Assumptions often get in the road of alternatives. Consider this one: "Consumers are unwilling to pay more for food." A look at trends and demographic data debunk that assumption.

In the United Kingdom only 16 per cent of consumers are price sensitive. In North America that figure, while higher, is still only 30 per cent. The real story about consumers is their changing interests. Convenience is no longer the primary factor when U.S. consumers fill their shopping carts. Eating healthy now shares top spot, according to Food Technology, flagship magazine of the international not-for-profit scientific society, Institute of Food Technologists. The magazine regularly publishes a list of "The Top 10 Functional Food Trends" based on numerous studies of consumer behavior.

Their documented food trends include: do-it-for-me-foods, super-savory, sophisticated, a new kind of home-spun, light and lively, do-it-yourself health, eating better, counting carbs, eating for change, must-have ingredients, fizzy, fruity and flavored, naturally gourmet and high-powered alternatives. Nowhere is price listed as a consideration.

And then there is the assumption that Ontario commodity prices – low commodity prices – are the result of overproduction driven by massive farm subsidies provided by European and US governments. This is no longer true. In the last five years Brazil has become the world’s largest exporter of beef and chicken; growing their market share of beef from 8% to 25% and chicken from 18% to 40%. Brazil is now the second largest exporters of soybeans with a market share of 35% and the fourth largest of pork. Brazilian soybean production alone has tripled in just 15 years. A massive amount of new resources have been turned to commodity production in South America.

These new resources in world agriculture are the real drivers of low prices. CFFO’s discussions about fair share commodity prices will not start by grumbling about our inability to compete with foreign treasuries. We will explore alternatives to South America’s emergence .