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Bringing Together Producers and Consumers in the Context of Technology Adoption

The agricultural sector has experienced major structural changes in the past two decades. Small family farms are disappearing each year, and are being replaced by larger farms that are either owned by or cater to multinational corporations. Globally, a small number of large firms dominate the agricultural and agri-food industry. On the consumer side, tastes and preferences have changed during the same period. Consumers increasingly demand high quality products, and have expressed a willingness-to-pay for goods that have certain desirable traits. At the same time, consumers have become more vocal in their opposition of certain products, much of which has been directed toward the use of certain technologies.

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