Every day sons and daughters are trading in fresh air and mountain views for urban slums and US$220 minimum wage if that. Growing an exchange-traded global commodity is risky, and the urban glamor of movie theaters and shopping malls is enticing for rural youth. However, working long hours for little pay, commuting for more hours, and residing in dangerous informal slums of megacities unable to provide public services for exploding populations is likely to make their lives harder than before. The only way to make farming an economically viable vocation for young people is education in farm management and by adding value to the product. We are working on this, but it's going to take more support than we have to give to make a real change.