---
title: "Keynote Case Study: J.R. Simplot Company: Agriculture, Food and Retail Were Colliding Into One Future."
canonical: https://jimcarroll.com/2017/07/keynote-case-study-j-r-simplot-company-agriculture-food-and-retail-were-colliding-into-one-future/
updated: 2026-09-28T21:17:11+00:00
---

# Keynote Case Study: J.R. Simplot Company: Agriculture, Food and Retail Were Colliding Into One Future.

Speaking to more than 400 Simplot executives across marketing, product development, legal, supply chain and finance in Phoenix, I connected the accelerating pace of agricultural science with changing consumer behaviour and faster-moving brand and retail realities.

The keynote, *“The Future of Food, Agriculture, Retail and Consumer Behaviour,”* A complex global food company needed one shared view of change across science, supply chain, consumers and markets.

![](https://jimcarroll.com/wp-content/uploads/2026/09/Simplot_case_study_page_1.png)

A complex global food company needed one shared view of change across science, supply chain, consumers and markets.

![](https://jimcarroll.com/wp-content/uploads/2026/09/Simplot_case_study_page_2.png)

Six trends are shaping that shift.

- **Agricultural Science.** Genomics, materials and new production science accelerate what is possible on the farm.

- **The Next-Gen Farmer.** A more digital generation brings new expectations for tools, data and decision-making.

- **Consumer Velocity.** Tastes, health priorities and food expectations continue to shift at high speed.

- **Brand Acceleration.** Marketing cycles compress as consumer attention and competitive signals move faster.

- **Smart Supply Chains.** More data creates opportunities for visibility, resilience and faster response.

- **Retail Convergence.** Food production, agriculture, retail and consumer technology increasingly operate as one system.

The future of food is science-driven, data-rich, consumer-led and increasingly connected.

When 400 executives from marketing to legal to supply chain sit in the same room, the real message isn’t about any one department — it’s that the whole system now moves together, or it doesn’t move at all. You can explore more [keynote case studies here](https://jimcarroll.com/tag/case-studies/).