b'make as direct a benefit to the consumer.the visits, they explained how the greensto help the overall mission.It certainly benefits other parts of thewere made, served 6,000 portions, thenThough almost anyone in the seed chain, but that indirect benefit wasntcollected surveys back from about half ofindustry would agree its critical to build made clear enough for the consumer,the taste-testers.the seed industry voice, its very easy to Miller said.What we got [from the surveys] wasslip into thinking that its someone elses We forgot as an industry to explaina very high willingness to buy it. Less thanresponsibility to carry that weight. The the benefits of that technology, Cool1% said anything about the technology,panelists agreed the responsibility lands agreed. So now what were saying is:and [we] specifically asked about that,on each and every person in the industry. we will be transparent about what wereMiller said. So to me, that speaks to theI think we all have an obligation to doing, knowing that not everyone willpower of connection, because its not aengage in these conversations, Miller agree, but thats okay because werenarrative we were driving Weve madesaid. We all have different stories to having a conversation. The conversationthat connection with those consumers,tell and I think [those stories coming then highlights and clarifies what eve- and theyve accepted it for what it is from multiple sources] can be mutually ryone believes in and then we can workproviding them benefit. reinforcing between different folks in the towards those common beliefs. industry.That shift towards openness and posi- We need to understand that the con-tive, benefits-based messaging is under- versation were having with greater soci-way across the seed industry.Rather than us as an industry in theety is a never-ending dialogue, Cool said. I sense a very positive, good, neces- Were never going to reach a conclusion sary shift, Cool said. Rather than us asfood production system defendingwhere society gives us a certificate that an industry in the food production systemwe can put on the wall that says: Okay, defending the technologies we use wethe technologies we use we needyou have freedom to operate. We trust need to shift towards: so what are theto shift towards: so what are theyour technology. Its good. That discus-benefits? What is the product that youresion is ever-evolving, ever-ongoing. This is developing that you can actually eat andbenefits?a good thing, because it helps us continue that pleases you and that gives you as a Marc Cool to connect with the needs of society human nourishment and pleasure and alland understand how we deliver on those the other factors that youre looking for?needs. So, the strategy we have is to I think that shift is happening, [moving]open ourselves up to have that discussion from defending technology to talkingHis take-away message to the restknowing that the discussion doesnt result about how technology enables the deliv- of the seed industry? Be authentic andin a really nice black and white, yes or no. ery of value and benefits to humankind.transparent, always lead with the benefitsInvesting in telling the industrys story And that to me is an exciting time. to the end user, and focus on authenticdoes not require a complete business Millers company is an industry innova- connection.overhaul or grand investment. Rather, tor that uses new breeding technologies,While in-person connection will alwaysit requires an acknowledgement of the including CRISPR, to create better tasting,carry the most weight, social media offersvital importance of communication, and a more convenient produce, ultimately withan opportunity to simultaneously connectsmall investment of everyones time.the mission of promoting healthier eatingwith both individuals and the masses.Take 1% of your time and your staffs habits via increasing the consumption ofSocial media is arguably the lowest hang- time in 2024 and try to really push out the fruits and vegetables. Pairwise recentlying fruit communications opportunitymessagingto tell your story, Wilbanks launched a line of salad greens calledfor the seed industry. Yet, its an avenuesaid. Were all very, very busy. But if you Conscious Greens: a blend that includesagriculture as a whole has not widelyput that in your strategic initiatives for the mustard greens that have been geneti- embraced.year and you really make that a priority cally engineered to remove their horse- Fourty or 50% of the American popu-if we all did thatwhat kind of mes-radish flavor, while retaining all of thatlation gets all their news off of their socialsaging and what kind of impacts could crops nutritional benefits.media feed. Thats quite concerning,we make?Food is a very emotional experienceWilbanks said. But it really goes to showHuge thanks to Cool, Miller and for people. We think if we can make ayou if we dont meet people in thoseWilbanks for making time to participate connection with people, we can reallymechanisms and at those levels, werein Seed Worlds panel. The entire panel ease adoption of this technology, Millerreally just not going to get as advanceddiscussion is available for viewing on the said.with [where we need to go] We allSeed World U.S. website at https://www.His team recently took their greens tosomehow in our business models need toseedworld.com/fcsc-recap-how-to-influ-three different events in three cities. Overput some pieces of that puzzle togetherence-for-action/.SWJANUARY 2024SEEDWORLD.COM /25'