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Jim spent so much time customizing the presentation for one agricultural conference that at the conclusion, one fellow came up and asked him how long he had been a farmer!


In 2011, Jim was the opening keynote speaker for a conference that featured an audience of the top 100 cattle ranchers, feedlots and stockers in the US -- and thrilled the audience with his insight into global trends impacting the agriculture sector. Some of Jim's agriculture clients include • Farm Media Journal • FMC Agriculture • Texas Cattle Feeders Association • FCC Services US (Farm Credit Cooperative) • MicroBeef Technologies • Mid-America Crop Protection Association • FarmTech • AgProgress Conference • Agricorp • CropLife Canada • US Department of Agriculture • American Agriwoman Society • Syngenta • American Landscape and Nursery Association • Monsanto •

I’m featured in the July/August issue of AgriSuccess, the national publication of the Farm Credit Coop of Canada. You can read the article below, or access the PDF through the image.

Sadly, they printed only a small part of the interview! I dug into my e-mail archive, and so you’ll find the ‘missing bits’ after the end of the article below!


  • Development of Ag Ant and photonic weed detection next steps in crop management
  • Be open but cautious when looking at new technology
  • Crowd thinking making a big impact on technological change
  • Acceleration of science has profound implications for agriculture

Read the PDF version of the article by clicking on the image!

Acknowledged as one of the world’s leading global futurists, Jim Carroll has an extensive list of blue chip clients and has delivered keynote addresses around the world. He has operated his own advisory firm, J.A. Carroll Consulting, since 1989.

What equipment innovations do you see for agriculture in the years ahead?
At the University of Illinois, they have developed what they call the ‘AgAnt.’ It’s a prototype for an automated robot that can assess and detect stress, disease, weeds, soil status and pests. And at Edith Cowan University, they’re working to develop a ‘photonic weed detection system.’ It aims a series of laser pulses at the field, which are reflected back. A photo-detector then analyzes the information and provides instruction to a spray cylinder and valve as to where to apply a treatment.

Science is real. Science is fast. Science is accelerating. And agriculture is science.

I find it increasingly difficult to keep on top of many trends, simply because it is happening so fast. Just five years ago, I was on stage in Las Vegas speaking about this fascinating new, future idea of ‘3D printing.’ And then, just last year, I found myself on stage in front of a group of dental professionals, talking about the fact that 3D printing of dental implants, crowns and other implants, was coming into the industry at a very fast pace. 3D printing is expected to have ramifications for agriculture too. For instance, your local equipment dealership might in some cases be able to “print” a replacement part that you need.

You’ve said there have been some stunningly bad predictions in past decades. As we consider the range of current predictions, how should we sort the good from the bad?

That’s a tough one. Maybe the best ‘worst’ predictions were the ones that rockets would never reach the moon, or Bill Gates’s comment that 640K should be enough for everyone! And yet, some people carry it to extremes suggesting we will soon have elevators that will take us to space or to the moon. How do we sort out the real from the fanciful? Be open, but cautious.

You note that aggressive indecision often kills innovation in companies. Why is this happening?

During the economic downturn in 2001-02, I noticed that many of my clients, regardless of the industry, seemed to have lost their sense of direction. Quite simply, people decided not to make decisions – and they seemed to like it.

The result is an economy in which everyone seems to be stuck in a rut, unwilling and unable to move forward.

Why is this happening? In part, fear of the unknown. And that extends into the world of agriculture. We have a lot of farmers who are afraid to make decisions because the next unforeseen event might prove to have negative consequences.

So what do you do? Do you wallow in indecision, or make aggressive moves to position for a future in which ag only has an upside? I’m in the latter camp.

First, look for the warning signs: a mindset that is averse to any type of risk, an absence of any new product or marketing initiatives, or an organization that is stuck in a rut, wheels spinning, and no one has decided even to call a tow truck.

Second, realize that aggressive indecision means you’ll likely have to respond to external pressures faster than ever before. That’s because while people have learned they can hold off until the very last minute, they are also learning they can still get things right. This leads to a business cycle that involves extended periods of frustrated waiting, followed by a blur of activity as organizations rush about to respond to customers’ demands for instant action.

Third, be prepared to make bold decisions. Want to test it? Find the one big decision you’ve been deferring the longest, and decide one way or the other. Right now.

Technological change has been rapid in the past two decades. Will the rate of change slow, stay the same or accelerate in the years ahead?

It’s certainly going to accelerate – that’s why my tag line has become ‘the future belongs to those who are fast.’ There are numerous reasons why it is speeding up. Certainly the idea of ‘crowd thinking’ is having a big impact. We’ve got this big, global collaborative thinking and research machine with the Internet today.

Science itself is accelerating. The new global mind generates new knowledge at furious rates. We’re going from 19 million known chemical substances today to 80 million by 2025 – and five billion by 2100. The discovery of a single chemical substance permitted Apple to miniaturize a hard disk for the first iPad, which led to the birth of a new billion-dollar market.

The acceleration of science has profound implications for agriculture, since much of ag is science-dependent. Consider bio-genomics. The cost to sequence human, animal and plant genomes is collapsing at the same pace that the cost of computer chips collapsed.

Science is real. Science is fast. Science is accelerating. And agriculture is science.

Stuff that didn’t make the cut!

In some of your presentations you talk about the rise of urban farming and jobs for vertical farm infrastructure managers. Most farmers that I know see urban farming as a quaint idea rather than something that will feed a significant number of people. What’s your take on it?

It’s simple — the simple fact is that global food production has to double in the next 30 years to keep up with population growth, and there is little new arable land coming online.

Add to that some basic realities from an international perspective: By 2050, 70% of the world’s population will be living in cities. Africa is urbanizing so fast that by 2030 it will cease to be a rural continent

Those trends are already leading to the rapid growth of urban farming. I dug out research that shows that there already there are 800 million ‘city-farmers’ according to UN statistics — some 25% of population of Burkina Faso, 35% in Cameroon, 63% in Kenya, 68% in Tanzania. Consider this: 90% of the fresh vegetables in Accra, Ghana come from farming within the city! That’s why we are seeing a lot of agricultural research and innovation around the idea of vertical farming … and hence, a new profession of farmers involved in this field.

Vertical farming is just an example of the massive types of innovaton occuring throughout the global agricultural sector. That’s why futurists like me exist : our job is to remind those who are very involved in day to day realities, and who don’t have a lot of time to think about what comes next, that there is a tremendous amount of change occuring out there.

Lets’ come back to the idea of vertical farming — visit, which is a global initiative that brings together researchers, academics and others involved in this field. 20 years ago, we didn’t have that type of global mind, but today, we do. This provides for a lot of collaborative thinking, research and idea sharing. This accelerates the pace of innovation and discovery.

Or take a look at . This is an example of a community where people are using low-cost computers known as “Raspberry Pi’s” ($5 to $35 per computer) to advance vertical farming concepts. Sure, it might involve hydroponics, but the fact that tech-enthusiasts can share softawre and code also accelrates technology.

Is there any risk from relying on too much leading edge technology?

There is a tremendous amount of risk — privacy, security, criminal activities, social and ethical challenges. The list goes on. That doesn’t mean the pace of technological change is going to slow down.

When I talk about this on stage, I often help people think about their discomfort with change by quoting Ogden Nash, who observed that, ‘for some people, progress is great, but its gone on way too long.’ That I think captures in a nuthsell the reality that we faced with today. Many in my generation — baby boomers — are extremely uncomfortable with the rapid change that envelopes us.

But I really believe that its going to be differen with the next generation : my sons are 21 and 23, and I really believe they are a part of a generation that has a different view with respect to technological change. They’ve already grown up in a world in which they’ve witnessed the arrival and disappearance of entire technologies: think about DVD-players. I often talk about how they view some things from my life as being ‘things from the olden days’ — 35mm film, TV guides, CD’s.

Those young people are coming into the world of agriculture today — they’re taking over the family farm, or working within large industrial or agriculture cooperatives. They’re open to new ideas, new ways of working, and paritcuularly, new technologies.

They’re sitting in the combine with an iPad, an iPhone, and are eager to utilize rapidly evolving precision farming technoogies to achieve that year over year yield increase.

And when it comes to the risk of rapidly evolving technologies, I think they will deal with it in very different ways.

At least, I hope so. As a futurist, I have to stay relentlessly optimistic!

DowChemicalI was recently interviewed by IN Magazine, the global publication of Dow’s Packaging Division, for why thoughts on trends that will impact the packaging industry, and hence, throughout the consumer and packaged goods sector.


Four trends driving change towards 2025 are…….

  • Impact of technology, especially digital
  • The next workforce generation has a fundamentally different outlook
  • Growth potential across many markets thanks to economic volatility
  • Quicker prototyping, designing and testing to reduce time to market


10 years is a long time with the potential for many changes – how do you see the current “norm” changing over time?

We are witnessing massive transformations across every single market, industry and profession. The rate of change is accelerating dramatically compared to past decades, a trend we expect to
see continue.

The impact of technology and the acceleration of science are having a huge impact on this. In addition, our collaborative global community is enabling ever-faster discovery and implementation of new ideas. The power of the next generation shouldn’t be underestimated – as a generation they are highly skilled at seeing and implementing new ways of doing things – in addition to the emergence of new industry competitors.

One of the biggest drivers impacting many industries will come from a shift in control, with Silicon Valley driving the pace of change and innovation more than ever. Industry now has no choice but to act and innovate at the same speed to stay ahead of the game.

Consequently, tomorrow’s world is going to be an entirely di erent place. In fact, I think it’s fair to say, it will be completely transformed. We’re on the edge of absolutely massive change!

Below, Carroll outlines what he sees as top trends.

Africa will have ceased to be a rural continent 

By 2025, the majority of the world’s population will live in less than 30 mega-cities demonstrating a continued trend towards global urbanization, driven in part by greater economic security and an ever increasing global middle class.

There are great opportunities for the development of business involving “mega-city infrastructure support services”, for example – transport, water, and energy “micro-grids”. As you can imagine, the support system for a city of 20-40 million people is vastly di erent to that of a small city.

It’s great to see so many innovators out there already looking for viable solutions, for example, how do we generate energy for such cities? We can see technology emerging to facilitate this switch, just two examples being glass buildings generating solar energy and vertical farming – if we can build skyscrapers for people why can’t we do this for our food supply?

Much of the world will have “gone up”

Because of mass urbanization we are running out of space leaving two solutions: dig down or build up. Towering buildings incorporating innovations in construction will be one of the business growth stories in the years leading up to 2025.

Many pioneering thinkers are now looking at how we can best use the limited space we have left. For example, we are now able to build structures out of wood that are eight to 10 stories high because of our deeper understanding of science, methodologies and architecture. This is providing urban areas with lots of new potential. This innovative “skyscraper” technology is going to be a big trend leading into 2025, with new jobs emerging as a result (for example, vertical farming infrastructure managers).

A dichotomy of life-expectancy will be the new normal

Rapid advancements in medical science in the western hemisphere, the impact of lifestyle changes, and a new “super-health” diet will lead to the first human living to 140. Yet, at the same time, society could be grappling with a decline in life expectancy in Asia, Africa and the Middle East as sectors of the population develop the same lifestyle diseases as North America and Europe.

We are going to see big changes in the pharmaceutical industry, both in packaging and the product. Accessible and intelligent packaging – with packaging becoming part of the product – will see a big tech-up. In theory, a pill will have the power to transmit information from the body
to the package and to the doctor. Tiny bio-sensors will be embedded in all kinds of packaging. Packaging will also help verify counterfeits and we will be increasingly able to track our wellness through mobile devices and bio- connected medical devices, including small chips under the skin that feed critical data back.

Sub-Saharan Africa will have emerged as the world’s new China 

This area holds a wealth of opportunities, for example, in infrastructure development. We have seen this happen previously in the BRIC countries (Brazil, Russia, India, China) as they transitioned into middle class. Consequently, it now costs substantially more to produce goods in these countries compared to 10-20 years ago and companies are starting to explore where the next big business opportunities exist. Naturally they are being drawn to these new regions which have huge unlocked potential – not forgetting, we will see almost a billion new consumers entering the global market in the next decade!

We are also seeing an increase of “in-sourcing” with companies taking production and bringing it back locally as it is no longer cost effective to manufacture overseas.

Read the full PDF here, including insight on packaging issues.


The National Watermelon Association recently ran a blog post, with some succinct coverage of my thoughts on the future of agriculture, and the opportunities that come from innovation. It seemed like a good read, so I’ll repost it here!


“….drone technology, vertical farming practices, and robotics will play a larger role…”

I know that I’m ‘singing to the choir’ when I write that the real innovators of the 21 century are farmers. We just returned from the National Watermelon Convention in New Orleans, where over 500 members of the watermelon industry gathered to hear what is new in the industry. During a morning impact session, our growers were introduced to a variety of new innovations in agriculture, including the use of drones and precision technology, bee pollination services, and revolutionary nematode control.

Jim Carroll, a futurist and trend and innovation expert, points out that the multigenerational nature of agriculture, blending the experience of older farmers with technologically eager younger farmers, creates an opportunity for innovation and success. In his post, ’10 Big Trends in Agriculture,’ Carroll shows us how farmers are poised to meet the demands that are just around the corner. He states that the growth in the world population, an increase of over 45% by 2050, will inevitably create a huge demand for food and potential in the marketplace. Limited arable land will motivate those in agriculture to become more efficient. Perhaps drone technology, vertical farming practices, and robotics will play a larger role.

Carroll notes that new methods to improve crop yield as well as intelligent packaging are the direct result of rapidly developing chemical substances. Emerging methodologies, practices and partnerships will continue to rise as those in agriculture focus on growth, efficiency, and ingestion of new science.

Trends that encourage a focus on health and convenience have created a surge in fresh-cut produce as snack alternatives at home and in schools. Concern over food safety has inspired greater relationships between producer and consumer. Jim Carroll is convinced that, “…an increasing number of partnerships between growers and advisers, suppliers, buyers, retailers and just about everyone else,” will continue to increase in order to , “… deal with the massive complexities that emerge from rapid change and innovation.”

The most impactful trend that Mr. Carroll notices is that of generational transformation – he is convinced that the as the younger generation of farmers take over the family business a “sea-change in the rate by which new ideas in the world of agriculture are accepted,” will take place. No doubt change is already taking place.

The National Watermelon Association is preparing for this tidal wave by embracing its future farm leaders. During the convention, four Future Watermelon Farm Leaders were recognized as rising leaders who will ride the wave of transformational innovation.

Nicole Schrader

From my keynote for the global Worldskills conference in Sao Paolo, Brazil! What types of new careers are emerging around us?

From my keynote in Sao Paolo for the WorldSkills Global Competition …. how will the iOT impact skilled trades and other careers?

I was recently interviewed by the folks at the Speciality Foods Association, for my thoughts on what is happening in their sector.

How a Futurist Deciphers Trends
By Brandon Fox, January 2016


Fads have a shorter lifespan, trends have a shorter lifespan, consumers have a shorter attention span.

Author, speaker, and consultant Jim Carroll offers global trend analysis and strategies for change to companies as varied as Johnson & Johnson, the Walt Disney Corporation, and Yum! Brands. Here, he discusses why trends are more complicated than “what’s hot or what’s not,” the lightning speed of consumer influencers, and why experimentation is necessary to build shopper relationships.


Boy, where do we start? I take a different approach—it’s not “what’s hot or what’s not,” but how are things changing and how quickly can specialty food come to market

People are influenced faster than say, five or 10 years ago—or even a year ago—and a lot of that has to do with social networks, but also with just the way new concepts and new ideas are put in front of them.

I spoke to a group of beverage executives a couple of years ago about what was happening with food and alcohol. I told them to think about “Mad Men.” All of sudden, 1960s retro drinks were all the rage. It happened quickly because people are influenced in new and different ways. It’s not, “what are the new taste sensations?” but “where are those new taste sensations coming from?”

[As for what’s emerging now,] consider how hummus grew as a trend—and then consider what comes next: more quinoa, buckwheat, and rice [products] as people seek similar healthy snack and meal options. And there are fascinating new developments like fruit sushi, chocolate-flavored soda, and even bacon-flavored vodka.”


One example I use all the time is bacon. I traced it back from an article that appeared in the Associated Press newswire in March 2011. The article was called “How Bacon Sizzled and People Got Sweet on Cupcakes.” [The author] followed the trend back to a wine distributor in Southern California who, about six years ago, paired a Syrah with peppered bacon at a tasting. That somehow got out onto the blogs of the time and all of a sudden, boom! Bacon became hot. Everyone talks about Facebook and Twitter all the time, but it’s a new kind of connectivity in terms of how we eat and drink and how we share and talk about it.


Huge impact. It used to take a new taste trend from a high-end restaurant five years [to filter down] and now it takes six months or three months or less because there is so much exposure. And another thing is food trucks. People can’t meet the high capital cost of a new restaurant, so they roll out a truck. They’re everywhere. You have people with obvious skills. They can now do what they want and get in front of an audience. And with television shows like the Cooking Channel’s “Eat Street,” it’s a supernova that’s moving faster than ever before.


Too fast or too slow? When the low-fat and low-carb trends came along, by the time [companies] got a product to market, the trend had come and gone. One fascinating experience was when I was doing a talk for Reader’s Digest’s food and entertainment magazines on the same day Lehman Brothers went down and the stock market crashed. The focus of the conference quickly became the economic downturn, comfort food, and the fact that people would focus on more grocery shopping and less time in restaurants. That was the day that Campbell’s Soup was the only stock that went up in value. The buzz around the room was that we, as a food industry, are not very fast or agile to respond to these fast-paced trends.


I still worry. How far has the industry come along? Well, a little bit. To a large degree, many consumer food companies still have not made much progress. Fads have a shorter lifespan, trends have a shorter lifespan, consumers have a shorter attention span. While you might have had longevity of three to six to 12 months with a particular type of food, is that collapsing now? We’re no longer in a world in which we can sit back and have a one-year planning cycle.


Think big, start small, scale fast. If you think big and look five years out—you’re, say, an olive oil company—the bottle is going to be intelligent. It’s probably going to have a chip built into it. You’ll 
probably have some type of relationship, either direct or indirect, with the consumer. That’s a given.


The consumer might have liked the company on Facebook—maybe there was a very effective ad on Facebook and they have agreed to share their information. That establishes the relationship. When [the consumer] walks into the store, their mobile device has that 
relationship embedded in it and the product with the active 
packaging chip in it recognizes that they’re near and starts running a commercial on an LED screen while they’re walking into the store. It might say something such as, “You’ve liked this before, so here’s a coupon that we’ll zip to your mobile device.”

That kind of freaks me out.

I’m 56 and that kind of freaks me out, too. My son—he’s 20—is in a different world. He views contractual relationships in a very 
different way. Five years, 10 years from now, he’s going to have more of a budget for spending, and will he accept that idea of zipping a coupon to him? I think he will.

There’s a stat I dragged out years ago—the average consumer scans 12 feet of shelf space per second. Think about that. You have very little time to grab their attention, so you’ve got to experiment quickly with new ways of putting [your product] in front of them.

Brandon Fox is the food and drink editor of Style Weekly in Richmond, Virginia. Her work has also appeared in The Local Palate and the Washington Post.

"Agriculture is an industry that is ripe for massive change and disruption — and the year 2045 might happen by 2025, if not sooner"

“Agriculture is an industry that is ripe for massive change and disruption — and the year 2045 might happen by 2025, if not sooner”

Farm & Dairy Magazine interviewed me a few months back, and have since published an article with some of my thoughts about the future of agriculture. It’s a good read!

Can’t ignore the trends in agriculture
Farm & Dairy, by Susan Crowell
January 2016

I must’ve read at least 10 “top trends for 2016” articles at the beginning of the year. Most of them were related to food or farming, but there was an interesting twist proffered by one of the grand dames of futuring, Faith Popcorn. Popcorn talked about “fear,” her word for 2016.

Fear — think Ebola, ISIS, terrorist attacks in Paris and San Bernardino — escalated during 2015. We’re all just a little bit more worried that something bad could happen. Witness the entire stock market shaking on tremors emanating from China. Will the giant’s economic house of cards collapse this year, we wonder in the wake. It’s not just paranoia; bad things are happening all around us.

I think Popcorn gets a little extreme and says people are also looking for ways to “cocoon” and forget the outside world. They’ll look for an escape through virtual reality or seek protection programs, like armored school buses. But she says people are also looking for things to create memories of happiness and peace.

To me, that screams agritourism or bringing people together around the farm table. After all, you can’t have comfort food without farmers.

Here’s the thing about futurists and trend spotters: We don’t live in their world and often think their projections are wacky and “out there.” While they might not be spot on, however, there are kernels of truth in their outlooks, and that’s why we need to pay attention to them.

Another futurist, Jim Carroll, says there are three types of people: those who make things happen; those who watch things happen; and those who say, “Whoa, dude, what happened?”

You don’t want to be blind to a trend that could bring massive changes to your farm or ag business. You also don’t want to ignore changes that are already happening.

What’s already happening?

  • Consumers care more about how their foods are produced and sourced — and that’s impacting the entire food chain from your farm to the store or restaurant. Transparency, transparency, transparency. Information, information, information.
  • Local food is no longer a fad. Consumers want to support local farms, local businesses. Some are willing to pay, some are not.
  • Environmental responsibility and conservation.
  • The smartphone. It can purchase; it can find deals; it can suggest recipes; it can share nutrition information; it can pay; it can connect farmers with retailers, farmers with restaurants, farmers with their input suppliers, farmers with consumers.
  • Stronger links between health and food (and also convenience); stronger emphasis on “clean eating” — think back to basics, or products that are minimally processed. People want “real food.”
  • Food safety and traceability.
  • Minimizing food waste — which speaks to the processing chain, as well as finding new uses for previously undesirable meat cuts or products.
  • Water everything. (Ever hear of water footprint analysts? They’re already in demand.)
  • Longer life spans. The typical baby born in the U.S. today will live to be 100. What does that mean for family farm structures and transitions and retirement planning and real estate and housing?
  • New faces in farming. Carroll cites U.N. statistics that say there are 800 million practicing urban agriculture. More colleges beyond the traditional land grant universities are offering agriculture degrees. Embrace them all.

Yes, the current climate for traditional agriculture is challenging, so it’s hard to look at these trends and see how they play a role in your farm’s future, when you’re just trying to scrape by in 2016. (Ask yourself what each input costs relative to its contribution to yield. If you don’t what it contributes, get busy.)

Carroll, who does numerous, high-profile keynotes within agriculture, writes, “agriculture is an industry that is ripe for massive change and disruption — and the year 2045 might happen by 2025, if not sooner.”

And that’s one futurist’s prediction we can’t ignore.
By Susan Crowell


I’m honored to be one of the keynote speakers at the 2016 Mosaic AgCollege in Orlando in January.

It’s an annual event held by the Mosaic Company, the world’s leading producer of concentrated phosphate and potash, nitrogen fertilizers and feed ingredients for the agriculture industry, for their key clients.

My focus? The future of agriculture!

Big Trends In Agriculture: What Ag Will Look Like In 2045
Jim Carroll, an agriculture futurist and innovation expert, will look into his crystal ball and predict what agriculture will be like in 2045. Whether it’s driverless tractors, weed-zapping robots or data-transmitting crops, Jim will forecast what farms might be like 30 years from now, and encourage the industry to embrace high-velocity innovation. Jim is recognized worldwide as a “thought leader” and authority on global trends, rapid business model change, business transformation in a period of economic uncertainty, and the necessity for fast-paced innovation. You will not want to miss his predictions.

I do numerous keynotes throughout the agriculture industry, with a lot of detailed insight — so much so that after one talk, an audience member asked how long I had been a farmer!

Just this weekend, I was the closing keynote speaker for a dealer meeting for Reinke, the manufacturer of those large irrigation systems you see on farms all over North America.

As in every sector and industry, agriculture is an industry that is ripe for massive change and disruption — and the year 2045 might happen by 2025, if not sooner. We will certainly see a lot of autonomous vehicles, region specific plant varietals based on genomic science, rapid advances in precision farming, irrigation and big data technology, and more.

Spend some time in the agriculture section of my Web site for more insight — and stay tuned! I’ll report on my Mosaic AgCollege keynote in January!

At my recent opening keynote for the Association of Private Sector Colleges and Universities, part of my role was to challenge the audience to think about how rapidly new careers are emerging all around us. I used an agricultural trend to put it into perspective. It’s a good watch.

Not only I am talking about \vertical farming infrastructure managers, but other forthcoming careers include robotic pharmaceutical therapy monitors, water footprint analysts, and drone helicopter insurance crop risk managers! Not to mention manure managers — a unique, specialized skill set that has already been around for at least a decade.

Fiji-46699If you are a futurist (like me), you always must be focused on the upside.

Otherwise, you don’t have much in the way of career potential.

You have to be an optimist. Always seeing the bright side of life!

So imagine my surprise while wandering around the trade show floor at Potato Expo 2015, last January, where I had finished a keynote, and coming across the booth for Fiji.

That’s the Pacific nation best known for tourism, fruit exports, and other niche economic sectors. And here they are, at Potato Expo 2015.

And apparently, don’t have much of a potato industry. Of the top 10 potator producing countries in the world, Fiji ranks 153rd.

In fact, the country has to import most of it’s potato supply, some $22 million USD worth per year.

But they are also thinking beyond that, and are thinking of export potential. I spoke to the folks at the booth, and their attitude was simple. Growing food demand and a lush agricultural sector meant that they could see nothing upside, potential and opportunity. So they thought it important to be there, as a way to begin exploring the opportunity.

Now that’s optimism and innovation!