b'Seed Testing is the Best Tool for Painting an AccurateSHAWN BROOKPRESIDENT,SEED WORLD GROUPPicture of Fusarium sbrook@seedworldgroup.com @SeedWorldGroupseedworldgroup.comITS BEEN A year since AlbertaEdmonton. The Alberta Seed changed its regulations regard- Processors recently released ing Fusarium graminearuma map showing VermillionWhy I Hired Someone (FHB), eliminating its zero- River, Wainwright and Provost tolerance policy. were the hardest hit regions ofto do my JobWe have developed mapsAlberta in 2020 with over half based on the samples that weof all samples testing positive test at the lab to help trackfor F. graminearum. BEFORE YOU GET too excited, fear not! I am still where Fusarium graminearumAt the point of writing thisthe president of Seed World Group, my second is. The maps show the percent- article, about 16.5% of sam- vaccine appointment is booked, and I hope to age of samples that are testingples are testing positive for F.see your smiling face at an industry event soon. positive for F. graminearumgraminearum across Alberta inBut if this title got your attention, you might be in each county or municipalour lab. This is the third-highestwondering what I mean.district. Because the platehistorical percentage since weI am most successfuland most fulfilledmethod is not as sensitive asstarted collecting data in 2007.when I am focused on the parts of my job that I the DNA method, it is advisedThe distribution across the prov- do best. For me that means big picture thinking if F. graminearum has not beenince thus far is similar to 2019and strategy, helping my team to succeed and found in the area previously,with the highest percentageengaging with new clients. I will be the first to starting with the DNA methodin counties east of Edmontontell you that I am not at my best when I need to is preferable as it will detectalong the Saskatchewan border,get into the nitty gritty details of execution. That very low levels of infection. as the Alberta Seed Processorsis why I have hired team members who excel at On the other hand, manymap shows. project management to make sure that nothing samples are only tested withLast year was probably onegets missed.the agar plate method whichof the highest weve seen forFor many companies in the seed industry is acceptable in areas where F.fusarium in Alberta.the person responsible for marketing also has graminearum has been foundDespite fears that peoplemanagement and/or sales responsibilities. When previously. The key here iswouldnt test as much for fusar- hours in the day are finite, this often means that to use both methods to yourium in Alberta after last yearsmarketing tasks get put to the side in favour of advantage.regulatory changes, they seemexecuting sales. The caution I offer about doing Long story short, fusar- to be still testing just as much,this is that marketing and sales work hand-in-ium levels are a concern inif not maybe more.hand. With a marketing funnel supporting your Alberta, particularly the centralSeed cleaning plants aresales efforts the cycle can be shortened and you core of the province east ofstill suggesting that everybodywill be staying top-of-mind with your existing continues to test. Testing givescustomers.us a highly accurate picture ofResources sometimes dictate that you just how FHB is behaving in notarent quite ready for that next hirewhich is just Alberta, but in other partsoften the case during periods of growth. This of the country as well. is where it can pay to work smarter, not harder. The first step is to set your companys marketing communications goals.Do I and/or my team have the expertise and time to deliver on these goals? Do I have an external resource that can SARAH FOSTER help me strategize and/or deliver on these goals?PRESIDENT AND SENIOR SEEDI LOVE the idea of having a guy that can ANALYST, 20/20 SEED LABS support me as I continue to grow and learnSarah@2020seedlabs.ca what support would allow you to reach your@Sarah2020labs goals and exceed the expectations you have your 2020seedlabs.ca business?36GERMINATION.CAJULY 2021'