriculture, food, and the food industry might undergo some radical transformations. <ul> <li>Assesses the evolution of food production and how we arrived at today's landscape</li> <li>Focuses on key areas of change, driven by both innovation and challenges such as new technologies, the demand for better nutrition, and the management of dwindling resources</li> <li>Highlights the role of better-informed consumers who demand transparency and accountability from producers</li> <li>Written by industry insiders and academic experts</li> </ul> <p><i>Megatrends in Food and Agriculture: Technology, Water Use and Nutrition</i> is an important resource for food and agriculture industry professionals, including scientists and technicians as well as decision makers, in management, marketing, sales, and regulatory areas, as well as related NGOs.

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