How Outside Forces are Shaping the Food System with Ian Proudfoot, KPMG

We've spent a lot of time this year talking about the future of specific sub-spaces of the food system– fertilizer, vertical farming, alternative protein, and ag retail, just to name a few. We’ve focused a lot on the existing internal trends and pressures that help us predict what might be coming next, but we’ve talked less about the factors outside of the expected, not least the way that people - from lawmakers, to organizations, to consumer groups- might be able to play a more active, and less reactive, role in shaping that future.

Today we’ve asked Ian Proudfoot, Global Head of Agribusiness at KPMG, to help us explore that question, specifically as it relates to the conclusions included in KPMG’s most recent 2023 Agribusiness Agenda

In this episode, Ian speaks about:

  • How generational mindset shifts are upending management hierarchies in the food and ag world
  • The potential for generative AI to fundamentally alter transparency and storytelling in the food system
  • The growing role of the ocean in food models, and the urgency of solving ongoing issues around ownership and rights


The information in this post is not investment advice or a recommendation to invest. It is general information only and does not take into account your investment objectives, financial situation or needs. Before making an investment decision you should read the information memorandum and seek financial advice from a professional financial adviser. Whilst we believe Information is correct, no warranty of accuracy, reliability or completeness is given, except for liability under statue which cannot be excluded.

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Key takeaways

  • [00:09:08] Tackling inclusion when building national food system models
  • [00:19:59] The role of moderation in a radically transparent world
  • [00:26:30] The ongoing transition from manual to tech work

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