The paper examines the performance of the agricultural sector over the 10 year period 1995-2004. Indicators suggest that investments in Agricultural Research and Development (used as a proxy for the quantum of technology generated) have had little impact on agricultural production. In this regard, an assumption is made that technology generated has neither been adequately transferred nor adopted. Within the above context a holistic model for effective technology generation has been presented. It is argued that effective technology generation is market driven technology is more likely to be transferred and adopted by agribusiness entities. To implement this process, strategic alliances should be forged in order to address resource limitations. The entire process requires leadership and co-ordination