Producers can try to be proactive but invariably must respond and adapt to the changing market place after the fact. As we head into the new millennium we have so many choices for our production and for our products. So many more than we had 30 years ago. Today's discussion was to touch on new marketing developments in the fruit and vegetable economy and how to adapt to those market changes. There is little I can say that hasn't already been described in depth in the myriad of agricultural publications and journals that so adequately cover our industry.
Every new edition has interviews and introspections on where the industry is and where it's headed.
I think most of us depend on these kinds of communications to keep our fingers on the pulse of the industry. Trade shows and conventions enhance our ability to keep abreast of market trends. Sometimes I feel like a dinosaur as I read article after article describing pioneering businesses flourishing in this competitive environment. Evolution is the process of adaptation and today I feel qualified to speak about the survival of the urban farmer and our experience with urbanization and how it impacts positively and negatively on our ability to compete. I farm in Orange County, California.