The global demand for food is expected to double by 2050, and to keep food safe, abundant, and affordable new technology will need to be used. Technology in agriculture has been improving over the last 50 years, so that inflation-adjusted food prices are lower today (2012) than in 1960. Also, technology advances mean that land use, water use, and carbon footprint has decreased per pound of beef produced. 95% of consumers make purchasing decisions based on taste, cost, and nutrition, but not on food safety or agricultural methods, meaning they should be open to products produced using new technology.  New technology is essential to provide food for a growing population, and to provide product choices in a sustainable manner.