Dan Foor brings lifelong seed experience and passion to the ASTA board.
As the new chairman of the American Seed Trade Association (ASTA), Dan Foor brings a wealth of experience and a FOORward-looking vision to his role. With a background that spans more than two decades in the seed sector, Foor’s journey to this leadership position is marked by dedication, innovation and a deep commitment to the seed industry.
A Lifelong Journey in Seed
Foor is currently the senior vice president for DLF’s distribution business in North America.
“I lead teams responsible for products like forage, turf, cover crops and natives,” he explains. “We work with ag retailers, cooperatives, farmer dealers, landscape professionals, nurseries, golf courses and more to bring DLF products to our customers across Canada and the United States.”
Foor’s career in the seed industry began long before his tenure at DLF. In 2018, DLF acquired La Crosse Seed, where Foor served as CEO. Before that, he was with Monsanto for 12 years.
“I worked in various sales and marketing roles and had the pleasure of working in the desert Southwest U.S., and the Midwest early in my career and then spend two years in Colombia, South America and a year in Mexico,” he says. “It was an incredible experience that taught me so much about both the domestic and global nature of agriculture.”
His path into the seed industry was marked by early experiences that ignited his passion for agriculture.
“I started with Becker Underwood as an intern during my last year of college and worked there for about five years after graduation,” Foor recalls. “It was an exciting time to be part of a rapidly growing company, and I gained a lot of responsibility early on. That experience really shaped my career.”
Foor’s formal educational journey began at Iowa State University where he graduated in 1994, and later he went back to the classroom to receive an MBA from St. Louis university in 2008.
“Iowa State gave me a solid foundation, but it was the early hands-on experience at Becker Underwood that really opened my eyes to the potential in this industry,” he says.
Climbing the Leadership Ladder at ASTA
Foor’s involvement with ASTA began in 2020 as a regional vice president for the central region.
“ASTA has a robust leadership development program with numerous opportunities for industry members to get involved,” he says. “I started as a regional vice president, which exposed me to the broader efforts of ASTA and allowed me to see the impact we can have on the industry.”
ASTA’s leadership structure, which Foor refers to as a “leadership ladder,” allows members to climb the ranks by choice and through a nominating committee led by a former chair.
“You start as a second chair for one year, then first chair, and finally, you become the chair,” he explains. “It’s a good way to ensure consistency in leadership and not overwhelm the chair with learning everything in a short time. In addition, former chairs are asked to remain involved with the ASTA board for three additional years following their term as chair.”
Foor believes this structured approach helps ensure leaders “learn the ropes” as they progress up the ladder. It also builds in a way to continue the business of the ASTA board from year to year.
“You get eased into the job over a period of two years,” he says. “It’s comforting to know that past chairs are still involved, offering guidance and support.”
Activating Members
Since his installation at the ASTA Leadership Summit in June, Foor has pushed forward his theme of “activation.” He says ASTA has a strong, active membership, he only hopes to activate them more.
“An association is only as strong as the engagement of its members,” he states. “I thought through moments in my life when I was activated and how those moments led me to where I am today. My hope is to inspire others to get involved with ASTA. I’m a big theme guy and I like having an anchor for our activities. Staying active and activating our membership will be key to our continued success.”
He elaborates on the importance of member engagement.
“ASTA has nearly 700 members, and we work in every crop from alfalfa to zucchini,” he says. “Imagine if at least one person from every member (company) was involved with ASTA in some capacity. That would make us incredibly strong and active.”
Reflecting on his own experiences, he emphasizes, “There were key people in my life who took a chance on me, gave me a nudge when I needed it, and that’s something I want to pass on. I want to activate others, help them see the potential in themselves and the industry.”
Seed Industry Challenges
Foor said one of the significant challenges facing the seed industry is the general lack of awareness about agriculture.
“The average citizen in America is three to four generations removed from the farm,” he says. “That’s something we have to address through education to help them understand our industry. We also need discussions about plant breeding innovation and the freedom to operate with novel plant breeding techniques.”
Foor says the ability to export agricultural products is crucial and it highlights the importance of protecting these innovations and ensuring a favorable global regulatory landscape.
“ASTA and partnering associations are working hard to ensure we have the right messaging around the safe tools our industry uses,” he adds. “Our foundational challenge is really not just related to seed but agriculture in general. It’s the lack of understanding of what’s going on today in agriculture and how crucial innovation is if we are to continue feeding, fueling and clothing the world.”
Goals and Initiatives
As chairman, Foor has several goals for his term including meeting face-to-face with as many members as possible. He plans to assess what organizations need from ASTA and have conversations about their businesses. He also plans to leverage ASTA’s regional vice president to help members understand the work ASTA is doing.
Foor acknowledges the support of his company DLF in his role with ASTA.
“DLF is super supportive of industry involvement,” he says. “Our CEO in Denmark is involved in Euroseeds, so engagement in trade associations is important to our company.”
Family and Personal Life
Outside of work, Foor is a family man. “I’m blessed to have my wife Beth, and we have three beautiful daughters,” he shares. His daughters are pursuing their own paths, with the eldest heading to grad school at the University of Texas, the middle daughter pursuing at global health degree at the University of Wisconsin, Madison and the youngest a senior in high school.
“My family is everything to me,” he says. “Beth and I have been married since 1998, and she’s been my rock through everything. We balance each other out, and that’s been key to our success.”
Some of Foor’s hobbies include cooking, traveling and reading. Just prior to the COVID-19 pandemic, he began learning to smoke meat. With some of the downtime during the pandemic, he had the opportunity to hone that craft, and it has become a passion he likes to share with friends and family.
He also enjoys spending time with his extended family.
“We’re only a few hours away from my wife’s folks, our girls’ godparents and my parents in Iowa, so we see them quite a bit,” he notes. “Family time is precious, especially with our daughters growing up and starting their own journeys.”
Looking FOORward
Foor’s ASTA chairship is poised to bring a renewed focus on activation and engagement. His experience, combined with his passion for the seed industry, sets a promising tone for the future of the association.
“I’m open to engaging with virtually anyone,” he says. “People are interesting by nature, and I look forward to learning from our members and setting up future leaders for success.”
He is particularly excited about the upcoming ASTA leadership summit next June in Washington, DC. He stresses that it is a fantastic opportunity to meet face-to-face with other leaders in the seed industry and a unique chance to visit legislators on the hill to discuss important issues.
“Local leaders are often more willing to listen to their constituents, and this summit will help us strengthen those connections,” he adds.
Reflecting on his career journey, Foor believes he’s learned some important skills that future leaders can learn to employ as they strive for leadership in the any industry. He says that networking and being open to new experiences are key traits for any young professional who wants to succeed and have an impact.
“Building relationships and being curious are crucial for leadership development,” he advises. “It’s important to stay informed and engaged.”
Foor’s story shows the power of engagement and the importance of leadership in driving the seed industry forward. With his commitment to activation and his vision for ASTA, he is set to lead the association into a dynamic future.
“I really want to set things up for future leaders. It’s not just about what I do in my term, but how I can pave the way for those who will follow,” he says. “That’s the real responsibility of leadership.”
