b'Dianne is a seed analyst with more than 35 years of experience and a founding partnerAs category leader for Corteva and president of Kent Agri-Lab, a germinationAgriscience, Jeff is responsible for and purity lab offering testing of all crop kindscorn, soybean, cereal and forage seed at national and international levels. marketing in Canada, defining and On what the Seeds Canadadeveloping the five-year and long-communications strategy needs to target range marketing plans for these key Theres been a significant amount ofseed crops for the Pioneer and Brevant misinformation in regard to Seeds Canada,brands for Corteva.and now that were moving ahead with it, IOn how the perceived rift between think the benefits will become more apparent.seed growers and the seed trade Thats a big priority for Seeds Canada,can be bridgedto get the right information out there andSome industry participants hold Dianne Gilhuly demonstrate the value of Seeds Canada. the paradigm of seed grower versus Tupperville, Ont. On the road ahead seed trade. It might come from when Seeds Canada will be a strong organization.the canola industry went from open-It will take time and effort, but the inauguralpollinated, publicly available varieties board members are committed to Seedsto hybrid varieties that were developed Canada moving forward and becoming theby private investment. A similar change voice of the seed industry. happened in soybeans with the introduction of herbicide tolerant traits. The business model was disrupted. When things change like that, there will be tension created between the Monica has been involved in the western Canadianindustry participants. The reality is that agriculture industry for over 25 years. Since 2014, she haswe need the participants in Canadian been the general manager of Alberta Seed Processors,agriculture to succeed for Canadian a not-for-profit organization that represents 68 seedag to compete globally, and to deliver and grain processing facilities in Alberta and B.C. Shefood that is healthy and sustainable. has contributed to the industry, sitting as an electedSeeds Canada brings together the councillor for the Alberta Institute of Agrologists, as wellseed growers, the seed technology as collaborating on industry initiatives relating to regionaldevelopers, and all the parts of the variety trails and fusarium management. seed value chain in between to one On how Seeds Canada is relevant to all sectors of theMonica Klaas table to address seed industry issues value chain, including seed growers and farmers Lacombe, Alta. and move agriculture forward.Rome was not built in a day, but I can envision Seeds Canada being relevant to all sectors of the value chain. We all do business with each other; sometimes as a customer, other times as a supplier. Communicating with and engaging a broad swath of the ag sector will ensureIm really each link of the value chain remains strong, including farmers and, of course, seed growers. Seed growers andlooking seed processors work very, very closely. forward to On why amalgamation in the seed industry is engaging a good thingWeve seen mergers in other sectors work, like onand working the cereals side with the formation of the new Cerealswith the Canada. Weve seen research coalitions formed. Yearstrailblazing ago, we saw some big changes in the oilseeds sector. Industry amalgamation is nothing new, and I think themembers people who started looking at this amalgamation conceptof Seeds five or six years ago were looking at this trend towards collaboration and realized we should be proactiveCanada.and plot our own course. Im really looking forward to engaging and working with the trailblazing members ofJeff LoessinSeeds Canada. London, Ont.8GERMINATION.CAJANUARY 2021'