b'Take wheat, for exampleits not just a commodity; its a vital ingredient. We need to sell it as an integral componentTune into the audio version of the panel and hear the entire thing! of our products. In our case, wheat flour is touted as the mostseedworld.com/end-users-panelimportant ingredient on every package, and I advocate for simi-lar strategies across the industry. We need to sell certified seed as an ingredient, not just a commodity.The Consumer FactorAs the Canadian agricultural landscape stands at a crossroads, the push to promote certified seed is taking an unexpected turntowards the consumer. The question now lingers: can engag-ing end users and consumers unlock the door to wider adoption of certified seed, ensuring a more sustainable and prosperous future for Canadas seed industry?During her career journey in the food space, Hill has specialized in pulses, dedicating several years to delving into the intricacies of pulse ingredient development. As research manager for the Prairie Research Kitchen at Red River College Polytechnic, her work has honed in on understanding the properties of pea flour as a food ingredient and exploring how various processing methods can impact its quality.End users, particularly food manufacturers, need to understand the inherent value in ensuring a consistent and high-quality ingredient. The significance of this consistency is evident when you factor in the intricacies of food processing. A shipment of peas with varying quality can be a substantialFrom left: Adam Dyck of Warburtons, Heather Hill of Red River College X-factor in a manufacturing system, potentially leading toPolytechnic and Peter Entz of Richardson backstage at the SeedLink the rejection of an entire lot and a days worth of processingConference getting ready for the Seed World Canada panel.efforts, Hill said.Investing in certified seed, even if it involves a higher cost, guarantees a level of quality that remains consistent. In this way, any issues that may arise are more likely to be process-related than stemming from the raw material. INVESTING IN CERTIFIED SEED, EVEN IF IT While there may be opportunities to market the certifiedINVOLVES A HIGHER COST, GUARANTEES A LEVEL seed concept to consumers, the ultimate endgame, as she sees it, revolves around enlightening and convincing food manufactur- OF QUALITY THAT REMAINS CONSISTENT. ers of the unparalleled value that lies in embracing certified seeds for ensuring a consistent and reliable ingredient supply chain. -Heather HillDriving AdoptionOf course, the challenge is how to convince farmers to get onA new frontier for Richardson is the intersection of certified board and adopt new genetics. The introduction of new andseed, sustainability, and end-user messaging, Entz added. As superior varieties is a common strategy to reengage farmers inend-users increasingly seek sustainability in their products, the the seed market, Entz noted. connection between certified seed, certain agronomic practices, Our experience has highlighted that certain exceptionaland a positive environmental impact becomes crucial.varieties are challenging to displace. Farmers find comfort inTheres an opportunity to encourage the adoption of prac-growing these varieties for extended periods, minimizing thetices like nitrogen stabilization, contributing to environmental importance of rapid turnover, he said. stewardship. This not only aligns with the sustainability expec-The realm of intellectual property and catering to end-usetations of end users but also allows us to deliver a marketable demands adds another layer to the equation. Examples likegreen checkmark or thumbs-up that resonates with consum-what theyre doing at Warburtons, where specific varieties areers seeking eco-friendly choices, Entz said.driven by certified seedand malt barley programs that con- As we navigate this evolving landscape, certified seed emerges tract based on end-user preferencesshowcase the effective- not just as a tool for agricultural efficiency but as a bridge to con-ness of aligning seed offerings with end-use requirements. nect with end-users through sustainability initiatives. MARCH 2024 SEEDWORLD.COM/CANADA 31'