b'THETRUSTBUILDERSA seed grower, a global policy strategist, and a genetics-driven general manager walk into a misinformation crisisand change the game.By Marc ZienkiewiczSCROLL ANY SOCIAL platform long enough and agriculture looks less like an industry and more like a debate stage. Production practices are questioned, science is flattened, and complex systems are reduced to soundbites. Artificial intelligence now multiplies both nuance and noise.As consumer trust strategist Michele Payn notes, Distrust is significant. People dont like being manipulated. When two-thirds of survey respondents say foods containing DNA should carry warning labelswhich makes no sense from a scientific perspectivethe gap extends far beyond food. Its about under-standing the agricultural system itself.Yet while misinformation grows louder, a quieter story has been unfold-ing in Manitoba: a multigenerational family steadily demonstrating what effective, modern agricultural influence looks like.For over 70 years, the AndersonsBob, Robynne and Chris Anderson still reside on the family farm property in Dugald, Man. of Dugald, Man.Bob Anderson;Photo: Ian McCauslandhis son Chris (general manager of DL Seeds and Canola Council of Canadashaping western Canadian agricultureThat decision launched him into ped-board member); and daughter Robynnethrough a seed plant, a legislative seat,igreed seed production, a world defined (founder of Emerging Ag Inc. and acommunity boards, and his familysby precision and intense oversight.Canadian Agricultural Hall of Famekitchen table. He pursued it not because it was inductee)have modeled a style ofHis father survived the Dirty Thirtiesglamorous, but because it needed leadership rooted not in volume but inthrough sheer ingenuitygrowing ryedoinga philosophy that became the credibility, clarity, and respect for thethat could withstand drought, beatingAnderson family operating code.people they serve. rye straw to sell as horse-collar stuffing.Bob went on to serve as an MLA, Their story isnt a profile of oneInnovation wasnt a business strategy; ithelp lead commodity groups like the operation. It is a blueprint for howwas survival. Prairie Oat Growers Association, guide agriculture can communicateandBob, now in his 80s, inherited thatWestern Grains Research Foundation leadin an era defined by scepticisminstinct. With rigid markets, tight mar- strategy, and advocate for Wheat Board and speed. gins, and the Canadian Wheat Boardreform long before it was politically controlling delivery, he looked for afeasible.The Farm-Gate Origin of Practicaldifferent path. Robynne summarizes his impact Influence We always cleaned our own grain tosuccinctly: Dad was never the loudest in Before social media platforms rewardedreplant, he recalls. We just took that athe room, but he knew how to influence the loudest voice, Bob Anderson waslittle further. Maybe a lot further.calmly, clearly, effectively.12 SEEDWORLD.COM/CANADA JANUARY 2026'