21 hours Ago By Lindsay Hess
Texas A&M AgriLife’s Marco Palma leads quest for consumer-driven, responsive food system April 3, 2025 - by Lindsay Hess By reshaping food production systems to be responsive to consumer research on buyer preferences and needs, agriculture could help increase human health, profits and environmental sustainability. Marco Palma, Ph.D.
, is interim associate director of Responsive Agriculture at the Texas A&M AgriLife Institute for Advancing Health Through Agriculture , IHA. His interdisciplinary expertise across economics, human behavior and agriculture give him a competitive edge to lead research that merges agricultural science with technological innovation. “At the heart of this work is the human element — the decisions people make and their broader economic and sustainability implications,” he said.
“By analyzing these choices, economists can uncover ways to enhance efficiency and ensure outcomes that benefit all stakeholders in the agricultural sector.” IHA blends nutrition into agriculture supply chain The research being done at the IHA is unique, Palma said, because of the joint emphasis on nutrition and health. The IHA builds upon key strengths of the land-grant university system and adopts a consumer-driven approach, which Palma believes is crucial to designing a path where the entire agricultural supply chain participates and benefits.
Palma’s leadership is rooted in human behavior research and a comprehensive view of agricultural economics — a field that extends beyond traditional farming practices to encompass the entire supply chain. This includes everything from production and resource management to consumer behavior and market trends. Advocating for resilience in the agriculture industry, Palma said tailoring the industry’s endeavors to the evolving needs of farmers, processors, retailers and consumers through science and technology innovations is of the utmost importance.
A key focus of Palma’s work is a data-driven understanding of consumer behavior and how agriculture must evolve to meet shifting demands: enhancing resource allocation, improving food security and strengthening the resilience of agricultural markets. Food system resiliency starts on the farm A part of Texas A&M AgriLife Research , the IHA is the world’s first research institute to combine precision nutrition, responsive agriculture and behavioral research to reduce diet-related chronic disease in a way that considers environmental and economic effects, such as better food systems. “A resilient food system starts on the farm, and as a land-grant institution, Texas A&M is the ideal research university to connect agriculture, technology and nutrition to drive real-world impact,” said Palma.
Under Palma’s leadership, Responsive Agriculture research at the IHA considers key data analytics to turn vast amounts of information into actionable insights for, producers and policymakers, ensuring agricultural advancements translate into meaningful change. Palma believes that by bridging industry and science, the IHA fosters collaboration that goes beyond individual fields of study, developing scalable, localized solutions to improve efficiency and public health. Creating a healthier future On April 7, World Health Day, Palma and the IHA will bring together industry leaders and scientists to address challenges in food and nutrition at the Responsive Agriculture Forum: The Solution to Creating a Healthier Future .
Industry experts will share insights on key sectors — horticulture, row crops and animal protein — highlighting investments in nutrition, sustainability and consumer health. At a time where food security is national security, the demand for a resilient and health-focused food system has never been greater. Aligning IHA scientific expertise with industry needs accelerates innovation and meaningful change across the agricultural and food sectors, ensuring food systems can meet the needs of rapidly growing populations.
Driving health forward Advancements in agriculture, technology and logistics are making food more efficient, affordable and globally accessible. This ensures year-round access to diverse, healthy options that were once limited by seasonality. It’s just in time, too, said Palma.
“People’s lives, health and well-being are at stake. We cannot fail. That’s what keeps us driving forward, because it’s of vital importance to human health.
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