Very much so. The agriculture and food sectors lag behind everybody else when it comes to using information technology. The fight against traceability to me is ridiculous. It helps identify your product as organic or local, which gives you a brand advantage. It also gives you good management information on which fields did the best, and which transportation company did the best. That to me is just a no-brainer. In every other industry they say it's good business to know where your product has been and what's happened to your product. If you know that, you can manage more efficiently. So traceability is one of the pieces I think has to be in our future.
We also need to become better at social media, which we don't really understand. That's important. I think there are 46 million people in the world on FarmVille on Facebook. Well, I don't think there are that many farmers in most of the developed world. It's 80 virtual...compared with one real farmer in the United States. There's this whole space. I have a Ph.D. student who is doing some interesting stuff on that. We need more of that to understand how we to use social media.