In the United States, farming and technology go hand-in-hand in production agriculture. Technology helps improve productivity, efficiency and safety. Now, we’re discovering new ways that technology and digital strategies can offer similar benefits when marketing U.S. farm and food products overseas.
I recently led a group of women agricultural leaders on a trade mission to Shanghai and Hong Kong in China. One of the most interesting things we saw and learned was how e-commerce is paving the way for Chinese consumers to gain quick and easy access to high-value U.S. food and agricultural products. As a young, Chinese shopper explained to me, he purchases nearly 80 percent of his groceries online – skipping the trip to a traditional wet market or Western-style grocery store.