## Governments and regulators 

Governments and regulators are charged with ensuring food safety. In developed markets, food regulation in general is highly developed and compliance requires strict grower attention. At the same time, emerging markets are becoming more aware of food safety, with a view to both protecting the domestic food supply and realizing export potential, and are stepping up their own regulatory regimes. Changes in regulation are not synchronized or harmonized internationally, which further increases complexity. 

## Environmental pressures 

Growers must contend with external environmental impacts: climate change, weather volatility and water scarcity. While striving to increase their productivity despite these challenges, they face growing pressure to minimize their own environmental impacts and play a full part in sustaining ecosystem services and biodiversity. We can help through our modern technology which is designed to preserve the environment, and through our education and stewardship activities. 

## Societal pressures 

In developed economies, health awareness among consumers and governments is leading to increased government intervention in food consumption patterns. In 2011, Denmark introduced the world’s first tax on saturated fats. Food producers are also responding, with Pepsico for example launching a range of potato chips which it claims has 50 percent less fat than existing products. So alongside the regulation of technology, there is the need to expand the scope of technology to further cater for end-user requirements. 

## Input costs 

Raising farm productivity often means higher input costs: farmers need to invest upfront in better seed and more sophisticated crop protection. The return on investment is rapidly visible and easily monitored. 

Local manufacturing makes our products affordable to smallholders and pack sizes are adapted to local needs. Timely advice matters, too – so that farmers do not spray more often than is necessary, for example. In markets such as China, where chemical overuse is a particular problem, better education and more modern products can save farmers money while reducing environmental impacts. 

