b'LEARNINGFROM THE PAST LEADS TOSTRATEGIC FUTURESAs the International Seed Federation begins to implement their new,five-year goals, Michael Keller and Donald Coles look to a better and brighter future. Alex MartinTO CREATE THEbest environment for the global move- It was for us to start to structure what the main issues ment of seed and promote plant breeding and innovationwere where we should invest our energy, our resources in seed.and where we could provide more for our members, Thats what Donald Coles says has been top-of-mindKeller says. We wanted to be able to provide tangible this year for the International Seed Federation (ISF).output to support business at the same time.While the vision of ISF hasnt changeda worldNot only did that mean looking at the goals ISF where quality seed is accessible to allColes, ISF presi- wanted to achieve, it also meant looking deeper into the dent, and the ISF Secretariat have been working hard toorganization and ensuring that the vision of ISF matched address and create ISFs new mission statement, as well aswhat they wanted to achieve.finalizing 2021-2025s Key Strategic Objectives (KSOs). This experience of creating and forming our KSOs has been one of the biggest and most thorough reviews that Ive ever been a part of, Coles says, noting that the process went on for over a year as ISF consulted with their committees, members and the stakeholders in theWE NEED TO HAVE A DREAM AS AN INDUSTRY.seed industry. It also, of course, went through numer-Michael Kellerous workshops. We had plenty of wordsmithing, creative thinking and debates. But these were all critical features of where weve landed today. And while it was a long, hard road, ISF landed at its final destination to drive their vision and new mission statement forward: with five KSOs and numerous subob- Thats the dream, and we need to have a dream as an jectives pushing them towards the future.industry, Keller says. As a heavily diverse sectorfrom family-owned businesses to multinationals, and then with A Lengthy and Tedious Process each business covering such a wide array of cropswe Six years ago, Michael Kelleras the new, fresh sec- thought it absolutely essential to confirm our dream.retary general of ISFdecided that the organizationUnanimously, it was agreed that bringing quality seed needed to further evaluate and clarify its direction into all farmers to support sustainable agriculture and food order to drive them forward. security needed to be the ultimate goal of the seed sector. 46GERMINATION.CAJULY 2021'