b'March 2024ContentsFEATURES04 8 People who Represent the New Seed Industry END USERS, PARTICULARLY FOOD 102024 New Varieties MANUFACTURERS, NEED TO 21 Why a First-of-its-Kind Barley Agronomy ResearchProgram is a Big Deal UNDERSTAND THE INHERENT VALUE 22 Meet 3 Young Plant Scientists Trying to Solve IN ENSURING A CONSISTENT AND Some Old Problems24 Farmers Unite: Making the Case for Certified Seed HIGH-QUALITY INGREDIENT.26At PGDC, all Eyes were on NBTs30 Why we Need to Promote Certified Seed as an Heather Hill / 30 Ingredient and not Just a Commodity37Alberta Grains First Executive Director is inLearning ModePERSPECTIVES16 Cover Crop Corner20 CSGA32 Seeds Canada40 Giant ViewsDEPARTMENTS34 Retail Strategy38 The HeadlinesSPECIAL SECTIONS18 INSIDERSON THE COVER: Andy Chen is the wheat breeder for Limagrain Cereals Research Canada and one of our 2024 Next-Gen Leaders. See page 4.Photo: Daniel Nwabuko/daekophotography.comMARCH 2024 SEEDWORLD.COM/CANADA 1'