The pork industry may face many challenges in the next 40 years, especially from negative public perception, but new technologies may be able to counteract them. Webb predicts there will continue to be large developments in genetics with technologies like genetic marking, genetic modification, and cloning in the forefront. Genetics will also be able to contribute to medicine developed for a specific genome, designer bacteria, and synthetic meat. Automation will be able to increase food safety by lowering the chance of contamination, and the possible applications of nanotechnology are still being theorized. Finally, quantum biology may develop allowing a genome to be mapped easily and quickly. The key to using the full potential of new technologies lies in understanding consumer demand, communicate clearly with consumers, innovation in all aspects of the industry, a strong scientific support, and research funding.