Agribusiness is shifting from ‘produce, then sell’ to meeting consumers’ identified needs. New technologies – including precision agriculture, integrated information systems, and molecular biology - will feature prominently in delivering customised products. The focus on value creation and distribution, tangible and intangible, and away from commodities cements the end of statutory marketing mindsets, towards networks, alliances and different corporate interests, including health, leisure and customer services. The goal of sustainable resource management is an imperative; the challenge is achieving it. Economists will be important contributors to innovation processes through policy analysis, managing adjustment, building capacity, and positioning business in a dynamic environment.