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3. How do you satisfy baby boomers "who never want to die?" Consultant and former Weston CEO Gaétan Lussier believes processors need to innovate.

Gaétan Lussier, former CEO of Weston and Culinar Bakeries, preached the message of innovation pointing to the rise of pre-cooked meals as one example of successful agri-business marketing.

Aging baby boomers (45-54 years old) will dominate the consumer landscape with their numbers increasing by 30 per cent between now and 2005. New food products will be needed to meet their demands for convenience and better health.

Lussier pointed to survey results showing that three out of four consumers are interested in quality food for health reasons. Six out of ten read the label. In Canada, 50 per cent are concerned with food safety, 70 per cent in Europe.

But meeting consumer expectations will be easier for large multinational companies who can create brand recognition. Smaller operators, believes Lussier, will need to cut down on their regional brands and instead, partner to create more recognizable national brands.

In addition, his recipe for success calls for more investment in research and development, improved factory efficiency, exporting of value-added products, niche marketing and cost cutting. In a nutshell: more innovation.