Agribusinesses face substantial mindshare load for tradeoffs among competing
demands from new laws and regulations, new technologies, and resource sustainability
and preservation. Many suppliers must provide research support for the health
benefits of specific ingredients, or provide credible evidence that ingredients result
in no harm. Producers and suppliers of pesticides, fertilizers, seeds, aquaculture, and
managed forests must follow strict ecological regulations and goals. Agribusinesses
must compete with cities for water and power while minimizing air, ground, and
water pollution. Food retailers—and therefore the entire agribusiness industry—face
increasing pressure from health, vitality, waste, and animal rights advocates.