b"ALLOW ME, WITH GREAT APPRECIATION AND PRIDE, TO INTRODUCEWEVE BEEN WORKING TOWARDS SOME CHANGES FOR MANY MONTHS AT SEED WORLD. WERE DELIGHTED TO SAY THAT THOSE CHANGES ARE FINALLY UNDERWAY! ID LIKE TO TAKE YOU ON A BRIEF TOUR OF WHATS AHEAD AND WHY WERE MOVING FORWARD IN THIS NEW DIRECTION (SPOILER ALERT: THE CHANGES ARE ALL ABOUT SERVING YOU BETTER). M any of our readers know us best via one of ourregional, national or global levelneeds.publications. In the U.S., weve been Seed WorldThis change confirms that Seed World is indeed since 1915. In Canada, weve published Germinationthe seed industrys brand of choice: the source of magazine for more than 25 years. In Europe, wereinformation that people are going to look to no matter proud to have just recently celebrated European Seedswhere they are on this glorious planet. Whether tenth anniversary. In Latin America, we unveiled ayoure French or Canadian or Swiss or American or brand-new publication called Seed World LATAMBrazilian, you can look to Seed World knowing it is earlier this year.the single source of the trusted, timely, relevant infor-Each of these publications has its own history,mation necessary to make critical business decisions. serves its unique region and industry, and meets theOur evolution is also in step with the seed indus-needs of its specific audience and partners. However,trys increasingly global nature. Anyone who's been in just as each region is part of a wider global seedthe seed business for any time at all will very clearly BY: SHAWN BROOK,industry, each of our publications is part of a wider,understand that seed is a global business. It really PRESIDENT, SEEDglobal Seed World.doesn't matter what crop type or what part of the WORLD GROUP Because our Seed World brand is expandingseed value chain we're talking about: that crossing of globally, our changes start with a shift in naming.borders, that understanding of how business is done European Seed will become Seed World Europe;in different areas is critical to everyone's success. Germination will become Seed World Canada; SeedWhat happens in any one region shapes, influences World will become Seed World U.S., and Seed Worldand informs every other region. By uniting our pub-LATAMour newest addition to the Seed Worldlications under the greater Seed World brand, we can familywill remain Seed World LATAM. more easily reach across the divides between regions The evolution is about much more than nameto pull out the business-critical learnings our readers changes, however. Were evolving to make the Seeddepend on.World brand omnipresent in each of the continentsYet, make no mistake: we still need to be very in which we do business. Heres why that matters toclear on what national and regional rules apply to any the larger seed industry: particular region. That comes from understanding, Our number one priority across all our publica- first and foremost, at a local level. Our vision has tions has always been telling the story of the peoplealways been and continues to be regionalized infor-who make the seed industry what it is. By tellingmation: Europeans talking and writing about Europe, these stories successfully, we facilitate the connec- Canadians talking and writing about Canada, Latin tions that drive relationships and business. In thisAmericans talking and writing about LATAM. We way, we have a direct and meaningful impact on theare absolutely committed toin fact, our entire success of individual seed businesses and, collectively,operating model is designed arounda boots on on the larger seed industry.the ground approach. We know that it takes informed Were proud to have a trusted and very globaland articulate local and regional voices to tell relevant reputation within the seed industry, and a name thatand timely local and regional stories. is synonymous with seed information, seed leadershipWhat moving to a global platform allows us to and seed people. Pulling all our publications and ouradd to that is greater ability to cross reference to the overall reach under the Seed World banner expandsworld, bringing in global perspective where it adds dramatically the Seed World name and our abilityvalue to enhance understanding. Having a crossover to deliver what todays seed industrywhether at aof learnings from around the globe allows companies, 6ISEED WORLD EUROPEIEUROPEAN-SEED.COM"