I’m a strong believer that people who are great at their job are artists. They go the extra mile to make their work better, without expecting anything in return.

But the thing with art is that it’s not for everyone. You won’t find any of Jackson Pollocks work in my house. Taylor Swift sold more music in the last 10 years than anyone else in the world, yet 12% of her reviews are 1 star. “Worst song ever!”, kind of reviews.

I see the protests against agriculture in the same light. It’s not for everyone.

We should accept feedback if it’s constructive and nurturing of improvement, but reject it if it’s yelling at us saying we’re wrong.

The world is becoming more specialised.

20 years ago we’d go to a pub or a restaurant if we wanted an evening meal and night out. Now there is every type of restaurant imaginable, wine bars, late night cafes, microbreweries and boutique eateries.

The ‘normal distribution curve’ has been flattened out and is continuing to do so. The long tail is getting longer.

Even in this commodity trade, and despite industry rationalisation attempts, we have more bin grades of wheat, barley and canola than ever before.

This trend won’t change. Hence why I’m working on the farmgate vertical value adding project that I mentioned at the Future Grains seminar last month.

It’s also why large businesses don’t do this service job well. It’s a personalised service that needs to be just right for each farming business.

Commodities and agriculture have a great future, despite what some say.

Niche is the new normal, and agriculture has a great future to service the millions of niche markets.