Agribusiness people at all levels of the value chain spend a great deal of their time
working on nontraditional agribusiness issues, such as relationship management in
the supply chain and influencers of the chain. Agribusiness people focus on ecology,
product safety, refuse management, and the preservation of natural resources (e.g.,
Trojnar, 2001). Time pressures also are mounting; consumers and members of the
value chain simultaneously have become less patient and expect delivery, payment,
services, etc., much more quickly