For decades, breeders focused on yield, disease resistance, and shelf life — the traits the supply chain demanded. But in the process, flavour was forgotten. One agronomist, Lane Selman, decided that had to change. Her idea was simple but radical: bring chefs into the breeding process. What started with sautéed peppers in a kitchen has grown into the Variety Showcase — a sold-out annual event where plant breeders, farmers, chefs, and the public taste-test new varieties, swap feedback, and shape the future of food together. The results? Breeders gain insights they’d never hear in a lab, chefs discover the building blocks of tomorrow’s menus, and consumers get a rare peek behind the curtain of how crops are created. As one breeder put it, “In four hours here, I get more input than the entire rest of the year.”