Ian Proudfoot has three big picture topics on his mind: the role industry needs to play in addressing the nutrition deficit we have in NZ (how can we think we can be regarded as selling the best food in the world when we have the third highest obesity rate in the western world, what does that say about our food), change is happening all the time it won't slow down and the challenge is to stay ahead of changes, and thirdly prices premiums for attributes in food (like grass fed) are transient and when premiums become recognised they will quickly be commoditised so we need to produce the next major attribute which is likely to be carbon zero food.