End users require direct relationships with all members of the value chain. Information must flow freely between all value chain participants to constantly improve product quality and to produce products consumers want. Producers must produce for specific end users, not for the market. Buyers must know sellers and sellers must know buyers. Price, which is cost focused must be replaced by value which is customer focused.
Risk transfer goes beyond price to include factors such as food safety and traceability.
The total food system will share and allocate risk according to investment in information, capital, relationship and revenue. In addition, Frank is president and owner of AgirBiz and Associates . The firm's mission is to provide solutions to feed a growing world population in harmony with the environment, the market and consumers. Consulting clients include corporate, industry, and academic throughout the world. Clients include Fortune 500 firms, international commodity exchanges, international and regional agricultural exporters, food processors and manufacturers, cooperatives, and related industry trade associations.