The present paper presents a non-technical overview of contemporary developments in food supply, as seen from the standpoint of economic adjustment. The historical concerns over availability and price of food have now passed in the UK, and agriculture is no longer dominantly driven by the supply-side forces of new farming technology and the stimulus of support policies. As a now demand-driven sector of the economy, it is the developing diversity of consumer food preferences that will increasingly determine the adjustment path of agricultural production. Those demands seek distinctive elements of food value, many of which are entirely created and delivered by industries beyond the farm gate. However, many of the quality characteristics of food that consumers increasingly seek are associated explicitly with what takes place on farms and how crop and livestock husbandry is conducted. In responding to these demand preferences many farmers will shift from being merely raw material producers to becoming genuine producers of food, or capturing more of the final value of the products consumed. As a result a dual structure within farming will develop, with a ‘quality agriculture’ becoming increasingly differentiated from a ‘commodity agriculture’ as two distinct strategies for farm business survival.