Global Food Security: How Marketing Can Help

Marketing is the business of matching supply and demand, profitably. More broadly it includes creating demand and/or creating supply. We apply these ideas to an urgent supply/demand problem, that of feeding the additional 3 billion people expected to be on earth by 2050. We argue that this can be achieved by a combination of tweaks to the supply side and tweaks to the demand side. But the sooner we start, the better.