[30 August/Rural News] Ian Proudfoot, Global Head of Agribusiness for KPMG reported at the Silver Fern Farm Farmer Conference for 2019 that we can see disruption by activists as a threat or an opportunity. Mr Proudfoot spoke about the fourth industrial revolution which is underway, melding the biological, physical and digital, creating new food and technology never seen before. Mr Proudfoot reported that New Zealand sells $42 billion of primary products to the world, but it’s worth $250 billion by the time it reaches checkouts or hotel bills, so it is important that as a country we learn to capture more of that added value, which can be done through technology. Mr Proudfoot states meeting market and consumer expectations is not one-size-fits-all, so businesses must be agile and understand the specific drivers for individual consumers. For some it may be animal welfare, for millennials it may be innovation, and expects that farmers will start to be asked to examine every part of their business, and anything to reduce the carbon footprint is a step in the right direction.