Consumers care about what they eat and where it came from, which makes the food supply chain unique as rapidly changing consumer preferences and demographics immediately send ripples all the way upstream to the farm. Further, consumer preferences are frequently not anchored in science and consumers often behave in ways that are contradictory to their stated goals. The result is a food supply chain needing to serve often opposing market trends, from the well consumer demanding convenient, low-sugar, personalized, organic, and non-GMO food experiences at low cost to the chronically ill consumer, for whom food plays a pivotal role in health. While the brand and financial risks are high for bringing the wrong technologies to market, consumers are also willing to pay a premium for the right combinations.
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