# Keynote: Texas Cattle Feeders Association Annual Conference, Amarillo – Agriculture 2020
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Jim Carroll delivered the Day 2 opening keynote address at the Texas Cattle Feeders Association Annual Conference in Amarillo, Texas in November 2011, speaking to feedlot operators and cattle industry leaders representing some of the largest ranching operations in the United States — individual operations with upwards of 30,000 to 50,000 head of cattle and billion-dollar revenue footprints. The talk explored the extraordinary global growth opportunity in the beef sector: per capita meat consumption in China projected to rise 49%, India 79%, and Brazil 22% by 2030, all against a backdrop of global population growth that would require doubling total food production within a generation. Carroll challenged his audience — who, he noted, were the first keynote audience he had encountered having their boots shined while listening — to see past near-term commodity price cycles and engage with the bold innovation thinking required to capture their share of a fundamentally transformed global food system. The session was covered in Farm Progress magazine and became one of Carroll’s most-cited agricultural keynotes of the year.

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Source: https://jimcarroll.com/2011/11/keynote-texas-cattle-feeders-association-annual-conference-amarillo-agriculture-2020/