b'SEEDS CANADA / SEEDS-CANADA.CA / A STRATEGIC VISION FOR THE NEXT THREE YEARSHOW STRATEGIC PLANNING WILL SHAPE OUR FUTUREI HAVE ALWAYS BELIEVEDin the need of an organiza- Advocacy is about more than just talking. Its about tion to have a strategic plan. Its like a roadmap in abeing heard and getting your point across clearly and world where limited resources and endless possibili- concisely. Today, Seeds Canada is synonymous with ties come together. As part of Seeds Canadas leader- forward-thinking solutions and meaningful impact ship team, I recently participated in an intensiveand we want that to grow. That is why we are building process to craft our new strategic plana plan thaton our brand as the leading advocate for an innovative Im confident will drive us forward in delivering evenand progressive seed industry.greater value to our members, clients, and stakehold- These goals are ambitious, but they are also ers. grounded in reality. Beneath them lies a series of one-By Barry Senft,This journey started with a question that reso- year objectives designed to ensure progress. Metrics Chief Executivenated deeply: What are the strengths and delivera- will guide our success, from tracking the number of Officer bles of the organization to this point and what donew alliances to measuring the impact of our advocacy we want to be and do in the next three years? Its aefforts.question every organization must answer if they wantAs you might imagine, no plan is without its to be successfuland for us, it was an opportunityhurdles. As part of our process, we conducted a SWOT to reflect on the past while looking to our future. analysis to identify potential challenges that could Seeds Canada is relatively young, having formed justhinder our progress. Some of these challenges are under four years ago. But despite our youth, we havewithin our control, such as resource allocation, while had significant accomplishments,and we are eager tootherslike shifting market dynamicsare not. build on that momentum. Acknowledging these realities upfront allows us to Working with a strategic planning firm based inprepare and adapt, ensuring we stay on course.Winnipeg, we engaged in a day-and-a-half of work- At the end of the day, the success of any strategic shops involving our board of directors and leader- plan lies in execution. Thats why accountability is cen-ship team. We were challenged to think about andtral to our approach. Our board has set the priorities, articulate not just our aspirations but also where weand its now up to the CEO and staff to translate these are now and how we can position Seeds Canada on ainto actionable steps and make them happen. Regular trajectory of growth and maturity. Are we still in thecheck-ins will ensure were staying on track, addressing start-up phase? Have we reached a growth plateau?challenges, and celebrating successes along the way.These are tough questions, but theyre crucial toThis process has been more than just a planning defining our next steps. exercise; its been a team-building experience. Bringing together our board and leadership team in such a col-The Pillars of Our Plan laborative way reinforced the shared commitment to At the heart of our new strategy are three goals thatSeeds Canadas mission and vision. The energy in the will shape our path forward over the next three years: room was lively and intense, and the result is a strategicIncrease our value to a growing member andplan that truly reflects the aspirations of our organiza-client base.tion. Build the brand to be the leading advocate for anSeeds Canadas journey is far from over, and with innovative and progressive seed industry.this strategic plan in place, we are prepared for growth,Maximize our interactions with government andinnovation and greater impact. The seed industry is the industry stakeholders. foundation of agriculture, and as its advocate, we have In todays fast-paced agricultural landscape, havinga responsibility to lead with purpose and vision.influence is crucial. By strengthening our relationshipsTogether, with our members, client, stakeholders, with policymakers and industry leaders, we aim toand partners, well continue to build a stronger, more become the trusted voice and resource that shapes theinnovative seed industryone thats ready to meet future of the seed industry. the challenges of today and tomorrow. 32 SEEDWORLD.COM/CANADAJANUARY 2025'