Aidan Connolly

Draws upon the authors’ ongoing experience and research in the agribusiness sector and aims to propose a framework for succeeding in emerging markets and offer some insights that run counter to traditional approaches and practices. Despite its economic, social and political significance, the agribusiness sector remains neglected in mainstream academic scholarship. Additionally, much research presents an MNC-centric view, despite the success of several local firms. The framework presented in… Show more

Draws upon the authors’ ongoing experience and research in the agribusiness sector and aims to propose a framework for succeeding in emerging markets and offer some insights that run counter to traditional approaches and practices. Despite its economic, social and political significance, the agribusiness sector remains neglected in mainstream academic scholarship. Additionally, much research presents an MNC-centric view, despite the success of several local firms. The framework presented in this viewpoint reflection identifies seven pillars of a winning strategic architecture to succeed in emerging markets and encourages future scholarship that theoretically elaborates and specifies boundaries for each of the practices that underpin it. Show less

Starting on page 22, I discuss the 8 digital technologies revolutionizing the agritech sector.

In today’s market era of rapid technological innovation even the most established agribusiness players risk being left behind in the wake of disruptive technology. How can large agriculture companies keep up? One emerging possibility for corporate innovation is that of the corporate start-up accelerator. Companies across all sectors, including agricultural and food technology, are increasingly using these programs to tap into early innovation. In 2017, Alltech ran its first program, the Pearse… Show more

In today’s market era of rapid technological innovation even the most established agribusiness players risk being left behind in the wake of disruptive technology. How can large agriculture companies keep up? One emerging possibility for corporate innovation is that of the corporate start-up accelerator. Companies across all sectors, including agricultural and food technology, are increasingly using these programs to tap into early innovation. In 2017, Alltech ran its first program, the Pearse Lyons Accelerator for agri-business and ag-tech start-ups. This article serves to describe and analyze how corporate accelerators have populated start-up ecosystems and how the ag-tech and food sectors are reflecting this trend. Recommendations based on experience and critical feedback are presented to those considering developing their own accelerators and the role it might play in responsible innovation.

Keywords: accelerator, corporate accelerator, start-up, ecosystem, ag-tech Show less

Sales people often find traditional methods of sales planning to be time consuming, challenging and unsatisfying. For the sales manager, trying to meet the “big goal” expectations of the CEO, directors or shareholders with the various levels of experience and understanding on the sales team can be problematic and taxing. 2-1-4-3 is a way to get everyone on board and the sales team’s abilities to meet bigger targets within the anticipated timeframe. It might seem counterintuitive, but this… Show more

Sales people often find traditional methods of sales planning to be time consuming, challenging and unsatisfying. For the sales manager, trying to meet the “big goal” expectations of the CEO, directors or shareholders with the various levels of experience and understanding on the sales team can be problematic and taxing. 2-1-4-3 is a way to get everyone on board and the sales team’s abilities to meet bigger targets within the anticipated timeframe. It might seem counterintuitive, but this disruptive thinking can lead to fewer sales objectives, clearer sales strategies and less ambiguity.

This paper features an in-depth study of one food & agribusiness company that has made the 2-1-4-3 model a fundamental part of its transformative sales success. The 2-1-4-3 planning process helped their sales team focus their resources, and the company saw an increase in sales from $100 million in 2000 to over $3 billion today. Revolutionaries have suggested 4-3-1-2 or 4-2-1-3 as alternatives, but in the experience of this company, its subsidiaries and other companies from a variety of industries and sizes who have tried the model, all have agreed that the 2-1-4-3 process is by far superior to any of the other methods that have been suggested or attempted.

2-1-4-3 creates the opportunity to generate new insights using a non-linear approach to establish bigger sales goals and identify the actions that will deliver them. 2-1-4-3 is a straightforward way to analyze sales plans and facilitate the inclusion of both managers and the entire sales & marketing teams. It is about simplicity, actions and delivering results. Show less

The grocery store is ground zero in the tsunami of change facing Big Food. Consumers are changing how they relate to grocery stores, increasingly circling the perimeter, focusing on produce and preferentially choosing fresh, local, and new, even unknown, brands while spending less time in the processed food aisles in the center. The next generation, the millenials, are increasingly shunning traditional outlets when buying food. Traditional leading brands of processed food, backed by traditional… Show more

The grocery store is ground zero in the tsunami of change facing Big Food. Consumers are changing how they relate to grocery stores, increasingly circling the perimeter, focusing on produce and preferentially choosing fresh, local, and new, even unknown, brands while spending less time in the processed food aisles in the center. The next generation, the millenials, are increasingly shunning traditional outlets when buying food. Traditional leading brands of processed food, backed by traditional marketing strategies (heavy advertising on traditional media, coupons, brand extensions, etc.) are failing to hold on to their customers. The challenges can be found throughout the food value chain, from new competitors for grocery providers to new delivery mechanisms, from changes in generational food preferences with social media platforms to express their preferences to farmers who increasingly can and want to communicate directly with the end-users who actually eat the food that they produce. This access to more information opens more options (and opportunities) to buyers and suppliers all along the food value chain. Barely 100 years old, the grocery store model is becoming obsolete, and with it the organization of the food value chain must be re-written. So what does that mean for Big Food and the food supply chain? What directions can the industry take to adjust to the new competitive realities? This paper offers direction and guidance for Big Food and other producers in the food supply chain. Show less

This paper identifies possible replacement modalities to antibiotics that are acceptable to consumers and the food industry without detrimental effects on animal health and performance. The five criteria producers should consider before adopting alternatives to antibiotics are reviewed. Alternatives include but are not limited to probiotics, prebiotics, short and medium chain fatty acids, enzyme feed supplements, essential oils and botanicals. The paper stresses that no single additive will… Show more

This paper identifies possible replacement modalities to antibiotics that are acceptable to consumers and the food industry without detrimental effects on animal health and performance. The five criteria producers should consider before adopting alternatives to antibiotics are reviewed. Alternatives include but are not limited to probiotics, prebiotics, short and medium chain fatty acids, enzyme feed supplements, essential oils and botanicals. The paper stresses that no single additive will replace the declining benefits of sub-therapeutic administration of antibiotics. It will be necessary in the future to create programs with a holistic approach to replacement of antibiotics in conformity with EU and U.S. restrictions. Accordingly greater attention should be applied to management, control of immunosuppressive viruses and protozoal parasites, nutrition and the selection of suitable genetic strains to achieve sustainable and safe production of livestock. Show less

Five years ago a new acronym GLIMPSE was proposed in the International Food and Agribusiness Management Review to summarize the seven barriers faced by agriculture in its quest to feed the world, based on interviews of 25 agribusiness experts. Through an iterative, grounded theory methodology the original research that led to the GLIMPSE framework was validated, deepened and expanded. The new research made minor revisions to the original GLIMPSE, but confirmed it as an effective framework to… Show more

Five years ago a new acronym GLIMPSE was proposed in the International Food and Agribusiness Management Review to summarize the seven barriers faced by agriculture in its quest to feed the world, based on interviews of 25 agribusiness experts. Through an iterative, grounded theory methodology the original research that led to the GLIMPSE framework was validated, deepened and expanded. The new research made minor revisions to the original GLIMPSE, but confirmed it as an effective framework to explain to an interested public how agriculture can tackle the planet’s nutritional requirements if certain constraints are addressed. Specifically, international policy makers, governments, non-governmental organization, charities, industry organizations, integrated food companies and farmers often struggle to explain the complex challenges agribusiness faces, and in this respect the GLIMPSE framework allows all stakeholders to describe the main challenges agriculture faces on its journey to feed almost 10 billion people by 2050. Show less

The ubiquitous nature of social media in today’s world offers unparalleled insights into human thinking. When people write Facebook posts, blogs, Tweet, Instagram and WeChat they allow their real feelings and reflections to be exhibited, unvarnished and unfiltered. From this perspective the use of data analytical tools such as Wordle word association mapping and other tools can truly show through frequency of word used, word connections and consumer insights. The example of farming and food… Show more

The ubiquitous nature of social media in today’s world offers unparalleled insights into human thinking. When people write Facebook posts, blogs, Tweet, Instagram and WeChat they allow their real feelings and reflections to be exhibited, unvarnished and unfiltered. From this perspective the use of data analytical tools such as Wordle word association mapping and other tools can truly show through frequency of word used, word connections and consumer insights. The example of farming and food production is instructive. Five years ago a new acronym GLIMPSE in IFAMR was proposed to summarize the barriers faced by agriculture in its quest to feed the world. This was based on a Delphi analysis of 25 expert interviews. In order to confirm GLIMPSE, a larger research effort interviewed 57 experts, conducted an online survey with almost 600 experts and for the first time ever in this sector algorithms were applied to over 1.3 million qualified social media postings on the internet referring to the challenge of feeding a growing world population. This allowed the comparison to confirm the factors that most clearly depict the general public’s concerns with respect to food production and agriculture. The value for policy makers is clear. While international policy makers, governments, non-governmental organizations (NGOs), charities, industry organizations, integrated food companies and farmers often struggle to explain to the general population the challenges of increasing food production of both large and small scale farming the social media analysis is unique and original in its ability to confirm the GLIMPSE framework as a manner to encompass the main challenges agriculture faces on its journey to feed over 9 billion people by 2050. Show less

A version of the original that offers veterinarians and other members of the industry an acronym to summarize the factors holding back farming from achieving its ultimate goal to feeding the expanding population.

This article brings together insights on the global challenges of achieving a safe food system. Through looking at examples of food safety initiatives, relevant success factors are identified and then distilled into five essential elements for developing a robust and safe food system. While much of the work in this area looks at government initiatives, this article looks particularly at industry-led initiatives. The article includes a brief look at the importance of food in Chinese culture and… Show more

This article brings together insights on the global challenges of achieving a safe food system. Through looking at examples of food safety initiatives, relevant success factors are identified and then distilled into five essential elements for developing a robust and safe food system. While much of the work in this area looks at government initiatives, this article looks particularly at industry-led initiatives. The article includes a brief look at the importance of food in Chinese culture and the current structure of the Chinese food chain. Specific initiatives from other markets are reviewed, and the five elements are outlined. Show less

The purpose of this paper is to offer a blueprint for considerations for the continuing evolution of the Chinese food safety system. It begins with the review of the current food safety system in China and the demonstration of the successes in national food safety programs. It goes on to identify the specific problems through food sully China, and further to analyze the potential for implementing the key learnings from other national food safety programs in the Chinese context.

The… Show more

The purpose of this paper is to offer a blueprint for considerations for the continuing evolution of the Chinese food safety system. It begins with the review of the current food safety system in China and the demonstration of the successes in national food safety programs. It goes on to identify the specific problems through food sully China, and further to analyze the potential for implementing the key learnings from other national food safety programs in the Chinese context.

The paper suggests a five-point blueprint for food safety in China and other countries, allowing for the development of a robust food safety system, by combining the elements with best practice from a system created by food safety practitioners internationally. It should be noted that even since the authors began developing this model China has already adopted a number of the recommendations covered by this blueprint and is actively considering others. Show less

Over the course of its history, the feed industry has evolved to become the most integral part of the world-wide food chain. To fully appreciate social-economic significance of the feed industry in different parts of the world, it is pertinent to understanding how and why certain practices have developed in the past in order to project what will likely develop into the future. Population growth, food security, production efficiency, environmental sustainability, and food safety are the main… Show more

Over the course of its history, the feed industry has evolved to become the most integral part of the world-wide food chain. To fully appreciate social-economic significance of the feed industry in different parts of the world, it is pertinent to understanding how and why certain practices have developed in the past in order to project what will likely develop into the future. Population growth, food security, production efficiency, environmental sustainability, and food safety are the main drivers of development in the feed industry. From the beginning, the feed industry is critical for sustainable food production by effectively utilizing food and biofuel processing co-products to meet the nutritional needs of animals that provide high-quality protein foods or companionship. New developments in feed additives, processing technology, and animal nutrition continues to add to the productivity, efficiency, environmental sustainability, and safety of food animal production. Some of these practices have been superseded by more modern alternatives, such as the replacement of antibiotics that risk human drug-resistance or inorganic minerals that risk environmental safety. Research continues to increase our knowledge and understanding of nutrient balance and digestion, and, in some species this is more advanced than others. To date there has been a lack of literature discussing the course of the feed industry’s development from a global perspective. The following paper is intended to provide the first review of the history of the feed industry, its major milestones and how it continues to utilize new technology to improve animal feeding practices. Show less

Mannan-oligosaccharides (MOS), as zootechnical feed ingredients, are widely used in animal nutrition. MOS has been commercially available since the launch of Bio-Mos® in the early 1990's and has a substantial body of scientific papers and practical examples of its efficacy. Since 1999, the use of MOS in animal feed has become more prominent, mainly due to the European ban on prophylactic antibiotic growth promoters in animal feed. MOS, with its ability to bind and limit the colonisation of gut… Show more

Mannan-oligosaccharides (MOS), as zootechnical feed ingredients, are widely used in animal nutrition. MOS has been commercially available since the launch of Bio-Mos® in the early 1990's and has a substantial body of scientific papers and practical examples of its efficacy. Since 1999, the use of MOS in animal feed has become more prominent, mainly due to the European ban on prophylactic antibiotic growth promoters in animal feed. MOS, with its ability to bind and limit the colonisation of gut pathogens, has proven to be an effective solution for antibiotic-free diets, as well as providing support for immunity and digestion. MOS has been shown to improve gastrointestinal health, thus improving wellbeing, energy levels and performance. Most MOS products, particularly those that have been scientifically developed, derive from the cell wall of the yeast,
Saccharomyces cerevisiae. In 2009, a mannose-rich fraction (MRF) product was commercially launched as a ‘second generation’ of these MOS-type products, with enhanced activities in immune modulation and intestinal health. The purpose of this paper is to review the existing data on the benefits of MOS for all species of animals, discuss its mechanisms of action in vivo and compare the benefits of using second generation MRF to original MOS. Show less

Knowing how the 2010 World Equestrian Games had brought these audiences together, Alltech created a meeting place to facilitate a genuine connection between both farmers and consumers by sponsoring the 2014 Games in Normandy, France. This article describes how Alltech used this sponsorship to open a dialogue concerning the current state of agriculture and where the industry is heading.

Corporate sponsorships of public events—especially sporting events—are nothing new. But in 2010, when Alltech set out to sponsor the World Equestrian Games, it did so through a lens which evaluated the impact of their sponsorship very differently. Although history of corporate sponsorships has shown that it is very difficult to extract meaningful data that can be analysed to determine the return on investment, Alltech was able to accomplish just that. Now, as the company approaches the 2014… Show more

Corporate sponsorships of public events—especially sporting events—are nothing new. But in 2010, when Alltech set out to sponsor the World Equestrian Games, it did so through a lens which evaluated the impact of their sponsorship very differently. Although history of corporate sponsorships has shown that it is very difficult to extract meaningful data that can be analysed to determine the return on investment, Alltech was able to accomplish just that. Now, as the company approaches the 2014 World Equestrian Games in Normandy, France, they will again capture data for use in measuring the benefits of this continued sponsorship. This time, however, the aim is to measure direct connections between the company and its end-line clients: farmers. A variety of contact points are planned for the 2014 Games, including experiential marketing on-site and a high-quality advertising campaign. Additionally, there will be a unique campaign to celebrate “unsung heroes” farmers and owners through a social media campaign, intended to build awareness and engagement. Further metrics are tightly focused on relationship development and maximizing the location benefits of the Games. Alltech will apply insights gained from five main lessons learned through the first Games experience, which are discussed in the following article. Show less

What should investors, governments and agencies look for in food production opportunities in Africa? This special issue of IFAMR features 25 case studies of successful African agri-business developments. Analyzing these using the GLIMPSE framework (first proposed in IFAMR, Jan 2011) following interviews with 50 agribusiness experts.

This case examines Alltech’s sponsorship of the Alltech FEI World Equestrian Games™ 2014 in Normandy, France (the Games). A billion dollar global agribusiness, Alltech is the world’s leading nutrition company using all-natural technological solutions to generate better returns for its customers according to its ACE principle (Animal, Consumer and Environment). The authors’ description of the company’s history in experiential marketing, starting with sponsorship of the 2010 Alltech FEI World… Show more

This case examines Alltech’s sponsorship of the Alltech FEI World Equestrian Games™ 2014 in Normandy, France (the Games). A billion dollar global agribusiness, Alltech is the world’s leading nutrition company using all-natural technological solutions to generate better returns for its customers according to its ACE principle (Animal, Consumer and Environment). The authors’ description of the company’s history in experiential marketing, starting with sponsorship of the 2010 Alltech FEI World Equestrian Games which had 500 million viewers worldwide, exemplifies how a business can learn from and leverage a sponsorship strategy to achieve and develop new sources of sales revenue among target markets. Show less

This paper examines Alltech’s sponsorship of the Alltech FEI World Equestrian Games™ 2014 in Normandy, France (the Games). Case exemplifies how a business can learn from and leverage a sponsorship strategy to achieve and develop new sources of sales revenue among target markets

This paper examines how Alltech has mastered experiential marketing, starting with sponsorship of the 2010 Alltech FEI World Equestrian Games, which had 500 million viewers worldwide, and discusses how a business can learn from and leverage a sponsorship strategy to achieve and develop new sources of sales revenue among target markets.

This paper combines the ideas of 24 leaders in agribusiness and combines their comments, and our own, consolidated under the acronym GLIMPSE to solve a 'Wicked problem' of how we are going to feed the worlds population in the future.

G = Government
L = Losses in the food and ingredient supply chain
I = Infrastructure (trains, trucks, ports, cold storage, supermarkets etc.)
M = Markets
P = Politics & Policies
S = Science & Innovation
E = Environment

The Chinese economy has achieved extraordinary levels of economic growth and prosperity over the past 30 years. This has evolved into a desire for greater quantities, quality and variety of food products both from its newly enriched citizens and political leaders. These changes have affected the rest of the world, most notably in the demand for the commodity products needed to feed an expanding agricultural industry and its citizens. This paper discusses the six forces which are currently… Show more

The Chinese economy has achieved extraordinary levels of economic growth and prosperity over the past 30 years. This has evolved into a desire for greater quantities, quality and variety of food products both from its newly enriched citizens and political leaders. These changes have affected the rest of the world, most notably in the demand for the commodity products needed to feed an expanding agricultural industry and its citizens. This paper discusses the six forces which are currently shaping the food industry: an expanding middle class; concerns for food security, safety and quality; the integration and consolidation of industry supply chains; the simultaneous complexity and simplicity of Chinese culture. These forces will shape food production and consumption; the emergence of a Chinese consumer market, the emergence of food retailing and we conclude a branded food economy.
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The Chinese economy has achieved extraordinary levels of economic growth and prosperity over the past 30 years. This has evolved into a desire for greater quantities, quality and variety of food products both from its newly enriched citizens and political leaders. These changes have affected the rest of the world, most notably in the demand for the commodity products needed to feed an expanding agricultural industry and its citizens. This paper discusses the six forces which are currently… Show more

The Chinese economy has achieved extraordinary levels of economic growth and prosperity over the past 30 years. This has evolved into a desire for greater quantities, quality and variety of food products both from its newly enriched citizens and political leaders. These changes have affected the rest of the world, most notably in the demand for the commodity products needed to feed an expanding agricultural industry and its citizens. This paper discusses the six forces which are currently shaping the food industry: an expanding middle class; concerns for food security, safe-ty and quality; the integration and consolidation of industry supply chains; the simultaneous complexity and simplicity of Chinese culture. These forces will shape food production and con-sumption; the emergence of a Chinese consumer market, the emergence of food retailing and a we conclude a branded food economy. Show less

As agribusiness has evolved from a local, generalized activity into a global, specialized industry, fewer of the stakeholders, from producers to consumers, really understand the food production system. Education is the key to navigating the challenges of global agribusiness

Addressing the issues of succession in a family owned agribusiness.

Africa has often been described as the 'forgotten continent' but dramatic changes have occurred
in African agribusiness over the last ten years. On the one hand, the greatest transfer of land
ownership since the colonial era continues apace. These deals are sometimes seen as a land grab,
or new form of colonialism. On the other hand this new investment and the involvement of large
scale agribusiness also offers the potential of bringing new technologies and techniques to the… Show more

Africa has often been described as the 'forgotten continent' but dramatic changes have occurred
in African agribusiness over the last ten years. On the one hand, the greatest transfer of land
ownership since the colonial era continues apace. These deals are sometimes seen as a land grab,
or new form of colonialism. On the other hand this new investment and the involvement of large
scale agribusiness also offers the potential of bringing new technologies and techniques to the
region. Could this technology transfer help Africa to replicate the Brazilian ‘miracle’?
The wider agricultural community, more familiar with tales of feuds and famine in Africa, has
largely overlooked many of these changes, but this paper argues that it behoves the Agribusiness
community to understand what is happening, and to ask: is it time for Agribusinesses to invest in
Africa? Show less

Presents a case study featuring the sponsorship of the World Equestrian Games (WEG), which was the biggest spectator event in the US since the 2002 Winter Olympics, by Alltech, a business-to-business (B2B) agribusiness with customers that are typically one or even two levels removed from the final consumer, and an animal-health company entirely committed to 'natural nutritional solutions'. Reveals how Alltech ran counter to accepted wisdom that sponsorship is mainly the province of consumer… Show more

Presents a case study featuring the sponsorship of the World Equestrian Games (WEG), which was the biggest spectator event in the US since the 2002 Winter Olympics, by Alltech, a business-to-business (B2B) agribusiness with customers that are typically one or even two levels removed from the final consumer, and an animal-health company entirely committed to 'natural nutritional solutions'. Reveals how Alltech ran counter to accepted wisdom that sponsorship is mainly the province of consumer foods companies, and describes how Alltech decided in 2006 to venture from B2B into business-to-consumer (B2C) territory by sponsoring an international sporting event. Concludes that experiential activity sponsorships create an ideal platform to reach a wide range of audiences, the success of Alltech in this field is partly attributable to a good fit between event and sponsor and by bringing its B2B perspectives into a space usually occupied by B2C companies. Show less

By the time Alltech had reached its twentieth anniversary, the Company’s growth had surpassed
even the ambitious goals of its founder, Pearse Lyons. This success, however, has led to a
dilemma faced by many corporate leaders—a need to create a new cadre of managers who can
take the company forward.
After analyzing how best to fill this gap a commitment was made to build a highly customized,
internal education program using lecture, case study and project-based learning… Show more

By the time Alltech had reached its twentieth anniversary, the Company’s growth had surpassed
even the ambitious goals of its founder, Pearse Lyons. This success, however, has led to a
dilemma faced by many corporate leaders—a need to create a new cadre of managers who can
take the company forward.
After analyzing how best to fill this gap a commitment was made to build a highly customized,
internal education program using lecture, case study and project-based learning processes.
Developing staff management skills, increasing loyalty and empowering complex decisionmaking have been some of the rewards realized from this commitment. Backed by senior
management, Alltech has used lessons learned from the mini-MBA to shape its future strategy.
This paper examines the options Alltech explored, the model it chose, and the costs and benefits
of adopting an executive education program in agribusiness. Show less