TOWARDS A NEW FRAMEWORK FOR AN AGRICULTURE & HORTICULTURE EMBEDDED IN SOCIETY

In the beginning of the 21st century the development of the agricultural sector in most of the modern industrialized countries continues to follow the main directions that have already been laid down, but in doing so it is influenced and challenged at the same time by a number of factors in a wider social, economic, ecological and geographical context. The key elements in this 'autonomous' development, besides the ongoing integration in society, are the agricultural sector's strive for an equal development in economic and social terms and the impact of the ongoing technological development. It will be affected by an accelerating globalisation and liberalisation of agricultural production and trade. This seems to give the big multinational chains a free hand for a unilateral optimization of economic progress, facilitated by technological progress and rapidly transferable knowledge. The increasing awareness of the need for a 'license to produce', however, leads to a balanced strategy, in which not only economy (profit) but also ecology (planet) and the norms and values of technology and society (people) have a place. This 'triple bottom line' or ' corporate social responsible activity' proves to be a generally new three dimensional framework for further development in all branches' of industry, including agriculture. It will have big consequences for operating and that goes for the Dutch agricultural sector too. This new framework which can be used as a tool for guidance in organizing and developing agricultural science and technology, is elaborated in this contribution.