"Logic would dictate that the role of the existing channels, both direct and indirect, would become marginalized in a commodity world", sumarize Janet Waxman and Ken Presti into their report about the IT market (Commodity is not the end of the channel) ; " but at any point in time, different technologies are at different points in their life cycles, meaning that partners that do an effective job of evolving with industry trends are best poised for ongoing success".
This is also applicable to other products, even such "basic" ones as raw materials for feed and food. The Flax Canada 2015 initiative is a good example of the essential role which could be played by effective actors on the emerging market of bio-economy, explains John Oliver
I think they’re right to be worried. I don’t believe that Canadian agriculture can survive the way it’s currently structured.
But I’m not a pessimist. Quite the opposite – I think the potential is enormous. What’s needed is a vision, and the will to do what’s necessary to achieve that vision.
That’s why we’ve undertaken the Flax Canada 2015 initiative. Flax is much like canola was in the early 1970s – an industrial crop whose health benefits both in food and animal feed are just being recognized. It also has huge potential in terms of being a source of fibre, as a biofuel stock, and using its component constituents for industrial purposes.
Our approach is to think of flax in terms of its ability to provide solutions for society. For example, we look at the trillions that are going to be spent on health care in
Flax is an example of what