b'to automate than others. Vegetables andpany is durable. Its been enriching to look horticulture crops will probably be theback and to have been part of that flow. last mile, but a lot is going on. I think wellIm grateful I didnt continue to change see a lot more automation in the next 10roles or companies every three-ish years.years.Vision for ASTANew Breeding Technologies FosterAs the current chair of the American Growth Probably the biggestSeed Trade Association (ASTA), New breeding technologies are play- lesson for me has beenArmstrong discussed his role in repre-ing and will continue to play a largesenting the diverse interests of the seed role in flower and vegetable produc- the power of time spentindustry. tion. Armstrong points out the differ- "ASTA is representing many commodi-ences between field crop and vegetablein a role to educate andties and different crops," he says, empha-research.sizing the importance of identifying "It\'s a question of scale," he explains.shape me as a leader. common challenges and opportunities "We can typically aim high-cost, highlyacross the industry. He also highlighted technical breeding technologies at thethe need for greater diversity within the agronomic crops in a way that\'s difficultindustry.to do in vegetables or horticultural crops.Were talking more about women Just because of scale."in agriculture, people of color and gen-However, he adds that technologicalerational diversity, he says. This is advancements are closing this gap, withsomething we need to talk about more. gene editing and AI offering significantI think its very important for ASTAfor potential. agriculture overallto represent society This whole genomic revolution where,at large, which is very diverse.for example, weve mapped the pepperArmstrong expresses his views on the genome and the spinach genome, amongLeadership is a Journey industry\'s needs in a new U.S. Farm Bill.others, allows a lot of marker breeding toReflecting on his leadership journey sinceWe would like to see a focus on agri-be going on in these crops and enablesbecoming president-CEO of Sakata Seedcultural research specifically for the seed other biotech advances as well. As theseAmerica in 2009, Armstrong shares hisindustry," he says. The free movement technologies are deployedin breed- insights about time and the role it plays inof seeds is very important. We want to ing vegetable and flower cropswere alldeveloping a leader.especially alleviate non-economic trade trying to figure out what that looks like"Probably the biggest lesson for mebarriers. Supporting innovation is key. over the coming years. has been the power of time spent in a roleThe way the next Farm Bill focuses on the Armstrong also speaks to the respon- to educate and shape me as a leader, heregulatory and legal framework is critical sibility the industry holds in bringingsays. Before I joined Sakata, I stayed into things like gene editing; we need to innovations to the market. a role two to three years, got promoted,make sure this technology is not blocked,"The most important thing is tomoved on. It was a good thing, in manyespecially for use in vegetable breeding. develop products that appeal to the con- ways. Yet, for various reasons, Ive beenThere are big challenges and also big sumer," he emphasizes. This consumer- surprised to stay in my current role for thisopportunities.centric approach is crucial in an era wherelong. Weve done some amazing thingsWhen hes not leading board meet-consumer preferences and perceptionsand the business has grown significantly. ings, vital seed conversations and making significantly influence market success. He said time in the role allows him toimportant industry decisions, Armstrong Understanding what consumers wantsee the organization changing aroundenjoys the arts and in literature. He spoke is increasingly key to Sakatas strategy.him, help shape its culture and be shapedfondly of his family, particularly his wife, "We spend a fair amount of time withby that same culture himself, while devel- Federica, an accomplished documentary retailers," he says. "They\'re working moreoping strong, deep relationships.photographer. with our breeders and product devel- Of course, we have turnover like eve- "She\'s done some quite remarkable opment teams to try and shape whatryone else, he says. I have this image ofwork," Armstrong boasts. they are offering to the consumer. Thiscompanies being like a river with peopleTogether David and Federica are collaboration with retailers represents aflowing through them. It doesnt stay theparents to two adult children, a success-more integrated approach to meetingsame, but at the core theres this group offul college baseball coach and an aspiring consumer demands. people, and the core culture of the com- psychologist. SW8/ SEEDWORLD.COMFEBRUARY 2024'