b"oration, precision, and rigorous evidence are the name of the game. Here, its about knowledge-sharing, advancing innovation, and shaping best practices together.Knowing who you're talking toand tailoring the message accordinglyis half the battle.WHY IT HAS TO BE YOUNow, you might be thinking: cant we just leave this to the communications team? Theyre trained for this stuff, right?Surebut heres the thing: what plant breeders bring to the conversation isnt polish. Its authenticity. Its the realClass VIII of the European UC Davis Plant Breeding Academy, at a visit to one of the seed companies.story. And in a world where public trust in institutions may be waning, the voice of a knowledgeable, passionate individual can cut through the noise far more effectively With farmers: Host field days, explainThe pressures are real, the stakes are high, than any press release ever could. the thinking behind new varieties, andand the science is ready. But innovation Plant breeders dont need to becomelisten to feedback. without communication is like a seed never full-time spokespeople. But engaging With the public: Use relatable examplesplanted. The world needs plant breederseven modestlycan make a world of dif- and dont shy away from tricky topics more than ever. But to be recognized as ference. Whether its explaining a breedingface them head-on, honestly. heroes, they must first be heard.process to a curious neighbour, contribut- With peers: Foster open collaboration.By embracing their role as communica- ing expert insight to policy discussions, orSupport young scientists. Push for trans- tors, plant breeders can help society under-helping demystify genetics at a local schoolparency and ethical breeding. stand not just what they dobut why it event, every conversation counts. Every one of these touchpoints helpsmatters. And in doing so, they protect the build a stronger social license to operate freedom to innovate, the ability to operate, GETTING PRACTICAL: WHATsomething no sector can afford to ignore. and the future of farming itself.CAN BREEDERS ACTUALLY DO? In the symphony of agriculture, plant THE FINAL WORD: SPEAK UP, With policymakers: Offer expert input,breeders are the composers of resilience and case studies, and plain-language summa- STAND OUT sustainability. Its time their melodies are ries of complex issues. The agricultural sector is at a crossroads.heard and celebrated.SEPTEMBER 2025|SEEDWORLD.COM/EUROPEISEED WORLD EUROPE I 43"