b'RETAIL STRATEGYSWC: Roy, Albertas approach is an interesting case study in HOW RETAILERS CAN TURN SUSTAINABILITYreducing duplication. Can you walk us through it?INTO A COMPETITIVE TOOL RVW: Alberta benchmarked its Environmental Farm Plan (EFP) against the FSA questionnaire. They found there were Talk first about profitability, risk management and market access.only a small number of gapsroughly a handful of extra Once customers see the business value, theyre more open to thequestions. So they created an EFP+ version that includes those s word. additional questions. Now, if a farmer has completed EFP+,T ake stock of your operation and advice through environmental,they dont have to go through a separate FSA questionnaire. economic and social lenses. Youll be surprised how much sustainability is already baked into your day-to-day. What does a workable future look likeforMake certified seed and traceability part of your value story.retailers in particular? Position certified seed as more than a quality standard: its a riskSWC: If you each had a magic wand and could design a practi-management and market access tool that underpins sustainabilitycal sustainability system that supports retail strategy, what claims. would it include?Where possible, align with recognized tools like the FarmNS: Id keep pushing for shared, simple language. Sustainability Assessment (FSA) or Environmental Farm Plans. ThisEnvironmental, economic, social. Everybody in the value chain reduces duplication and earns credibility with global buyers.breeders, growers, processors, retailersshould be able toTurn audits into marketing assets.point to concrete things they do in each pillar. The Guide to Use Seeds Canadas Guide to Sustainable Seed as a conversationSustainable Seed is one attempt at that. starter. Its digital, non-prescriptive and designed exactly for thisTM: For me, its about not increasing the burden on people purpose. Use it to spark internal discussions and shape how yourwho are already doing the right things. Use a standardized, business talks about sustainability. light-touch framework like FSA. Map it across your whole farm or customer base. Only add extra layers when theres a clear market benefit. MS: Id like to see certification and sustainability viewed less as separate silos. When certification supports the introduc-SWC: Tim, you chose the FSA for your growers. Why that one,tion of higher-yielding, more efficient varietieslike future and how big a burden is it in practice? hybrid wheats and hempsit directly advances sustainability. TM: Key advantages: it benchmarks you against your localCertified seed and robust standards should be recognized by and national regulations. If Ontario already regulates some- buyers and policymakers as part of the sustainability toolkit, thing, you dont have to re-prove it from scratch; its a whole- not just a quality assurance function. Retailers are well placed farm assessment, not just a single crop. From a retailers pointto tell that story.of view, supporting this kind of light-touch, benchmarkedRVW: I think the smartest path forward is to use tools that program is a realistic way to meet buyer expectations withoutalready fit Canada well rather than reinventing the wheel. Align overwhelming customers. and benchmark existing programs (like Environmental Farm Plans) so farmers and retailers arent answering the same ques-SWC: Mike, Responsible Grain was an attempt at a nationaltions ten different ways. Start talking much more intentionally code of practice that hit resistance. Whats the lesson forabout the sustainability value of seed and genetics. anyone building systems, including retailers?MS: Responsible Grain had the right intentions and good people around the table, but when it went to consultation, farmers saw it as more paperwork with no clear payoff. TheListen to the entire panel discussion reaction was essentially: Were already doing these things. Whyon our Retail Strategy Podcast are you making us prove it again?episode!SUPPORTED BY: ENDORSED BY:36 SEEDWORLD.COM/CANADA JANUARY 2026'