This was on the front page of USA Today :
I think one of the biggest challenges for our generation of agriculturists is connecting with an increasingly urban group of consumers and politicians. The average person today is 2 generations removed from the farm and this number is going to continue to grow. At the same time, people are wanting to know more about the food they are eating than ever before. I think it will be up to agriculturists to reach out and make this connection, especially over the Internet.