b'DNA Testing: A Powerful Tool for GrowersSHAWN BROOKStraight from the Lab President, Seed World Groupsbrook@seedworldgroup.com @SeedWorldGroupseedworldgroup.comOVER THE PASTfew years, Bacterialcame off last year is likely still Leaf Streak (BLS) has becomeinfected, as the pathogen can sur-a growing concern across thevive on the seed, so best manage-Prairies. Until recently, therement practices are recommended was no test for this disease, so ituntil the threshold for the level ofHow to Find Your Sales was something we had to moni- disease is better understood.tor closely. However, with theTeams Spark Againhelp of Alberta Agriculture andDNA Tests Growing in ImportanceAgriculture and Agri-Food CanadaIncorporating DNA testing intoMARKETING IS Acomplex and ever-evolving process. (AAFC), we were able to develop athe laboratory has been a game- It can be daunting to determine which metrics will molecular test for it. changer in terms of monitoringprovide the most accurate picture of your return It spreads quickly under idealand managing the genetic makeupon investment (ROI). Whether you are evaluating conditions and has been knownof certain plant varieties. Usingcampaign performance or tracking sales leads, the key to cause significant yield lossesDNA tests, we can quickly detectto obtaining meaningful results is by developing an because it affects photosynthesisany changes in the level of refugeeffective strategy. This would include clearly defining on the leaves due to a yellow streakneeded and monitor any move- your goals and selecting the appropriate metrics to that follows the veins in the leaf. ments within the variety. measure their success.I am working with Dr. KellyDNA plays an important roleMaybe your goal has a monetary value such as Turkington at AAFC to under- in managing soybean cyst nema- increased sales, or perhaps its qualitative such as stand more about this disease andtode, which we anticipate seeingcreating a larger brand following. Depending on the how this test can be used. We didin southern Manitoba soon. Thetype of goals and the mediums used to deliver your a soft launch with this test using20/20 Seed Labs tests can detectmarketing efforts, you will need to identify the best about 200 samples. the nematode at any stage of its lifemetrics to gauge the progress in reaching your goal. Little is known about how tocycle, from egg to cyst. In general, there are five key types of metrics that manage this disease, so we decidedWeeds are also a challengecan be used to evaluate the success of a marketing to do some experimental workwe face as an industry, and onecampaign:to determine the actual DNAof concern is Palmer Amaranth,1.Lead Metrics: Used to measure the ROI of a test and find out the thresholdwhich is herbicide-resistant andmarketing campaign.that would cause significant yieldcan easily be mistaken for native2. Conversion Metrics: Used to determine how losses. We will take samples fromred root pigweed. To ensure thatmany customers make a purchase after engaging with our clients with various levels ofour samples are free from Palmeryour campaign.infection. Only DNA testing canAmaranth, we use DNA testing to3. Revenue Metrics: How much money a company identify the pathogen, as it cannotidentify any suspected cases. makes because of its marketing efforts.be identified on a plate. 4. Engagement Metrics: Measures how many The team has been able topeople interact with your content and take action as determine the levels of the disease,a result. This includes time viewing, likes, clicks and ranging from non-detected to highshares.risk. Most of the samples come5. Social Metrics: One of the most accurate met-back as low to moderate risk. Itrics in measuring brand awareness, brand mentions is worth noting that the seed thatand branded search.It is vitally important to choose goals and metrics that are meaningful to helping you grow business. SARAH FOSTER And like with any marketing, you cant just set it and PRESIDENT, 20/20 SEED LABS forget it.If you dont track the results of your efforts, youll Sarah@2020seedlabs.ca never figure out what youre doing wrong, or more 2020seedlabs.ca importantly, the things you got right! @2020Seedlabs28GERMINATION.CAJULY 2023'