b'As an example, outside the agriculture industrythink of the Keurig cups. That technology didnt take off until the final years of its patent lifecycle. But, while it only had a few years of patent technology in the marketplace, the brand, Keurig, is still associ-ated with the cups.But, at the end of the day, even though the timeframe is short, IP protection can still be a wise investment for the futureif for nothing other than protecting a return on investment made.Making a Return on InvestmentWhen it comes down to it, its easy to make the choice to invest in IP, Corona says.Why would anybody want to invest in seed innovations that they couldnt make a return? he asks. You wouldnt and I wouldnt either. Companies commit a lot of time and money bringing seed new innovations to their customers.Unfortunately, most stakeholders dont see this side of the business, the trials and tribulations that dont pass rigorous com- James Weatherlymercial standards, Corona says. Instead, you just see the out-come and the sunk costs that arent fruitful.They need to see this side of the equation, he says. Its allEloy Coronaabout motivation, ability and more motivation. If you dont have that motivation, innovations happen at a much slower pace.And, if theres one thing the seed industry doesnt want, its slower innovation. Why? Our industry is attempting to feed the globe, and innovation drives that.From a fundamental aspect, we always need new innovationIP IS FOR EVERYONEto ensure we can feed our people, the U.S. population and the world population, Weatherly says. Because of that, we alwaysWhen it comes down to it, its important to rememberintellectual property (IP) need to be producing new innovative germplasm or products that help us produce crops to maintain the level playing field. isnt just for large companies, its for everyone.Too many people go to bed hungry, Corona says. We justIP protection isnt just about plant variety protection and patents. Theres so much cant afford that. more to it. And both Corona and Weatherly agree on one thing: invest-ments in seed are not cheap. Those investments can range fromIts important to remember that trademarks, copyrights, domain names and $1-5 million dollars a year per cultivar or hybrid to hundreds oftrade secrets also bring value to seed organizations, James Weatherly said in a million dollars for regulated traitswhich gives companies aSeed Innovation and Protection Alliance (SIPA) column. pretty good motivation to protect their investment and ensure theyre providing a return on investment to their shareholders. Trademarks, as an example, could help any company of any size. Customers demand new innovation, Corona says. There areA trademark is a word, symbol, sound or device which serves to indicate the always unmet needswhether its yield, disease management,source of seed, plants, fruit or other products and services, he said. Based on the climate stresses or quality needs. Somebody must innovate that, which creates value. Once value is created, the innovator and thegood will or reputation of the products or services provided with a trademark, the consumer benefit. consumer has an impression of what to expect from those products or services.Theres also an increasing demand for new productsprod- And, in the U.S. a trademark owner has the right to prevent others from using ucts with better shelf life that wont spoil as fast and lead tothe same or similar mark for the same or similar products and servicesand its wasted food. It all takes innovation, investment and motivation, Coronausually noted with a TM symbol.says. Many companies invest in trademarks to protect brands which in simple terms The reasonthat private companies work hard to protectrepresent a customer experience. A companys investment in seed innovation those innovations are due to the risk they take upfront. meeting high quality standards but also agronomic support to ensure a good on Sometimes R&D programs can invest anywhere between 15-30% of their sales or revenue into R&D to bring innovationfarm experience, says Corona. Companies must earn a growers purchase eachon top of that, it can take years to produce new improvedand every day. germplasm.36/ SEEDWORLD.COMJUNE 2022'