The market is constantly changing as consumers’ needs change and new products and new suppliers enter the market. To remain competitive, producers must be able to respond. At the demand level, producers can introduce new varieties which deliver superior quality attributes or adopt new processes which greatly enhance the shelf life of the product and make it more convenient to use. At the supply level, innovations can be introduced to reduce the costs of production or reduce the amount of product wastage. In an increasingly uncertain environment, Yawson and Aguiar discuss the concept of agility as a mechanism for firms continuously to re-examine how they compete. Agility requires organizations to be flexible and cost efficient. How quickly an organization is able to respond to changes in its social or legal environment, its business network, its competitive environment, its customer needs, technology and indeed how quickly it can adjust to internal changes is a measure of its agility.