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GETTING KEY MESSAGES INTO THE HANDS THAT NEED THEM. For a handout on this topic visit Germination.ca.. Send us your company name and logo and well develop a customized PDF for you to distribute. ENDORSED BY NOVEMBER 2015 13 soybean cyst nematode and white mould. For Sutherland Twitter helps him to better understand the spread and impact of some of these pests and how it impacts the farm. Once you know whats happening at the local level Sutherland recom- mends looking at what value your business can deliver to farmers in that specific field. SeCans Pinkerton says he spends time at trade shows listening to farm- ers. Specifically hes listening for what they are asking for what theyre disap- pointed in and how his company can fill that hole. We need to know farmers frustra- tions and whats working he says. Its all about one-on-one conversations. If youre not on the phone with other retailers and farmers then how else are you going to find out If youre waiting for a report its likely to late to be on the front end and it takes time to build up all that seed. Its also important to get new prod- ucts into the right hands at the local level Pinkerton says noting that this will give you local feedback local data and help to kick-start things. Then its up to you and your team to share that experience with others he adds. Network with Peers Networking is critical. You have to know what your peers in the business are doing Pinkerton says. Just ask them about their experience and most people are happy to share their insight. Ryan McCann director of seed for Crop Production Services Canada says he is always talking with his network to share ideas and see how they may have handled a situation or event. For example as corn and soy- bean acres continue to expand across Western Canada his team is working to take a lead role in understanding those crops and being able to make reliable recommendations to customers. They are doing this not only through their own research and testing but also networking. We have a large retail network in the U.S. with experience in corn and soybeans so Im always in discussion with both colleagues and suppliers to make sure we learn and understand how they went through a transition of this magnitude McCann says. Use Suppliers and Manufacturers From a seed company perspective understanding long-term trends is crit- To help identify changing trends Norm Sutherland Syngenta Canada district manager in Ontario stays connected at the local level. Brad Pinkerton SeCan marketing manager in Manitoba says to keep your eyes and ears open.