| GLOBAL CHALLENGE One of the oldest and most painful GLOBAL challenges is poverty among smallholders in emerging economies. For decades, we have been trying to tackle this challenge by improving the Technology smallholders have access to. In short, we expect Technology to solve poverty for us. But is this a realistic expectation in light of the professional and business poor results and the growing number of smallholders in poverty? Is it possible that Technology alone, no matter how good it is, will not solve the global challenge of poverty? And, if this is the case, then what will? THE GREATEST LIMITATION The most significant limitation we face is that of ourselves - to observe our own limitations. We are so sure in what we do that we have no doubt we are on the right trucks to success. This is even more extreme if you are “experts." Nokia didn’t see (on time) the limitations of the technologies and concepts they were using. They remained oblivious to the fact that their solutions were obsolete. The result was their super-fast disappearance. Remember this, when it comes to seeing limitations and needing to develop or switch to something else; we are our worst enemies. Was Technology, finance, or lack of experts the most significant limitations of Nokia, or was it something else? DISSONANCE We expect science and technology to solve all of our problems, including smallholders and the agro-industry in emerging economies. When that doesn't work the way we expect, we blindly continue pushing the same way, the same direction, as if the next time will perform better than the thousand times preceded. It is time to internalize; TECHNOLOGY can’t solve everything. It is time we ask, “What should WE do differently?” FIRST ORGANIZATION THAN TECH Landing on the moon was probably humankind's most technical challenge and achievement until today. Interestingly, J.F. Kennedy, in his iconic "Go to the Moon" speech on September 12th, 1962, emphasizes other matters than Technology. “We choose to go to the moon. We choose to go to the moon in this decade and do the other things, not because they are easy, but because they are hard, because that goal will serve to organize and measure the best of our energies and skills, because that challenge is one that we are willing to accept, one we are unwilling to postpone, and one which we intend to win, and the others, too.” JFK understood too well that to reach the stars; you start by focusing on yourself, organization, skills, abilities, and challenges. You need to want to reach the stars, and you need to measure your activities and overcome the unknown limits in front of you. Take JFK's speech and switch "moon" with "poverty ."Do you see "technology"? In the end, technological solutions are tools. The challenge has always been to improve ourselves and our organization level. PARADIGM SHIFT Technology, finance, access to market, knowledge, etc., are problems, but not The Root Cause of poverty and undeveloped agro-industry! The Root Cause is, always was, and will be – ORGANIZATION and related issues. The difference between countries and farmers is no longer Technology, which is equally available to all. Differences in the success of the agro-industry are due to non-technological elements, which we call "The Business Envelope." The Business Envelope is the chief responsible for industries’ prosperity, and is reflected in “Soft” topics, such as – ♥ Culture – relations, business values, work relations, mutual trust, transparency of activities, collaboration, etc. ♥ Environment – business structure, regulatory, financial, national, and international agreements, operational infrastructure, value chain, etc. ♥ Ecosystem – way of doing business, network, investors, technologies usage, workforce, skills leading global experts, etc. You can’t develop a prosperous agro-industry without giving full attention and developing the Business Envelope. | 
