Reframing Agribusiness: Moving from Farm to Market Centric
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Agribusiness is moving from farm to market centric, where effective activities anticipate
and respond to customers, markets, and the systems in which they function. This
evolution requires a broader conceptualization and more accurate definition, to
convey a more dynamic, systemic, and integrative discipline, which increasingly is
committed to value creation and the sustainable orchestration of food, fiber, and
renewable resources. We discuss the forces driving this shift to the market, offer a
new and more representative definition of agribusiness, provide models to illustrate
some of the most compelling trends, and articulate key elements and implications of
those models.