Agriculture as a part of society (as well as the agricultural industry and preferably the communication chain within the agricultural industry) must rethink its role. In the field of crop protection, for example, we find that the market in West Europe is virtually saturated. Almost all the problems in crop production can be solved with some available product. At best a qualitative interchangeability can be hoped for, or a qualitative displacement with limited opportunities for growth. The diagram shows that the fields of action are large. In the research and development branch, stiff demands are made for ever better, more intelligent, environmentally safer products. The environmental requirements in a way are the highest hurdle - on the one hand a positive feature, but also riddled with a myriad of incongruities.