Food and beverage producers are under pressure from government as well as consumers to retool every aspect of their supply chains in line with "green" behavior. Dave Aquino, research director at AMR Research, talks about how industry leaders are rethinking their distribution and supply strategies with regard to product design, manufacturing, packaging and transportation. The result: a major change in the way food and beverage items are merchandised, sold and consumed. Aquino also discusses the challenge of collaboration in a industry where the partners might not be equal in size and bargaining clout, and the need for customer-demand data that flows smoothly throughout the supply chain. [Run Time (Min): 14:21]