Rethinking Food & Agriculture 2020-2030 (2019)

We are on the cusp of the fastest, deepest, most consequential disruption of agriculture in history.


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About the Report:

Rethinking Food and Agriculture 2020-2030: The Second Domestication of Plants and Animals, the Disruption of the Cow, and the Collapse of Industrial Livestock Farming

By 2030, the number of cows in the U.S. will have fallen by 50% and the cattle farming industry will be all but bankrupt. All other livestock industries will suffer a similar fate, while the knock-on effects for crop farmers and businesses throughout the value chain will be severe.  
Rethinking Food and Agriculture shows how the modern food disruption, made possible by rapid advances in precision biology and an entirely new model of production we call Food-as-Software, will have profound implications not just for the industrial agriculture industry, but for the wider economy, society, and the environment.
Catherine Tubb and Tony Seba (RethinkX), September 2019
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180 RethinkX estimate, Bureau of Labor Statistics, John Dunham & Associates. Employment estimate includes animal production, slaughter, processing, wholesale and distribution. United Soybean Board (USB). Economic Analysis of Animal Agriculture. Decision Innovation Solutions. Retrieved from
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188 National Beer Sales and Production data. Brewers Association. Retrieved from
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190 Bates, C. (2016, February 17). When foot-and-mouth disease stopped the UK in its tracks. BBC News. Retrieved from
191 Ramos, S., MacLachlan, M. & Melton, A. (2017). Impacts of the 2014-2015 Highly Pathogenic Avian. Influenza Outbreak on the U.S. Poultry Sector. USDA, ERS. Retrieved from Akpan, N. (2019, June 20). To fight the next major pandemic, flu hunters turn to these animals. PBS News Hour. Retrieved from
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193 Hervey, A. (2018, April 5). I Like My Steak Lab-Grown, NotGrass Fed. FutureCrunch. Retrieved from
194 Compassion in World Farming. Strategic Plan 2018-2022. Retrieved from
195 American Society for the Prevention of Cruelty to Animals (ASPCA). Factory Farms. Retrieved from Reese, J. (2017, October). Survey of U.S. Attitudes Towards Animal Farming and Animal-Free Food October 2017. Sentience Institute. Retrieved from
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197 Association of Brazilian Beef Exporters. (2016, September 2). Brazilian Livestock Profile: Annual Report. Retrieved from
201 Dairy Export Incentive Program (DEIP) cover the difference between American farmers’ cost of production and prevailing international prices. Grey, Clark, Shih and Associates. (2018). Retrieved from
202 Moon, E. (2019, January 10). What Will The U.S. Government Do With 1.4 Billion Pounds Of Cheese? Pacific Standard. Retrieved from
203 U.S. Popper, N. (2019, February 9). You Call That Meat? Not So Fast, Cattle Ranchers Say. New York Times. Retrieved from Heid, M. (2016, January 8). Experts Say Lobbying Skewed the U.S. Dietary Guidelines. TIME. Retrieved from here.
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