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I have a huge amount of time for good applied research. The best material coming out of universities and other research establishments is very relevant to business practitioners and deserves a wider audience than I suspect it gets. Our two series of books for the food and agribusiness industries (The Food and Agricultural Marketing Series, and Gower Sustainable Food Chains Series) are a case in point and there are also some wonderful case studies on the website of the Centre for Value Chain Research (headed up by the Series Editor of the latter series, Professor Andy Fearne).  If you are in the food or agribusiness industries, do have a look at this material and maybe you’ll start to share my admiration for our researchers.