From billion-dollar ambitions to behind-the-scenes lobbying wins, Seeds Canada is planting itself firmly at the centre of the country’s agri-political future.
As the Canadian seed industry gathers in Quebec City for the Seeds Canada annual conference, the tone from the top is one of cautious optimism, renewed unity, and clear-eyed focus on modernization.
“This is your go-to spot,” said Brent Collins, president of Seeds Canada, in welcoming attendees to the conference’s central networking hub. “Please use it throughout the week — it’s meant to bring us together.”
And come together they have. Sponsored by a deep roster of agricultural giants — from BASF to Bayer, Corteva to Syngenta and beyond — the conference is a who’s who of Canadian seed. A nod to the breadth of support wasn’t lost on Collins. “Without them, this meeting wouldn’t have been possible,” he said, rattling off platinum, gold, silver and bronze sponsors.
In a recorded address to attendees, newly appointed Agriculture Minister Heath MacDonald acknowledged the seed sector’s vital role in the national economy, citing $3.5 billion in annual revenues and $700 million in exports.
“We’re going to break down internal trade barriers and build a stronger, more competitive Canadian economy,” MacDonald said. “Good seed is the foundation of so much of it.”
Collins was quick to affirm Seeds Canada’s alignment with this mission. “We’ve already met virtually with the Minister,” he said, referencing a recent meeting alongside CEO Barry Senft and Director of Policy Lauren Comin. “We look forward to continuing that relationship.”
A Board Looking Forward
In a gesture that reflected both appreciation and transparency, Collins introduced the full Seeds Canada board of directors — a list that spans seed labs, processors, breeders and agri-businesses across the country.
“This past year has been one of real progress and collaboration,” he said.
That progress includes a more responsive committee structure, designed after member surveys identified a need for deeper engagement, clearer communication, and more strategic feedback loops. It also includes the delivery of over 650 client audits and the mentoring of new auditors to ensure high performance and consistency across Canada.
Pushing Policy Forward
On the advocacy front, Seeds Canada hasn’t shied away from hard work or hard conversations.
Seed regulatory modernization — a hot-button issue across the value chain — remains a top priority. The group is advocating for the establishment of an independent seed standards body, and has taken tangible steps by developing a proposed joint advisory framework with the Canadian Seed Growers’ Association.
It’s also been an active year for government relations. Collins detailed a second successful lobby week in Ottawa, including 21 meetings and a reception co-hosted by Senator Rob Black and former Agriculture Minister Lawrence MacAulay. Key talking points included bolstering Canada’s plant breeding capacity, emphasizing the foundational role of seed in sustainable agriculture, and updating plant breeders’ rights regulations to encourage innovation.
Seeds Canada has now joined the Canadian Agri-Food Trade Alliance, positioning itself within a national coalition pushing for free and open trade — a significant move as political dynamics shift on both sides of the border.
A New Era, A New Award
In a notable first, Collins announced the creation of the Seeds Canada Award of Excellence, which recognizes exceptional contributions to the seed sector. The inaugural recipients: the Breeding Innovation Industry Partnership — a collaborative team made up of CropLife Canada, Seeds Canada, and the Canada Grains Council.
“This was over a decade in the making,” Collins noted. “We finally have a modern regulatory framework for plant breeding innovation — a framework that reflects science, safety, and the need for global alignment.”
Accepting the award were Jennifer Hubert of CropLife and Seeds Canada’s Colin — representatives of what Collins called “a unified voice that proved stronger than any single organization could be alone.”
Seeds Taking Root
Looking to the future, Collins unveiled a refreshed strategic plan built around three key goals: increasing member value, maximizing influence with government and industry, and building the Seeds Canada brand as a progressive, innovative advocate for the sector.
“Our theme this year is ‘Growing Success, Driven by Passion’ — and I can’t think of a more accurate way to describe where we are and where we’re headed,” he said.
The message to members was clear: Seeds Canada is no longer in start-up mode. It is taking root as a national leader — with the voice, vision, and relationships to match.
