Partners for Advancing Agriculture ®

Issues in Animal Ag: A Strategic Approach

Summer 2015

People: the planet has more of them every day. More of them are eating better. Global consumption of protein is increasing. In 15 years projections show there will be a 35 percent increase in demand for vegetable oils, meat and milk. Forecasts for future food demand offer many opportunities for higher farm incomes and post-harvest additions.

Context’s Animal Ag Practice is taking an in-depth look at food, feed, and the general ag climate contributing to this fast-paced industry segment. Trends we are considering are very inter-related and will lead to a targeted view of industry direction.

Under those categories, Context has further examined and defined key drivers influencing the production of food in livestock and poultry sectors. Key drivers in food production will include:

  • Shifting Consumer Preferences – including natural, organic, locally sourced or grown, etc., many of which eventually lead to higher food costs.
  • The Sustainability Initiative – downstream value chain and end consumer demand more sustainability, which will have a profound effect on producers.
  • GMO Global Acceptance – GM acceptance varies globally while the market for biotech seed continues to grow. At the same time, consumers increasingly demand non-GMO foods.


Complex, intertwined issues in animal agriculture pose many daunting challenges. Disparities exist in producing safe, consistent, trusted animal food products that meet consumer demand tiers. In the products consumed, those range from the quality of the nutrients (high in Omega 3, low fat, high protein, etc.), to the breed of livestock (Angus beef, Berkshire pork, etc.), to the type of care the animal received during the course of its growth and development (cage free, pasture-raised, grass-fed, happy cows) and so on. Marketing capabilities within, among, between and even against varying segments add to both idealistic and opportunistic venue pursuit. Customized marketing promoting an individual market niche may effectively improve sale of a product but open up negative or prohibitive restrictions on other production methods.

With a goal of supporting and sustaining a viable, productive animal agriculture food production sector, Context’s Animal Ag Practice is supporting companies across the globe. Each initiative is individually approached, and a team of specific expertise is assembled to provide vision and actionable solutions to advance animal agriculture.

For more information on Context’s Animal Agriculture Practice, contact

Provided by Context Senior Associate, Kathleen Erickson.