Farmers are accustomed to operating under pressure from both ends of their business. Upstream, four companies, Bayer, Corteva, Syngenta, and BASF, collectively control more than half of global commercial seed sales. Downstream, in Australia, Coles and Woolworths alone account for around 67% of grocery retail volume. The farmer sits in the middle, bearing the operational and climatic risks while having almost zero bargaining power at either end of the transaction. The Treadmill Nobody Chose covered this squeeze in detail. This piece is about the third pressure point layered on top of it.