# Keynote Case Study: J.R. Simplot Company: Agriculture, Food and Retail Were Colliding Into One Future.
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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.A complex global food company needed one shared view of change across science, supply chain, consumers and markets.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.

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Source: https://jimcarroll.com/2017/07/keynote-case-study-j-r-simplot-company-agriculture-food-and-retail-were-colliding-into-one-future/