Agriculture's heavy thinkers (the guys who don't have to wonder where their next dinner speech is coming from) are telling us our future success hinges on all of us becoming pals.

You know, cow-calf men should buddy up with cattle feeders, feeders become tight with packers, packers should send Christmas cards to retailers and so on. That helps explain all of the joint ventures and vertical integration we've got going on down on the farm.

All of which is good, as far as it goes. But why stop there? With just a little more creative thinking, we could come up with merchandising mates and matches that probably would mean more to the average producer, and certainly could be educational for the average consumer.

For instance, every town and city of any size has a shopping mall. Why not build an integrated elevator/soybean crusher/food-processing plant right in the mall? Farmers could dump beans at one end, and shoppers could buy tofu and cooking oil at the other. It would give consumers a close-up look at how their food is produced, and the added-value marketing should add a bit of a premium to producer prices.

Or, how about a livestock market in the parking lot, right in front of the Wal-Mart store? A talented auctioneer and pens full of sleek steers would provide quite a bit of entertainment and might even recruit some budding cattle feeders. Of course, this might displace some of the crafts fairs that seem to blossom wherever there is 5,000 square feet of paved area. But think about it: Does the country need more competitive livestock markets or still another place to buy a crocheted toilet-seat cover?

Suppose your hometown bank also served fast foods. Most banks already have a drive-up window; it shouldn't be too challenging to establish a "First State Bank and Burger Bar." That way, people who need to cash a check or use the ATM during their lunch hour could take care of both chores at the same time and place.

The possibilities are practically endless. Sushi bars on the banks of catfish ponds. Dairy operations with yogurt shops next to the milking parlor. Wheat farms with grain elevators and bakeries all in one complex.

It's coming. Just a matter of time, probably, until we see swine operations that feature barbecued spare ribs.