In the past few decades, we've seen social media disrupt the news industry, electric technology disrupt the automotive industry and online market places disrupt the retail industry.
So far, the agriculture sector has remained unscathed. Fertiliser, genetic modification, irrigation and robotic engineering, to name just a few, have helped turn productive land into even more productive land - enhancing primary production, rather than disrupting it.
This year a Top Gear clip from 2011 again featured on social media, showing a Nasa "cloud machine" - technology that can create a rain cloud from nothing more than energy and air. Surprisingly, most comments questioned its validity.
I, for one, think the point was lost - being not to argue whether the machine worked, but rather to imagine the possibilities.
One of the biggest risks faced by any crop farmer, and therefore any investor with interests in the sector, is the availability of water.