I've noticed over the years that the more emotion there is in a particular category and the less branded it is, the more opportunity there is. I've seen over the years, many categories, especially in agriculture, get picked up and suddenly branded. One of the best-known examples of this recently has been eggs.

Ten to fifteen years ago, there were very few strong brands operating in eggs, and now there are very strong brands playing in eggs. In the world of agriculture, there are lots of different ways to create a really strong brand: either looking at processes, looking at providence or looking at some of the people involved in the brand.

What kind of product stories can you tell and how can you create an entire holistic brand experience from that? It's more important than ever in the world of agriculture to have a really strong brand. This can be achieved by having really clear brand codes, having a really clear brand meaning, and making your brand as famous as possible. They are the three secrets to a strong brand. Apply them to agriculture, and you will have a really strong business.