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Meet Your New Boss: The Millennials

Just when you get the target in sight, it moves! Nothing is more true about America’s food target. 

After decades of catering to every whim of the baby boomer generation, the boomers are becoming old news. A new generation – the millennials – is taking over, and this group will be just as dominant as the boomers have been for the last 30 years.


  • The oldest boomers (born between 1946 and 1964) are now 70, fully into the scaled-down lifestyle of retirement. Thousands more retire every day.
  • Their children and grandchildren, the millennials (born in the 1980s and 1990s), are an even larger demographic now – about 80 million in the U.S. The oldest are just turning 35; the youngest aren’t even out of school yet. They’re taking new jobs as rapidly as the boomers retire.
  • Already the millennials’ tech-savvy swagger and idealism for making the world a better place is changing every aspect of business, including your business: what we eat.
  • Solid research says the millennials’ pursuit of a healthier lifestyle is filtering up and down the generational ladder. The kids of millennials will eat the way their parents train them. Here’s the biggie: Millennials are teaching their parents – the boomers – how to eat healthier. Like it or not, millennials are changing everybody and everything.

What does all this mean to you? Consumers have always been your ultimate boss, and this new one taking over is younger than you have pictured. If you intend to farm for another five years or 40, she’ll be with you the whole way, wielding her influence all the way back to the crops that are in highest demand. 

You can either learn her wants and provide them, or you can wish for the boomers to turn back the clock.

That seems no more likely than $7 corn this year.

The articles below introduce you to this new boss by giving you a glimpse into her world and psyche. We’ll also offer ways on how you might fit in.

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