with decoupling elimination (substantial reduction), look at the market and see what you can do better do develop your business took 20 years to change this policy, you've protected too much now go live on your ownchanges in production decision: famrer looked at different products, new attention, other sectors farmers are open to something new (banana', avocado's)increased attention to quality aspects: product differentiation, differentiation inside the differentiated product, big varieties in apples, more attention to quality as taste but also environmentalmore attention and interest in hoizontal and vertical collaboration: famers need to suppport each other and need professional to support them, in chain weakest link counts

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