b'ALLOW ME, WITH GREAT PRIDEAND APPRECIATION, TO INTRODUCE THECHANGES WERE MAKING AT SEED WORLD.Weve been working towards some changes for many months at Seed World Group.Were delighted to say that those changes are finally underway! Id like to take you on a brieftour of whats ahead and why were moving forward in this new direction (spoiler alert: the changes are all about serving you better). MANY OF OUR READERSknow us best viayou can look to Seed World knowing it is the single one of our publications. In the U.S., weve beensource of the trusted, timely, relevant information nec-Seed World since 1915. In Canada, weve publishedessary to make critical business decisions. Germination magazine for more than 25 years. InOur evolution is also in step with the seed industrys Europe, were proud to have just recently celebratedincreasingly global nature. Anyone whos been in the European Seeds tenth anniversary. In Latin America,seed business for any time at all will very clearly under-we unveiled a brand-new publication called Seedstand that seed is a global business. It really doesnt World LATAM earlier this year.matter what crop type or what part of the seed value Each of these publications has its own history,chain were talking about: that crossing of borders, that SHAWN BROOK serves its unique region and industry, and meets theunderstanding of how business is done in different president, Seed Worldneeds of its specific audience and partners. However,areas is critical to everyones success. What happens Group just as each region is part of a wider global seed indus- in any one region shapes, influences and informs every try, each of our publications is part of a wider, globalother region. By uniting our publications under the Seed World.greater Seed World brand, we can more easily reach Because our Seed World brand is expanding glob- across the divides between regions to pull out the ally, our changes start with a shift in naming. Werebusiness-critical learnings our readers depend on.bringing all the publications home under the sameYet, make no mistake: we still need to be very banner. European Seed is now Seed World Europe;clear on what national and regional rules apply to Germination is now Seed World Canada. This magazineany particular region. That comes from understand-has less of a change: its now Seed World U.S.ing, first and foremost, at a local level. Our vision has Our evolution is about so much more than namealways been and continues to be regionalized infor-changes. Were evolving to make the Seed World brandmation: Europeans talking and writing about Europe, omnipresent in each of the continents in which we doCanadians talking and writing about Canada, Latin business. Heres why that matters to the larger seedAmericans talking and writing about LATAM. We are industry: absolutely committed toin fact, our entire operating Were proud to have a trusted and very global repu- model is designed arounda boots on the ground tation within the seed industry, and a name that is syn- approach. We know that it takes informed and articu-onymous with seed information, seed leadership andlate local and regional voices to tell relevant and timely seed people. Pulling all our publications and our overalllocal and regional stories. reach under the Seed World banner expands dramati- What moving to a global platform allows us to add cally the Seed World name and our ability to deliverto that is greater ability to cross reference to the world, what todays seed industrywhether at a regional,bringing in global perspective where it adds value to national or global levelneeds. enhance understanding. Having a crossover of learn-This change confirms that Seed World is indeedings from around the globe allows companies, regions the seed industrys brand of choice: the source ofand the larger industry to grow faster and grow better. information that people are going to look to no matterWhat can you expect to see for changes over the where they are on this glorious planet. Whether yourecoming months? As of December, well be rolling out American or French or Canadian or Swiss or Brazilian,an all-new global website. The website will feature all 8/ SEEDWORLD.COMDECEMBER 2023'