From AgriMarketing Magazine - Without a doubt, the production agriculture industry is experiencing some of the better times it has seen in recent years. The question on many people’s minds is whether or not this trend is sustainable over the mid- to longterm. Answering this question is difficult, but one way to obtain some insight is to assess the supply and demand forces shaping the industry. There are five fundamental forces of particular relevance, and in this article we discuss the first three. The final two will be featured in our column in the next issue.