b'WHY WE NEED TO PROMOTE CERTIFIED SEED AS AN INGREDIENT AND NOT JUST A COMMODITYIncreasing farmer adoption of new genetics is a necessity, but the way to do it lies in emphasizing its importance to end users, experts say. Marc ZienkiewiczIN CANADAS AGRICULTURAL community, a problem is quietlyits identity-preserved program. Despite having no production brewingthe underutilization of certified seed. Accordingfacilities in Canada, Warburtons has cultivated strong relation-to available numbers, only about 20% of wheat farmers areships with Canadian farmers, using their wheat to create top-opting for certified seed, prompting concerns about thetier bakery products.industrys resilience and sustainability. The challenge is notIn my line of work, the significance of certified seed cant new; numerous promotional campaigns, including the ongo- be overstated. The level of variability and inconsistency in the ing #ChooseCertifiedSeed campaign by the Canadian Seedgrain landscape makes certified seed invaluable. We need to Growers Association, have attempted to encourage this practice. achieve the perfect blend, ensuring consistency in every ship-During a recent panel discussion at the Manitoba Seedment we make to the UK. Its a game-changer, especially when Growers Associations SeedLink Conference in Brandon, Man.,compared to other baking companies facing quality fluctua-three important thought leaders shared their perspective ontions and production facility issues, Dyck said.how certified seed usage can be bolstered by encouraging endThe consistency that certified seed offers is a selling point users to adopt it and help consumers see the importance of it. that sets us apart. The focus needs to shift back to the end user, Taking part in the panel were Adam Dyck, Canadian pro- emphasizing the value that certified seed brings to the table.gram manager for Warburtons; Heather Hill, research man- One crucial shift in perspective, he said, is moving away ager for the Prairie Research Kitchen at Winnipegs Red Riverfrom treating agricultural products as commodities.College Polytechnic; and Peter Entz, vice-president of seeds and traits for Richardson also based in Winnipeg.Warburtons, a British bakery giant with a 148-year his-tory, has been sourcing Canadian wheat for 30 years through 30 SEEDWORLD.COM/CANADAMARCH 2024'