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Value creation has never fully disappeared from the conversation. But after years of discussion, pilots and shifting market pressures, many in the industry are asking a more practical question: where are we now, and is it working?

This webinar takes a grounded look at how value creation has evolved across the ag retail landscape, what approaches are being implemented today, and how those efforts are performing in real-world settings.

With insights spanning multiple crop sectors and global perspectives, attendees will leave with a clearer view of what is gaining traction, what remains challenging, and where the next opportunities may lie.

What You’ll Learn:

Understand how the value creation conversation has shifted over the past several years
Hear where implementation is happening in the real world — and where it is still stalling
Learn how value creation efforts differ across crop types and market segments
Explore case studies that show what is working, what is not, and why
Gain an international perspective on how other markets are approaching the same challenge
Identify practical takeaways for retailers, seed organizations and industry partners
Walk away with sharper questions to ask when evaluating value creation strategies in your own business

YouTube Video UEx5LUpRNkFVTVNjOFVOYlBYQjBac1BvSDZMd1I2VmJRUy4xNkVFQkQwQzlCOTczN0FG

The future of agricultural research in Canada is facing a critical moment — and a new report from the House of Commons agriculture committee is putting that debate squarely in the spotlight.

On the latest episode of the Seed World Canada Podcast, Alberta MP and vice chair of the Standing Committee on Agriculture and Agri-Food John Barlow explains why committee members from all parties came together to recommend reversing planned closures of several Agriculture and Agri-Food Canada research facilities.

According to Barlow, the committee’s recommendation was driven by overwhelming testimony from industry stakeholders, researchers, and witnesses who warned that shutting down these facilities could have lasting consequences for Canadian agriculture.

Witnesses argued the closures would weaken innovation, reduce competitiveness, and even threaten food security. The concern, Barlow explained, was nearly unanimous among those who appeared before the committee.

One of the biggest issues raised during hearings was the loss of long-term, location-specific research. Many of the facilities targeted for closure have been conducting work for decades in regions chosen for their unique soil types, climates, and agricultural conditions.

Witnesses stressed that this kind of research cannot simply be moved elsewhere without losing valuable continuity and relevance. The committee also heard concerns about losing experienced scientists and the institutional knowledge built over generations.

But the conversation goes beyond simply keeping buildings open. The committee also discussed how federal research dollars could be used more effectively, how innovation outcomes should be measured, and how research could better translate into commercial opportunities for Canadian agriculture.

Barlow noted that stakeholders repeatedly emphasized the need for clearer benchmarks, stronger accountability, and better pathways for turning public research into market-ready innovation.

Now, attention turns to the federal government’s response. Ottawa has 45 days to answer to the committee’s recommendations, and Barlow says he hopes the first step will be an immediate pause on the planned closures while the government reassesses its decision.

The report, supported by members from all parties — sends what Barlow describes as a united message about the importance of preserving Canada’s agricultural research capacity.

The full conversation dives deeper into what the committee heard, what could happen next, and why the future of these research centres matters to farmers, innovators, and the broader ag industry across Canada.

YouTube Video UEx5LUpRNkFVTVNjOFVOYlBYQjBac1BvSDZMd1I2VmJRUy4xQzNEQjU3NzFFNzQ1M0Q0

A survey of 200 independent seed businesses reveals what Canada's seed sector actually contributes — and what it stands to lose.

In this episode of On the Brink, Justin Funk, a third-generation agri-marketer, shares the findings of a national survey conducted in early 2026. The numbers reframe the conversation: independent seed companies in Canada represent upwards of $1.7 billion in dedicated seed infrastructure, approximately 3,000 full-time equivalent jobs in rural communities, and an estimated $20 million in annual community contributions. And roughly 90% of Canada's cereals, pulses, and other small pollinated crops flow through them.

The survey also asked how dependent these businesses are on public plant breeding to survive. The answer was unambiguous. For policymakers evaluating the future of publicly funded breeding programs, Funk argues the economic case for this sector and the case for public plant breeding are the same argument.

On the Brink is a cross-country video series exploring the future of plant breeding in Canada. Each episode features voices from across the industry in an open, ongoing conversation about innovation and long-term investment in Canadian agriculture.

#seeds #seeding #seedworld #agriculture #seedtesting #agriculturetechnology #agricultureeducation #agricultureproduct #seedindustry #seedsector #farming #agribusiness

YouTube Video UEx5LUpRNkFVTVNjOFVOYlBYQjBac1BvSDZMd1I2VmJRUy4xMUQ5ODk0Q0I0MjZBQjhG

$Canada isn’t struggling to generate ideas. It’s struggling to make them matter. That’s the core challenge facing the country’s seed and ag innovation system, according to Nancy Tout, interim executive director of the Global Institute for Food Security (GIFS). “We’re incredibly strong at generating innovation,” Tout says. “But we need to spend more time thinking about the output side of that equation.” Canada’s ecosystem is packed with strengths—universities, public breeding programs, private companies. But those assets aren’t translating into impact at the pace they should. The issue isn’t capability. It’s connection. The Gap Between Discovery and Delivery Tout points to the “valley of death”, the gap between research success and real-world adoption, as a persistent weak spot. “An integrated system looks at discovery right through to commercialization,” she says. “Right now, we have a fractured system that works really well together, but we’re only as strong as the sum of our parts.” Canada excels at funding research. But too often, promising ideas stall before reaching farmers. “We have a disproportionate focus on the input side,” Tout says. “Where we’re falling short is delivering impact into the marketplace.” Strong Pieces, Weak System The challenge is structural. Canada’s innovation ecosystem is made up of high-performing but disconnected parts. “I often think about our system as full of rich assets,” Tout says. “But if you look at it as a whole pipeline, from discovery through delivery, you operate in a different mindset.” Without that system-wide view, efforts to fix gaps risk being rushed and fragmented. “I worry we’re trying to solve things too quickly with a short-term lens,” she says. “We may make decisions that don’t have long-term impact.” What Gets Measured Matters One of the most overlooked issues, Tout argues, is measurement. “Turning innovation into real-world impact starts with system-wide measurements and KPIs aligned to that impact,” she says. Without shared metrics, different parts of the system optimize for different outcomes. “If we’re measuring different things, we’re incentivizing different behaviors,” she adds. “And ultimately funding different results.” From Good to Great Canada isn’t starting from zero. In fact, its strength is part of the problem. “We’re all doing good things,” Tout says. “But we need to move from good to great.” The opportunity lies in better leveraging what already exists, talent, infrastructure, and data, across institutional and provincial boundaries. A more modern approach to innovation, she adds, also means building interdisciplinary teams that go beyond traditional models. Designing for Impact For Tout, the path forward comes down to intentional design. “We need to intentionally fund that valley of death, not just discovery,” she says. “And align incentives from discovery through to impact.” That includes stronger public-private-producer collaboration and a clearer focus on execution, not just ideas. A Shared Purpose Ultimately, the shift is as much cultural as it is structural. “We have to build intentional bridges,” Tout says. “When people see a shared opportunity, they rally around it.” That starts with a common goal, one that pushes beyond institutional silos. “We have to figure out something bigger than the sum of our parts,” she says. “When we create space for ideas and data to flow, great things can happen.”$

YouTube Video UEx5LUpRNkFVTVNjOFVOYlBYQjBac1BvSDZMd1I2VmJRUy4yNDgyN0RCRjQ1QTUxRUMy

FEATURES

Where the Conversation Goes Next | On The Brink: Season 2 – Episode 1

John Barlow on the Fight to Save Canada’s Ag Research Facilities

Independent Seed, National Impact | On the Brink Episode 9

Finding Canada’s Way: Rebuilding the Variety Marketplace | On the Brink Episode 8

Canada’s Plant Breeding System at a Crossroads, Says Incoming GIFS CEO Jason Reinheimer

What’s at Stake in Every Slice: On the Brink Episode 7

EXCLUSIVES

Sustainability is Already Built Into Canadian Farming

Genetic Markers – Why Nick Stratford’s Blood Type Might be ‘P’ For Policy

Hot Takes: 10 Years to Breed, Five Years to Fund

Get Ready to Meet the Future of Seed Innovation

One-Word Answers That Define 60 Years of Chin Ridge Seeds

Father to Son: The Values Behind Southern Seed

SHORTS

YouTube Video UEx5LUpRNkFVTVNjOVZ2aHd6SEtrRUc2OTZYNnpEanZSRi4yMUQyQTQzMjRDNzMyQTMy

YouTube Video UEx5LUpRNkFVTVNjOVZ2aHd6SEtrRUc2OTZYNnpEanZSRi41QTY1Q0UxMTVCODczNThE

YouTube Video UEx5LUpRNkFVTVNjOVZ2aHd6SEtrRUc2OTZYNnpEanZSRi5GNjNDRDREMDQxOThCMDQ2

YouTube Video UEx5LUpRNkFVTVNjOVZ2aHd6SEtrRUc2OTZYNnpEanZSRi40NzZCMERDMjVEN0RFRThB

YouTube Video UEx5LUpRNkFVTVNjOVZ2aHd6SEtrRUc2OTZYNnpEanZSRi41Mzk2QTAxMTkzNDk4MDhF

YouTube Video UEx5LUpRNkFVTVNjOVZ2aHd6SEtrRUc2OTZYNnpEanZSRi45NDk1REZENzhEMzU5MDQz

YouTube Video UEx5LUpRNkFVTVNjOVZ2aHd6SEtrRUc2OTZYNnpEanZSRi5EMEEwRUY5M0RDRTU3NDJC

YouTube Video UEx5LUpRNkFVTVNjOVZ2aHd6SEtrRUc2OTZYNnpEanZSRi4zMDg5MkQ5MEVDMEM1NTg2

YouTube Video UEx5LUpRNkFVTVNjOVZ2aHd6SEtrRUc2OTZYNnpEanZSRi41MzJCQjBCNDIyRkJDN0VD

YouTube Video UEx5LUpRNkFVTVNjOVZ2aHd6SEtrRUc2OTZYNnpEanZSRi4xMkVGQjNCMUM1N0RFNEUx

C-SUITE

On the Spot – Doug Says It Straight: What Canada’s Seed System Really Needs

Rethinking Seed: In Conversation with Brent Collins

Goverstry or Bust

Policy, But Make It Interesting: Lauren Comin Rises to the Challenge

Public vs Private Plant Breeding: What’s the Middle Ground?

Check out what SGS is doing now…

GLOBAL

How KWS Is Creating Seeds For The Future

Who Decides the Future of Europe’s Ag Sector?

Where the Conversation Goes Next | On The Brink: Season 2 – Episode 1

Why Canada’s Breeding Future Hinges on Value Creation

John Barlow on the Fight to Save Canada’s Ag Research Facilities

Independent Seed, National Impact | On the Brink Episode 9

The “Valley of Death” in Canadian Ag Innovation

Finding Canada’s Way: Rebuilding the Variety Marketplace | On the Brink Episode 8

FEATURES

Where the Conversation Goes Next | On The Brink: Season 2 – Episode 1

John Barlow on the Fight to Save Canada’s Ag Research Facilities

Independent Seed, National Impact | On the Brink Episode 9

Finding Canada’s Way: Rebuilding the Variety Marketplace | On the Brink Episode 8

Canada’s Plant Breeding System at a Crossroads, Says Incoming GIFS CEO Jason Reinheimer

What’s at Stake in Every Slice: On the Brink Episode 7

EXCLUSIVES

Sustainability is Already Built Into Canadian Farming

Genetic Markers – Why Nick Stratford’s Blood Type Might be ‘P’ For Policy

Hot Takes: 10 Years to Breed, Five Years to Fund

Get Ready to Meet the Future of Seed Innovation

One-Word Answers That Define 60 Years of Chin Ridge Seeds

Father to Son: The Values Behind Southern Seed

SHORTS

C-SUITE

On the Spot – Doug Says It Straight: What Canada’s Seed System Really Needs

Rethinking Seed: In Conversation with Brent Collins

Goverstry or Bust

Policy, But Make It Interesting: Lauren Comin Rises to the Challenge

Public vs Private Plant Breeding: What’s the Middle Ground?

Check out what SGS is doing now…

GLOBAL

How KWS Is Creating Seeds For The Future

Who Decides the Future of Europe’s Ag Sector?

MOST POPULAR

Where the Conversation Goes Next | On The Brink: Season 2 – Episode 1

Why Canada’s Breeding Future Hinges on Value Creation

John Barlow on the Fight to Save Canada’s Ag Research Facilities

Independent Seed, National Impact | On the Brink Episode 9

The “Valley of Death” in Canadian Ag Innovation

Finding Canada’s Way: Rebuilding the Variety Marketplace | On the Brink Episode 8

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