Unfortunately, the statistics sighted in Mr Ruthven's research document are correct. However, his interpretation and conclusions are not necessarily perfect.
Since i am not involved in agriculture, my contribution is very limited to this discussion. But - for the people who are interested in this sector and follow the latest trends/ developments - here are two fascinating and highly informative links to read:
I promise - you will not be disappointed. In regards to profitability, pricing, market share and other commercial information in the sector - sorry for not being able to post on HC sensitive information.