Executive Summary

1. Introduction

The Topic

Objectives

Methodology

Original Research

Problems In The Research Process

Definition

2. Strategic Overview

Market Dynamics And Segmentation

Land Use In The Rural Economy

Table: Agricultural Land Use In The Uk By Area

Figure: Agricultural Land Use In The Uk By Area

Table: Principal Agricultural Crops In The Uk By Area

Figure: Principal Agricultural Crops In The Uk By Area

The Farming Context

Farmers' Ages And Incomes

Table: Age Profile Of Uk Farmers Assessed For Tax

Figure: Age Profile Of Uk Farmers Assessed For Tax

Diversification

Table: Farms In England With Income From

Table: Uk Farmers' Sources Of Income Assessed For Tax

Table: Occupations Of Adults In Neighbouring Households In A Rural Valley In Carmarthenshire, Wales,

Table: Occupations Of Adults In Neighbouring Households In A Rural Valley In Carmarthenshire, Wales,

Agriculture In The Uk's Economy

Table: Farming In The Uk Economy (£m, And %),

The Consumer

Market Forecasts

Key Points

3. Farming At A Crossroads

The State Of Livestock Farming

Dairying

Table: Dairy Farm Numbers In The Uk,

Beef Cattle And Sheep

Pigs

Poultry

The State Of Crop Production

Cereals And Other Arable Crops

Horticulture

Organic Farming

Table: Organic And In-conversion Land Use

Workers Disappear

Table: Labour Force In Uk Agriculture (000 Persons),

Figure: Labour Force In Uk Agriculture

Large Farms Dominate Production

Table: Agricultural Holdings In The Uk By Size

Enmeshed In Politics

Agrochemicals In Trouble

Land For Wildlife

Acres Axed

Shortage Of Non-gm Livestock Feed

Crops For Biofuels

Big Unknowns

Table: Subsidies And Output In Uk Agriculture (£m And %),

Figure: Subsidies And Output In Uk Agriculture (£m),

Key Points

4. Land-based Industries

Forestry

Renewable Energy

Horse Racing And Breeding

Key Points

5. Rural Tourism

Tourism Expands While Farming Languishes

Sustainability: More Than A Slogan?

Life In Long Haul Yet

Key Points

6. Urban Relocations And Home Working

Broadband Inequality

Multiple Disadvantages

Key Points

7. Promotion Issues

Multi-layered Nets

Table: Estimated Business-to-business Direct Marketing Expenditure By Channel At Current Prices (£m And %),

Communications Handicap

Equestrian Sector Buoys Advertising

Supermarkets Light On Local Promotion

Dispersed Media

Table: Highest-circulation Uk Farming Journals

Table: Highest-circulation Uk Consumer Magazines

Key Points

8. An International Perspective

Food Shock

Global Players In Agrochemicals And Seeds

Farming In The Eu

France

Australia And New Zealand

The Us

Table: Government Payments To Agriculture

Key Points

9. Pest Analysis

Political Factors

Economic Factors

Social Factors

Technological Factors

Key Points

10. Consumer Dynamics

Overview

Dramatic Change

Table: Consumers' Attitudes Towards Food And Farming

Successful Agriculture Deemed Vital For The Uk

Table: Belief That It Is Important For The Uk

Nearly Two-thirds Of Respondents Consider Farmers' Incomes To Be Too Low

Table: Opinion That Farmers' Incomes Are Too Low

The Young And Less Affluent Favour More Subsidies For Farmers

Table: Opinion That Farmers Need More Subsidies

Public Backing For British Food

Table: Those Who Have Full Confidence In The

British Produce Has Value As A Brand

Table: Belief That British Food Is Better Quality Than Imported Food (% Of Respondents), August

Huge Demand For Local Food

Table: Opinion That More Food Should Be Produced

Supermarkets Criticised

Table: Opinion That Supermarkets Do Not Buy Enough Food From Small Producers (% Of Respondents), August

Farmers Could Improve Their Marketing Strategies

Table: Belief That Farmers Lack The

One In Three Consumers Buy Organic Food Regularly

Table: Those Who Buy Organic Food Regularly

Cost Barrier For Organic Food

Table: Opinion That Organic Food Is Too Expensive

Majority In Favour Of Planting More Trees

Table: Opinion That Land Not Needed For Farming Should Be Planted With Trees (% Of Respondents), August

Countryside Seen As A Precious Shared Resource

Table: Opinion That Farmers And Landowners

Rural Dreams — A Nation Of `country Dwellers'

Table: Those Who Consider Themselves As Living

Moderate Interest In Greater Access To The Countryside

Table: Those Who Would Like Greater Freedom To Walk

Rural Breaks Are Popular For Holidays

Table: Those Who Had Taken At Least One

Countryside Destinations Attract Day-trippers

Table: Those Who Had Made At Least One Day-trip

Key Points

11. Company Profiles

Introduction

Agricultural Suppliers

Agricultural Central Trading (uk)

Corporate Strategy, Advertising And Distribution

Profitability

Table: Financial Results For Agricultural Central Trading Ltd

Future Company Developments

Agco Corporation (us)

Corporate Strategy, Advertising And Distribution

Profitability

Table: Financial Results For Agco Ltd

Future Company Developments

Basf (germany)

Corporate Strategy, Advertising And Distribution

Profitability

Table: Financial Results For Basf Plc

Future Company Developments

Bayer (germany)

Corporate Strategy, Advertising And Distribution

Profitability

Table: Financial Results For Bayer Cropscience Ltd

Future Company Developments

Bocm Pauls (uk)

Corporate Strategy, Advertising And Distribution

Profitability

Table: Financial Results For Bocm Pauls Ltd

Future Company Developments

Deere & Co (us)

Corporate Strategy, Advertising And Distribution

Profitability

Future Company Developments

Dow Chemical (us)

Corporate Strategy, Advertising And Distribution

Profitability

Future Company Developments

Dupont (us)

Corporate Strategy, Advertising And Distribution

Profitability

Future Company Developments

Food Machinery & Chemical Corporation (us)

Corporate Strategy, Advertising And Distribution

Profitability

Future Company Developments

Jcb (uk)

Corporate Strategy, Advertising And Distribution

Profitability

Table: Financial Results For Jc Bamford Excavators Ltd

Future Company Developments

Kws (germany)

Corporate Strategy, Advertising And Distribution

Profitability

Future Company Developments

Limagrain (france)

Corporate Strategy, Advertising And Distribution

Profitability

Future Company Developments

Monsanto (us)

Corporate Strategy, Advertising And Distribution

Profitability

Table: Financial Results For Monsanto Uk Ltd

Future Company Developments

Rumenco (uk)

Corporate Strategy, Advertising And Distribution

Profitability

Table: Financial Results For Rumenco Ltd

Future Company Developments

Senova (uk)

Corporate Strategy, Advertising And Distribution

Profitability

Future Company Developments

Syngenta (switzerland)

Corporate Strategy, Advertising And Distribution

Profitability

Future Company Developments

Volac (uk)

Corporate Strategy, Advertising And Distribution

Profitability

Table: Financial Results For Volac International Ltd

Future Company Developments

Marketing

Archer Daniels Midland (us)

Corporate Strategy, Advertising And Distribution

Profitability

Future Company Developments

Bunge (us/bermuda)

Corporate Strategy, Advertising And Distribution

Profitability

Table: Financial Results For Bunge Corporation Ltd

Future Company Developments

Cargill (us)

Corporate Strategy, Advertising And Distribution

Profitability

Table: Financial Results For Cargill Plc

Future Company Developments

Corporate Strategy, Advertising And Distribution

Profitability

Table: Financial Results For Dairy Crest Group Plc

Future Company Developments

Grainfarmers (uk)

Corporate Strategy, Advertising And Distribution

Profitability

Table: Financial Results For Grainfarmers Plc

Future Company Developments

Retailers

Asda (wal-mart Stores Inc, Us)

Corporate Strategy, Advertising And Distribution

Profitability

Table: Financial Results For Asda Group Ltd

Future Company Developments

The Co-operative Group (uk)

Corporate Strategy, Advertising And Distribution

Profitability

Future Company Developments

Morrisons (uk)

Corporate Strategy, Advertising And Distribution

Profitability

Table: Financial Results For Wm Morrison Supermarkets Plc

Future Company Developments

Sainsbury's (uk)

Corporate Strategy, Advertising And Distribution

Profitability

Table: Financial Results For J Sainsbury Plc

Future Company Developments

Tesco (uk)

Corporate Strategy, Advertising And Distribution

Profitability

Table: Financial Results For Tesco Plc

Future Company Developments

Key Points

Commentary

12. The Future

The Emerging Context

Table: Historic And Forecast World Population Growth

Figure: Historic And Forecast World Population Growth

Concentration In Global Seeds

Trade Liberalisation

Curbing Carbon Emissions

Organic And Local Produce

Co-operation: The Missed Opportunity

Energy Fields And Industrial Crops

Dominance And Ethics

Scenarios

The Future Value Of The Rural Economy

Table: Forecast Value Of The Uk Rural Economy

Figure: Forecast Value Of The Uk Rural Economy

Key Points

14. Further Sources

Associations

Agricultural Supply Companies

Sales Companies

Retailers

Publications

General Sources

Government And Official Sources

Other Sources

Bisnode Sources