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Business-critical information for retailers selling seed and seed treatment products. SUPPORTED BY 12 BE IN THE KNOW WHEN IT COMES TO THE SHIFTING CROP LANDSCAPE AND INDUSTRY TRENDS IN TODAYS fast-paced environ- ment it can be hard to keep up with the trends let alone stay ahead of them. Theres the traditional rotation of crops the influx of more corn and soybean acres and a diverse specialty crops market each needing an array of different products and services. Even though major crops are corn soybeans and wheat its quite a diverse marketplace says Norm Sutherland who serves as Syngenta Canada district manager in Ontario. Depending on where you are situated we are seeing a decline in processing vegetable crops an increase in non-GMO soybeans and spring cereal and canola acres shifting to earlier-maturing soybeans. David Hansen CANTERRA SEEDS president and CEO says one of the latest trends is the evolution in soy- bean genetics toward early-maturing varieties. Its products such as this that provide growers new opportuni- ties he says. These earlier-maturing soybeans fit good into existing crop rotations and require minimal inputs and theres minimal risk. This makes it easy for farmers to adopt. However corn is being driven by international seed companies Hansen says. They have the research and genetics and are adding new resources where they see opportunities and right now that focus is on Western Canada he explains. As maturities are devel- oped that match our climate were seeing more and more corn here. Sutherland says that at Syngenta they are planning a minimum of one to two years out. When youre looking at inputs crop protection products are easier to adjust plans later on but seed is a bit more tricky because you have to decide on a production plan 18 months before farmers will plant it he says. Regardless of whether youre a local or regional retailer or if youre company has a national presence experts say the best way to stay ahead of trends is to stay connected with your customer. Connect with Your Customer It comes down to keeping your eyes and ears open says Brad Pinkerton SeCans Manitoba marketing represent- ative. This can be done through several means but a few include knowing what your sales representatives are hearing following farmers on Twitter meeting with farmers attending trade shows and getting updates from grower groups. A few grower groups to keep your eye on are the Canola Council of Canada Grain Growers of Canada and the Canadian Federation of Agriculture. You have to be engaged with these types of organizations Hansen says. However Pinkerton cautions that sometimes whats being reported at the national level doesnt always match whats happening at the local level. This is where its important to have a strong network of people you can trust both locally and nationally. Sutherland adds that networking with your sales team and retail partners in all geographies to try and pick up local insights is especially important. He also pays attention to local media and makes use of Twitter. By following farmers representing different crops and geographies on Twitter I can quickly see whats hap- pening at the field level Sutherland shares. Most recently its been the changing pests with the increase in