Listening Before Leading
When I joined Summit as Director of Business Development, one of the first things I noticed was how often customer conversations opened doors to new opportunities. Instead of starting with a list of products or services, I like to start with a simple question: what’s getting in the way of your success?
That shift in mindset — from selling to listening — has changed how Summit approaches growth. We don’t just process seed. We look for ways to solve real problems for our partners, even when those problems fall outside of the crops we’ve traditionally worked with.
For example, a customer might come to us because of our expertise in forage seed. But in the course of conversation, they’ll mention a challenge with carrot or onion seed, or even with biofuel crops that need to germinate reliably in low-moisture conditions. In the past, those insights might have been filed away as “not our area.” Now, they’re often the spark for innovation.
Moving Into New Ground
Breaking into new crops and markets isn’t about chasing trends. It’s about listening carefully, spotting patterns and testing ideas. When customers across geographies tell us they need better solutions for vegetable seed coatings, or coatings that can handle drought conditions, we pay attention.
At Summit, that means:
- Meeting with growers, dealers and distributors to understand their day-to-day realities.
- Working closely with our technical team to explore new formulations.
- Piloting solutions quietly, learning from the results and adjusting before scaling up.
- Once we get to scaling up, we are willing to invest in the best machinery and technology.
This approach doesn’t just create new products. It builds trust. Customers see that when they share their challenges, we don’t brush them off — we take them seriously and put resources into finding an answer.
The vegetable seed space, for instance, is notoriously difficult. Lettuce, carrots, onions and cucurbits all come with their own quirks. But by collaborating with customers who are already trusted partners in other areas, we’re finding ways to expand into these crops without overpromising or underdelivering.
From Toll Processor to Solutions Provider
The seed industry is evolving quickly. Water scarcity, climate variability and shifting market demands mean that the challenges growers face are more complex than ever. For Summit, that means evolving too — from a company that simply provides processing capacity to one that acts as a solutions partner.
That evolution is driven by conversations. Every time a customer shares a frustration — whether it’s poor germination, coatings that don’t hold up, or the need for a better fit in a specific environment — it’s an opportunity for us to rethink what we do.
The path forward for Summit isn’t just about scale. It’s about curiosity, listening and the willingness to try something new. Because at the end of the day, innovation starts with a question — and the best answers come when we ask our customers first.
