Rabo Research's David Magaña on a Global Approach to Consumer Desires

David Magaña is Vice President and Senior Analyst of Rabo Research in North America for fresh fruits, vegetables and nuts, and he shares his global perspective on the present challenges in agriculture on this week’s episode of Voices of the Valley. Together with hosts Dennis Donohue and Candace Wilson, David discusses the global factors of water, land, logistics and inflation that put pressure on agricultural production, calling it “a massive collision of forces.” With rising consumer demands, growers have to manage the ─ sometimes contradictory ─ desires of buyers and consumers.