There are certain factors that can be looked at in order to determine what may be impacting the industry in the future. Global competitiveness must be maintained for Canada’s industry. Consumers are becoming increasingly aware of pathogens (such as E. coli), which leads to more concern (even though food is most likely safer today than ever before!). This will probably lead to technologies that allow for safer or better guarantees. Expectations of environmental soundness are also increasing, so technologies will emerge to address these issues. Animal welfare will be addressed to ease the minds of worried consumers. New technologies that help to achieve enhanced market access are likely to be desired. For any technology to be adopted, the farmer must first accept it. However, access to technology may be limited because farmers see it as providing a competitive edge, so therefore technology will likely be kept secretive.