We live in a world where resources are scarce, the global population continues to grow, climate change has started to have a significant impact on the global economy and traditional capitalist business models continue to exploit resources in an unsustainable manner. All of this has led to the sprout of political extremism and the dissemination of false information to mask real problems such as climate change. Fortunately, a new generation concerned with the social, political and environmental future of the planet, has already started to drive change across many industries and continues to disrupt the foundations of our society for the betterment of the global population. 

Jeremy Rifkin, economic and social theorist, author of 20 bestselling books about the impact of technological changes on the economy and environment, and political advisor to the European Union and China, believes that this generation will be key during the Third Industrial Revolution. With Internet technology and renewable energies already merging to create a new infrastructure, the last of the great Industrial Revolutions will lay the foundation for an emerging collaborative age with new, green businesses improving performance and reducing costs, while laying the basis for a sustainable global economy. This transformation will signal the end of industrious thinking, as businesses that remain plugged into a Second Industrial Revolution model dependent on fossil fuels like synthetic fertilizers and pesticides, heat, transport and power, will no longer remain competitive.   

In the following video, Rifkin makes an emphasis on the dire need for companies to adapt their business models and explains why the Third Industrial Revolution offers hope that we can arrive at a sustainable post-carbon era by mid-century. 

With climate change now ravaging the planet, the transition to a new economic era has to happen fast. At Primal, we have embraced this opportunity since inception and built our entire business model around the need for sustainability and social responsibility. Ahead of the curve in sustainable agriculture, our organic practices not only produce higher yields, but also protect and nurture the surrounding environment without wasting energy or valuable natural resources. While traditional agriculture renders land unfertile, our approach to agriculture relies on organic and natural inputs that create an actual ecosystem, where pollinators and wildlife thrive thanks to the use of safe substances that help to reduce the effect on greenhouse gas emissions. 

As an industry tasked with feeding the world, we see the introduction of the Internet of Things (IoT) as key to our success. Monitoring our crops through the use of drone technology, real-time data analysis and sensors help us determine the appropriate amount of organic inputs needed in order to avoid waste and assure sustainability throughout our projects. The use of precision technology allows us to eliminate inefficiencies, reduce fixed costs and increase profit margins. As part of our Zero Carbon Footprint Plan we have installed solar panels across our plantation, and continue working towards total clean energy and independence from the Brazilian National Grid. Through our beauty & personal care brand, ViTA, and its 100% OceanBound recycled plastic bottles, we are further repurposing the energy of plastic products back into the chain of production, while keeping the oceans plastic-free.   

Addressing climate change and sustainability throughout all aspects of our business, we consider our project an integral part of the Third Industrial Revolution, benefitting both the environment and stakeholders through our synergy of People, Planet, and Profit.