b'KARLENE YAKEMCHUK Focus on Opportunity and Youll SALES MANAGER,ALLIANCE SEED Master the Changes to Comekyakemchuk@allianceseed.com @KarlOeschallianceseed.com I WAS REMINDED of an important business lesson over the past number of months as the company I work with has unified its brandopportunity is the invisible by-product of change. Focus on the Variety Selection onopportunity and youll master the change.Let me back up. For years our company worked under different my Family Farm banners, with me working specifically under DLF Pickseed. As part of a company-wide rebranding, multiple companies have unified under IF YOUR HOUSE is like ours, the beginning ofthe DLF banner as we further cement our status as a global seed October is prime season for some very pas- company.sionate (read: noisy!) debates about nextEmployees want to be part of something bigger when they get out years variety options. Im fortunate to have aof bed in the morning. They want to have a meaningful impact on seat at the table and blessed to be part of acustomers and the world. It was key for us to ensure everyone in our family that values discussion and group deci- company was committed to the months, years and decades ahead. sion making.Doing that required them to be able to see the future more clearly Heres what weve found works for us: and understand the following two key elements of our company.First, we do good research. Were notDLF is built to tackle the future. Its been in existence for well over afraid to try something new (we usually100 years, owned by almost 3,000 Danish farmers. For our employ-select one or two new varieties to trial eachees, its exciting to be part of DLF because it is one of the only global year) but were realistic and always do dueturf and forage companies with a global R&D platform, developing diligence. Everyone reviews the Alberta Seednew varieties for turf and forage grasses. Guide to start. We are resilient. When supply chains are challenged, a company We consider multiple traits. Like every- like DLF can leverage its presence around the world to ensure they one, we chase bushels, but disease resistanceget the seed they want and need. We have an incredibly strong seed is important too since eliminating fungicidegrower base, which really gets you through those tough production applications saves money and time. As cattleyears when supply becomes tight. producers, we bale straw so dont mind tallerUnifying our company under the DLF name represents the varieties, but standability is a must-have. Forincreasingly functional approach to how we deal with our wholesale us, wed rather have a steady Eddie varietycustomers, our seed growers, our distribution customers, and finally that ticks every box than a variety that offersthe consumer products market. In all the arenas we work in, the top exciting yield upside but high risk.priority for customers is that youre able We also look at marketability. For example,to get them the product as quick as Im recommending we consider CDC Endurepossible and at a fair price. oats for their yield potential, disease pack- We are moving in a direction age and the fact that it offers more marketingthat helps us seize those oppor-potential.tunities and at the same time We always trial. As someone who practicesmaster the change coming at agrology and advises farmers, I never recom- us faster than ever.mend jumping with both feet into anything new. We dont put all our eggs in one basket. Yes, there have been years when we wished wed planted all of one variety and none ofNEIL DOUGLASanother. But we know diversifying mitigatesEXECUTIVE VICE PRESIDENT risk.NORTH AMERICA, SEED BUSINESS Am I happy that we are leaning towardsUNIT, DLFAB Cattlelac barley to serve our needs forneil.douglas@dlfna.comsilage and combine-able barley? Absolutely, @DLFCANbut more because its a solid fit for our opera- dlfna.comtion than because its my companys variety. Still, I expect dinner conversations ahead before we make our final decisions! 22GERMINATION.CANOVEMBER 2022'