World agriculture faces a serious challenge: how to guarantee a relevant quantitative and health standard of food provision to a growing, and probably increasingly more affluent population, at the same time, reducing – or at least not increasing – the pressure on the environment and climate change. Competition for land, freshwater, energy and mineral resources, necessary to produce potassium and phosphorus fertilisers, will be tougher, as well. However, there are some strategies to meet these challenges. Coordinated and consistent actions are necessary, both on the side of demand (changes in diet and consumption patterns, and reduction in food losses) and supply in agri-food markets. In particular, it is necessary to close the existing yield gaps, improve the efficiency in the use of all resources, invest in research and agricultural implementations, and reduce losses across the entire food chains. Individual actions should be taken simultaneously and on a global scale, which, in itself, poses a serious problem. This instantly brings to mind the climate negotiations: almost everyone agrees that multilateral agreements would maximise the overall well-being, but the temptation to “get a free ride” prevails among many countries, as priorities continue to have short-term objectives and effects.