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Blurb
Praise for The Innovation Revolution in Agriculture – A Roadmap to Value
Creation
This book is an important reframing of the role of innovation in agriculture. Dr.
Campos and his distinguished coauthors address the need for agriculture to feed a
growing global population with a reduced environmental footprint while adapting to
and mitigating the effects of changing climate. The authors expand the customary
discussion of innovation in terms of supply driven R&D to focus on the returns to
investors and most importantly the value to end-users. This is brought to life by
exploring effective business models and many cases from agricultural systems
across the globe. The focus on converting the results of innovation in R&D into
adoption by farmers and other end-users is its greatest contribution. Many lessons
from the book can be applied to private and public sectors across an array of agricultural systems. This book will be of enormous value to agri-business professionals, NGO leaders, agricultural and development researchers, and those funding
innovation and agriculture across the private and public sectors.
–– Tony Cavalieri, Senior Program Officer, Bill & Melinda Gates Foundation
The book by Dr. Hugo Campos and coauthors makes a compelling, strong, and
elegant case: market-led approaches to agricultural innovation are superior to purely
science-driven efforts. Innovation must focus on “the job to be done” and the satisfaction gaps users deal with in their daily lives.
The authors persuasively argue that innovation requires business models that create and deliver value to users, society, and investors. Interacting with the market and
clarifying user needs is the place to start, followed by finding technologies and
R&D strategies to address them—not the other way around.
Ultimately, developers of agricultural and food systems innovation must focus
on the user satisfaction gaps they seek to close, not the technical solutions that may
or may not address these gaps, epitomized by the concept of “user pull, not technology push.” Innovators and investors seeking returns on investment on agricultural
Blurb
Praise for The Innovation Revolution in Agriculture – A Roadmap to Value
Creation
This book is an important reframing of the role of innovation in agriculture. Dr.
Campos and his distinguished coauthors address the need for agriculture to feed a
growing global population with a reduced environmental footprint while adapting to
and mitigating the effects of changing climate. The authors expand the customary
discussion of innovation in terms of supply driven R&D to focus on the returns to
investors and most importantly the value to end-users. This is brought to life by
exploring effective business models and many cases from agricultural systems
across the globe. The focus on converting the results of innovation in R&D into
adoption by farmers and other end-users is its greatest contribution. Many lessons
from the book can be applied to private and public sectors across an array of agricultural systems. This book will be of enormous value to agri-business professionals, NGO leaders, agricultural and development researchers, and those funding
innovation and agriculture across the private and public sectors.
–– Tony Cavalieri, Senior Program Officer, Bill & Melinda Gates Foundation
The book by Dr. Hugo Campos and coauthors makes a compelling, strong, and
elegant case: market-led approaches to agricultural innovation are superior to purely
science-driven efforts. Innovation must focus on “the job to be done” and the satisfaction gaps users deal with in their daily lives.
The authors persuasively argue that innovation requires business models that create and deliver value to users, society, and investors. Interacting with the market and
clarifying user needs is the place to start, followed by finding technologies and
R&D strategies to address them—not the other way around.
Ultimately, developers of agricultural and food systems innovation must focus
on the user satisfaction gaps they seek to close, not the technical solutions that may
or may not address these gaps, epitomized by the concept of “user pull, not technology push.” Innovators and investors seeking returns on investment on agricultural