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20 years ago… Sequoia was born in Steve’s dining room… SEQUOIA: HOW OUR CLIENTS HAVE SHAPED US …in a house similar and close to Harry Potter’s Uncle Vernon… ...in (fictional) Privet Drive. We thought we were helping to shape our clients – but the real magic was…
…our clients were actually shaping us! SEQUOIA: HOW OUR CLIENTS HAVE SHAPED US
The Sequoia Partnership Berwyn House 2 – 4 High Street Chalfont St Peter Buckinghamshire SL9 9QA Tel 01753 891400 Fax 01753 891600 Dear Reader, Back in 1992… • There were ashtrays on the tables in restaurants • We navigated using large printed sheets of paper folded in complex ways • Our television was a huge glass tube in the corner of the room • Our computer was a huge glass tube dominating our desk • If you wanted to buy a book you went to a bookshop • If you wanted to buy a DVD - you were out of luck, they hadn’t been invented • If you wanted to speak to somebody while out and about you had to find a phone box • You could fly from Europe to the USA in 3 hours • You could argue for hours with your friends in the pub about which animal has the largest eyes – and never find out the answer (it’s the Giant Squid by the way) • and Sequoia was born… 1992 was a time of optimism and change – more change than we could possibly have imagined. The 1992 Summer Olympics held in Barcelona illustrate this well: • South Africa was allowed to compete for the first time since 1960 as the long shadow of apartheid finally began to recede • Following reunification, Germany competed as a single country • There was no USSR or Russian team. The Soviet Republics competed as the ‘Unified Team’ and topped the medal table • The Baltic States of Estonia, Latvia and Lithuania had their own teams • For the first time Croatia, Slovenia and Bosnia-Herzegovina competed as independent nations after separation from Socialist Yugoslavia • Federal Republic of Yugoslavia was banned due to UN sanctions, but individual Yugoslav athletes were allowed to take part as ‘Independent Olympic Participants’
But, beyond this obvious and visible political turbulence, unknown to and unseen by most of us - the world of geeks and acronyms was about to revolutionise the world in ways that we could not imagine: • A team of engineers meeting at Fraunhofer IIS had ISO/IEC 11172-3:1993[5] approved. This is a standard for compression and transmission of digital audio files – better known as MP3 • The European Telecommunications Standards Institute finalised the standards for second generation digital cellular networks for mobile communication, under the title Groupe Special Mobile – or GSM. This included the standard for sending short text messages between mobile devices known, appropriately, as the Short Message Service – or SMS • A completely unknown engineer at a largely unknown research organisation worked on a project to help researchers share documents globally using Dynatext – a generalised text markup language. Tim Berners Lee of CERN called his project W3 – or World Wide Web. Twenty years later most people on the planet rely on MP3, SMS and WWW. In celebration of our first 20 years in business - this is the story of those two remarkable decades in words and pictures. Claire Johnson Helen Ritchie Sarah Sheppard Sam Shortt Francesca Rooney Steve Wall Matt Rushton Geoff Pritchard David Bosomworth Erika Biggadike Alex Openshaw
Founded in Steve’s dining 12 members Nelson room Mandela German freed Reunification First American First complete Sequoia South Africa Lady to run for holds first public office democratic elections Rwandan Good Friday refugees start to Agreement 1992 return home 1990 1994 2000 1991 1993 1996 1998 1995 2001 1999 Gulf War Oslo 1997 ends Soviet Union Accords dissolves Final fighting in China joins Serbia/ the WTO 15 members Croatia war EU Landfill Sovereignty of Directive to drive Hong Kong In 1992 the European Union consisted of 12 member states, handed to the Waste Recycling US $6.1 trillion GDP and 346 million people. People’s Republic of China
Now the European Union has 27 member states, US $12.6 trillion GDP and 502 million people. Euro currency launched in 12 Russian joins WTO countries 25 members after 18 years of negotiation Aung San Suu Ellen Johnson Ky released Sirleaf becomes from house first elected £500 billion arrest female head of bank bailout state in Africa announced in UK 2002 2004 2012 2010 2006 2003 2008 2011 2005 Iraq war 2007 2009 Chernobyl begins Nuclear Plant ceases Libyan flag operation Tunisian replaced above UN Office in protests Geneva Angela Merkel herald the becomes first US $40 billion Arab Spring female German owed by 18 Chancellor Highly Indebted Poor Countries is NATO expands written off Obama to 28 members sworn in 27 members
A False Dawn on European Integration? Interest Rates on 10-year Government Bonds 26.9% 24.5% Introduction Period of perceived integration Lehman of Euro Bankruptcy 7.2% 1.3% 1993 2012 Greece Portugal Ireland Spain Italy France Germany
The End of Boom & Bust? Global Cycle Synchronisation “Under this Gordon Brown: Government, Britain Pre-Budget will not return to the Report 14000 boom and bust of the 9th November past” 1999 12000 10000 8000 6000 The Birth of Sequoia 1992 4000 2000 0 1983 FTSE Rebased Dax Rebased DowJ Rebased 2012
Chinese labour wages are low compared Imports and Exports increased by over with other developed countries 2,000% from 1992 to present day But China’s GDP per capita is still far behind… USA Average hourly wage per hour USA In 2008, China overtook the USA in car This has contributed to lifting ~ 625 production million Chinese citizens out of poverty 70 China 18E6 cars 1990 China 1993 1992 2010 1996 1999 2002 2005 2008 4E6 cars 0 China Rising GDP (million USD) But much more to come
2005 London Big Bang £5,526bn Deregulation of Financial Markets $1,210bn 762 50 1986 360 161 $2,703m 0 £2,495bn 46,170
To cope with the growing size and complexity of our clients... SEQUOIA: HOW OUR CLIENTS HAVE SHAPED US STRUCTURE Following Unilever’s acquisition of Bestfoods in 2000, we were tasked with determining the optimal supply chain infrastructure for the newly created company. With no ‘off-the-shelf’ optimisation tools able to cope with the scale & complexity of the problem, we decided to build our own ‘industrial’ strength optimisation tool – which identified savings of €40m per year. ...we began building our own optimisation tools... Google Earth Images © 2015 DigiGlobe
...with enough horsepower to manage the biggest of projects. As our distribution strategies have grown in size & complexity, so has the challenge to communicate them effectively. Frustrated by the lack of quality mapping software available to visualise large geographic areas, we built our own software to use Google Earth to communicate the new strategy. The optimal infrastructure saved €14m. BUILDING SUPPLY CHAIN CAPABILITY SEQUOIA: HOW OUR CLIENTS HAVE SHAPED US ...we began building our own optimisation tools...
Ageing Populations Europe 1992 2010 746 m 769 m Africa 1992 2010 World 1992 2010 Key 671 m 1026 m Female (blue) Age 0 100+ years Male (red) Total population 5.5 bn
Asia 1992 2010 3.3 bn 4.2 bn Japan 1992 2010 World 1992 2010 126 m 134 m 7 bn
Living Longer, Retiring Earlier Pensionable ages have fallen while longevity has increased Leading to a doubling of retirement life span in the OECD With an ageing population global pension assets are 90 Retirement age and life expectancy, men, years 80 Effective retirement age Official retirement age 70 Life expectancy 60 Austria France Belgium Spain Italy Germany Finland Netherlands Canada Australia Ireland Greece Norway Poland Switzerland USA Denmark Sweden Hungary Portugal Japan 1970 2010 50 UK
Increasing Pension Pots The top 7 markets hold28 trillion dollars in pensions funds –double 10 years ago With an ageing population global pension assets are growing $27,510 bn Australia Switzerland Netherlands Canada This is one third of global GDP. U.K Japan $14,812 bn USA 2001 Pension Funds 2011
Debt Crisis or Savings Glut 3 90 But debt, as a 60% percentage of assets, remains flat at circa 50% 1 Trillions of USD global assets under With Insurance and other funds, management (savings) have exceeded GDP – 2 at almost 80 As is well known, Assets trillion USD sovereign debt has also grown – the so called debt crisis – and is now approaching 40 trillion USD Debt 15 0% 2000 2010
Keep Borrowing to Stay in Office? Overall , the median age of people across the world is rising The average amount of years Later n that people live after retirement? retirement in developed countries has risen from 9 in 1970 to 19 today y A correspondingly larger amount of money has to be Smaller n pensions? put into pension schemes to insure an income after retirement y Pension funds like to hold a y Gamble n significant proportion of Pension? government bonds – as they are considered low risk Governments sell more Lose election and find another job bonds – and Sovereign debt rises
One Size No Longer Fits All 3.75 Energy Diversification i “The stone age did not end because the world ran out of Don Huberts stones, and the oil age will not end because we run out of oil” Shell, 1999 In real terms, there’s a downward trend… 1918 3.6 Continued Petrol Price Increases? 0.25 Nominal Annual 1918 2012
M. King Hubbert “The biggest source of energy on this earth, now or ever, is solar. This technology 1988 exists right now. So if we just convert the technology and research and facilities of 1981 3.50 Originator of the oil and gas industries, the chemical industry and the electrical power industry -- Iran-Iraq War Peak Oil hypothesis we could do it tomorrow. All we've got to do is throw our weight into it.” Does this hint at peak oil? …until recently 2012 30.8 Expensive alternatives will become cheaper in the future 29.5 20.5 20.8 The cheapest future alternative 13.3 15.3 Cost of Energy by Source 13.8 11.5 10.5 11.3 (Pence/kWh) 8.8 9.8 8 10 10.8 2011 Onshore 7.3 wind Offshore wind Solar PV Tidal Stream Wave 7 Nuclear Gas CS Coal CS 6.8 Gas 2040
Given the Unilever challenged How much supply constraints for us to reduce changeover stock shall I Evian water, Danone (who costs without incurring pre-build for knew of our skills for maths excessive obsolescence costs on the season ? with letters) asked us to look at SEQUOIA: HOW OUR CLIENTS HAVE SHAPED US short shelf-life aseptic soup the effect of their high seasonal production. We cracked how to peak on forecasting and stock include obsolescence in the classic requirements. The resulting EBQ/EOQ calculation – and model visualised and quantified identified €700k p.a. of savings the risks and uncertainties by moving to fixed cycle of their strategic stock scheduling. builds. “Don’t expect APO to work well on day one … you really have to learn how to optimise with it, when to PROCESSES fiddle with it and when to leave it alone, when it is giving you the good answers and when it isn’t .” Global Supply Chain Director, Danone Waters. weeks Cost per Unit Applying a rigorous approach to something Nestle had done by intuition we identified over €750k p.a. savings by optimising Cycle Length (Days) their line loading across multiple sites into a smooth repeatable “Sequoia helped us identify a 12.5% pattern – not a bad return on reduction in our Supply chain costs – a “quick question” they just by thinking about it ” sneaked in during a Supply Chain Manager, Nestle. major project.
Who knows ? … but we can tell you the value that your forecasting process is adding. We have integrated our unique metric into Unilever’s planning process - where it is used to Demand identify opportunities for Volume Capacity improving the Cost Cost of lost sales forecast. Actual sales stock Cost of stock Week no. Service Level “If we implement SAP & simply configure it to run how we operate today, nothing will improve.” BUILDING SUPPLY Supply Chain Director, Nestle. SEQUOIA: HOW OUR CLIENTS HAVE SHAPED US CHAIN CAPABILITY Replenishment Quantities or Forecasting Make Frequency Sequence Nestle asked us to challenge existing, experience based operating S&OP S&OP S&OP S&OP practices – we provided precision optimised targets that reflect the reality of each SKU’s characteristics by location - the Run Schedul Stock only relevant metric against Strategy e which to benchmark stock and service levels. Approac
At Least 2°C of Global Warming is Inevitable Rio Earth Summit, 20 Years On “Staying within the 450ppm threshold is unbelievably difficult.” Sir Bob Watson-2008 “Negotiations have Former head of the IPCC been very difficult Limit to prevent >2 °C of warming and very slow 450 PPM because of all these conflicting interests.” “Today we have agreed to hold UN Secretary General Ban Ki Moon- 2012 to present levels the Rio+20 Summit pollution we are guilty of.” UN Secretary General Boutros Boutros-Ghali 1992 Rio Summit Limit to prevent any warming 350 PPM 1960 Forecast 2050
Economic Development is an Imperative Increased Emissions Unavoidable? 100% 225 USA India 1. Economic development is the key factor in poverty alleviation, lifting developed countries out of poverty long ago – but this prosperity came at the price of significant CO2 emissions. 2. With billions of people poised to emulate the living standards of their richer % of population on less than $2 per day counterparts, future increases in CO2 emissions seem inevitable. Japan Carbon debt per living person (metric tons) China Korea China India Japan USA 0% 0 0 GDP/capita 50000
Waste – A Thriving Industry North America 120 Europe Consumer food wastage (kg/year) Latin America North Africa 0 S.E Asia Sub-Saharan Africa 0 % of income spent on food 40
“Each year in the European Union alone we throw away 3 billion tonnes of waste… amounting to about 6 tonnes for every man, woman and child.” European Commission Incinerated Recycled/composted (& other) Landfilled 100% 0%
Bigger Boats – Smaller World International Trade 1990’s 4,500 TEUs 1970’s 1,750 TEUs 2000’s 1980’s 1950’s 4,000 TEUs 800 TEUs 1950
2006+ 12,750 TEUs 20 London double decker bus 40 6,500 TEUs World Manufacturing Trade Volume Note: TEU (Twenty-foot Equivalent Unit) = Standard-size container 2010
Imports into EU-27 grew by over 250% 1992 2012 Google Earth Images © 2015 DigiGlobe
Rise of Eastern Europe New Retail Space in Europe 10 2011 Million sq.m Eastern Europe 490 470 Western Europe Eastern Europe trade 0 ($ current billion) 1990 2012 Productivity of Eastern Europe as a percentage of Western Europe 70 Current € per hour worked 1992 150 110 30 1995 2011 EXPORTS IMPORTS EXPORTS IMPORTS
Seeing Sequoia’s analysis deliver valid results, clients became keen to get their hands our models. Initially these included our Excel SEQUOIA: HOW OUR CLIENTS HAVE SHAPED US stock functions; ultimately a full blown Safety Stock model was requested. Incorporating input templates, data sanitisation and graphics, we had to ensure this was not only robust but also intuitive to use. TOOLS “I wasn’t convinced that this approach would work – but now I can see the results, it really does!” Sandoz Forecast Manager Further innovations over the years have resulted in the deployment of Sequoia tools globally. A Forecast Value Add (COV) TM appraisal tool, used as the catalyst to prove the benefits of statistical forecasting, has been implemented throughout Sandoz, leading directly to improved forecasting KPIs and increased time for planners to focus on the more complex SKUs.
After honing our web-design skills during the co-development “The Sequoia team have consistently demonstrated of an online procurement portal, a clear understanding of our needs and tailored training Sequoia embarked on applying that and support materials to our precise requirements. knowledge to our Supply Chain The delivery consistently hit the mark for the participants solutions. with Sequoia’s passion for the subject matter really Delegates on our training courses showing through” benefit enormously from the insights Global Supply Chain VP at Pepsico that “playing with the variables” brings enabling them to visualise the complexities and trade -offs of Supply Chain design. BUILDING SUPPLY CHAIN CAPABILITY SEQUOIA: HOW OUR CLIENTS HAVE SHAPED US HOW OUR CLIENTS HAVE SHAPED US Now we have gone a step further having designed, developed, created, trained and implemented our pioneering web- enabled Stock Management application. Sequoia is now supporting clients to fully realise the return on their ERP investments. Our tools facilitate setting appropriate parameters and assessing opportunities for improvement.
“The first component of social justice is adequate food for all mankind” Norman Borlaug, Nobel Peace Laureate & Agronomist Food Consumption 3600 1960s Food consumption (kcal per capita per day) Borlaug develops more efficient Energy requirement strains of wheat, leading to the Green Revolution 2000 1964 1964 1987 2012 2030 The world provides enough food for everyone to have 2030 2,700 kcal/day Worldwide obesity has more than doubled since 1980 65% of the world's population live in countries where obesity kills more people than hunger 1968 As a result of 1.5 billion people worldwide are obese Borlaug's help, 1974 Pakistan becomes India becomes self-supporting in self-sufficient in wheat all cereals
1996 UN World Food 1972 Summit – world The USA and China leaders agree to halve the number of agree to work together undernourished to help China feed its people by 2015 people. It is now the world’s second largest Global Undernourishment food producer 1050 Millions of people Droughts and rising oil 2008 prices lead to a global food price crisis. This leads to a historic peak in world hunger in 2009 700 The world provides enough food for everyone to have 1970 2010 2,700 kcal/day 925 million people go to bed hungry every night In the Horn of Africa where 10 million people are at risk of starvation, food is available in the markets It is just too expensive for many people to buy
Inequality Within Countries 60 40 20 0 % 0 20 40 Jordan Turkey Mexico South Africa Egypt Bolivia Guatemala Peru Colombia D. Republic Morocco Brazil Kazakhstan Kyrgyz Republic Zimbabwe Uzbekistan Namibia Cameroon Nigeria Ghana Senegal Kenya Tanzania Cote d’Ivoire overweight Malawi underweight Zambia Niger China Uganda India Benin Haiti Mali Burkina Faso C. African Republic Madagascar
The Impact of Political Instability? 80% Worse DR Congo After a decade of civil war, hunger in DR Congo grows from 29% to 75% of the population. Burundi % Malnutrition in 2006 DR Korea Tanzania Liberia Zambia Chad Mozambique Ethiopia Angola Gambia Botswana Armenia Congo Nicaragua Swaziland Myanmar Uzbekistan Georgia Economic reforms and growth allow Azerbaijan malnutrition in Georgia to drop Ghana from 47% to 12% of the population. Better 0% 0% 80% % Malnutrition in 1992
The next generation of children in developing countries will... Life expectancy at birth 65.9 % school enrolment 90 62.3 82 1990 2010 1999 2010 Infant mortality per 1000 births % of children underweight 97 29 63 18 1990 2010 1990 2010
Children orphaned through AIDS per year 1200000 1.4 Children orphaned % Incidence of HIV infection 15-49 year olds 0 0 1990 2010 Achieving the Millennium Development Goals “These results represent a tremendous reduction in human suffering and are a clear validation of the approach embodied in the MDGs. But, they are not a reason to relax. Achieving the MDGs by 2015 is challenging but possible.” United Nations, 2012
Broadband Subscribers per 100 Inhabitants Greece Slovakia Czech Republic Increasing bandwidth and processor power reinforce each other… Ireland Hungary Australia Portugal Spain Austria Finland Switzerland Sweden Netherlands Core i7 950 Iceland Korea Canada Denmark Belgium Japan USA Norway OECD Average Germany UK Italy Luxembourg Intel 486 New Zealand 2003 Poland 2011 1991 2012 Mexico Turkey 0 15 30 45
...leading to a tenfold increase in download speeds in ten years… Increasing bandwidth and processor power reinforce each other… 1981 1,000,000,000 100,000,000 2012 10,000,000 1,000,000 100,000 10,000 1,000 100 10 1 1992 50 “In the future, computers will mutate beyond recognition. Computers won't be intimidating, wire-festooned, high-rise bit- factories swallowing your entire desk. They will tuck under your arm, into your valise, into your kid's backpack.” 0 William Gibson, 1993 2012 ...allowing media streaming, content sharing and improved communication.
The Internet Generation “In the future I expect the commercial sector to target little children with their full enormous range of online demographic THERE IS ABOUT 1.6BN TIMES MORE INFORMATION ON THE INTERNET THAN IN THE WORLD’S LARGEST LIBRARY “In my own best-case scenario, every elementary and high school teacher in the United States of America will have unlimited and absolutely cost-free professional access to long demand, and at no cost, with copies of any piece of software.”
“In the future I expect the commercial sector to target little children with their full enormous range of online demographic databases and privacy-shattering customer-service profiles.” William Gibson, 1993 free professional access to long-distance telephone service... By the same token, every teacher in every American public school will be provided, by the manufacturer, on demand, and at no cost, with copies of any piece of software.” William Gibson, 1993
To make the Along the way stock model useable for we used actors to help us Unilever we were asked to improve our own delivery style; the support the European roll-out. learning experience for delegates and We used Excel interactive demos to to inject more energy into our sessions. SEQUOIA: HOW OUR CLIENTS HAVE SHAPED US explain the theory and embed the Over 1,200 delegates have now process. experienced sessions combining deep This proved to be the real catalyst for technical expertise with a hugely our training services. Despite the engaging team-working development. terrifying mathematical intricacies of Gone the hours of long presentations; Safety Stock calculations, the training replaced with games, physical was well received and no-one demonstrations - even sometimes actually fell asleep during poetry and mime … depending on the sessions! “Humorous and the creativity (and bravery) energy-creating” of our delegates! TRAINING The next request was to help “planners win arguments with marketing” (as our client put it). “Brilliant people” STATISTICIANS We developed this into our mantra – “Your demos and exercises Supply Chain Managers should be are just brilliant” Statisticians : confident in the face of uncertainty; Economists: optimising conflicting drivers; and Diplomats: communicating and facilitating compromises up and down the chain. ECONOMISTS DIPLOMATS
Along the way we used actors to help us improve our own delivery style; the learning experience for delegates and to inject more energy into our sessions. Over 1,200 delegates have now experienced sessions combining deep “Completely enlightening – technical expertise with a hugely working development. so much ‘clicked’ into place” Gone the hours of long presentations; replaced with games, physical even sometimes poetry and mime … depending on the creativity (and bravery) of our delegates! BUILDING SUPPLY CHAIN CAPABILITY SEQUOIA: HOW OUR CLIENTS HAVE SHAPED US A recent challenge was the complete opposite of our “Brilliant people” initial training, seeing us deliver Supply Chain training without using PowerPoint! As usual we pushed the “The whole event was conducted in a very enjoyable style” technical boundaries, this time building an interactive forecasting game based on Kinect technology which was used alongside some entertaining physical activities to demonstrate Supply Chain dynamics.
The Mobile 2. 2000: can developing 4. countries ever catch up? Revolution By the end of the millennium this lead had grown, with some 68 fixed line subscribers per 100 people. Due to the sheer scale of the resource requirements many felt that other, less developed countries, had no chance of ever 1. 1. 20 years ago, USA were approaching this level of connectivity. the landline capital We have estimated that the US infrastructure: - Required 57 million tonnes of copper in the In 1992 North America was the wiring undisputed telephone capital of the world with 55 phone lines per 100 - This is equivalent to 32 years of entire global people. output of copper 68.2 - In todays terms it would be valued at Martin Cooper with the Motorola DynaTac over $450 billion dollars 55.9 3. Infrastructure barriers hinder 100 As predicted it was impossible for developing 43.9 India) to approach anything like the level of USA has enjoyed… 10.7 9.4 1.0 0.7 0 China Argentina USA Germany SA India China Argentina USA Germany SA India 1991
90 Mobile technology introduced 5. Mobile technology overcomes infrastructure hurdles… … using mobile technology India has exceeded the peak fixed line connectivity that the USA In April 1973, Martin Cooper of Motorola made the first cell achieved, and is on its way towards parity. phone call using a “portable” handset. 100 - This has required Prior to this mobile-phone calls were possible. But you 0.02% of the copper needed thousands of dollars worth of equipment weighing in the US fixed line about 15kg and a special aerial attached to your car. infrastructure At Motorola, Martin Cooper and designer Rudy Krolopp designed the \"shoe\" phone or the DynaTAC (for DYNamic - India now has Adaptive Total Area Coverage). This ‘portable’ unit: 2.5 times the • Was around 23 cm long number of • Weighed over 1 kg phones in the USA • Achieved a 35 minute call… but 0 1991 USA F.L USA M.P India M.P India F.L 2010 • Only after a 10 hour recharge. It started a revolution. 6. …and usage takes off Infrastructure barriers hinder connectivity Since the millennium mobile connectivity has exploded in countries that never got off the ground with fixed line countries (in this example subscriptions… fixed line connectivity that the Ghana India Indonesia Iraq Kenya Nigeria Pakistan Syria Uzbekistan Iran (I.R.) with profound consequences… 0 USA F.L USA M.P India F.L 2010 2000 2010
Consequences Business African business is dominated by traders – who will move around and offer cash for farm produce or fish catches. Until recently the traders had the negotiation Finance power of knowledge – unavailable to producers in the absence of a communications infrastructure. At the turn of the millennium Kenya’s economy was cash based and largely free of bank accounts – with all the frustrations and Now using Zain and a mobile text messaging service, producers can get risks that this entails. live price information from local markets Today it is leading the global mobile money revolution – and know what the traders gross margin will be. – with over $10 billion of transfers taking place annually. A fisherman can sell his catch on landing – and have the money loaded onto his phone. Then he can spend it in shops, send it to relatives or buy goods from remote vendors. So armed, it is not unusual for producers to Photo credit: Sarah Bartlett, ©Esoko double their returns – providing much needed opportunities Photo credit: Yousef Eldin The West is on catch up. to invest in agriculture and fishing industries.
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