b'BUSINESS GROWTHWere Rewriting our Content Playbookand its WorkingSHAWN BROOK President, Seed World Groupsbrook@seedworldgroup.comseedworldgroup.com@SeedWorldGroupWEVE SPENT YEARStrying to crack the code on content strat- game, only to find themselves burned out, bottomed out, and egy. Heres the hard truth we dont say out loud often enough:asking where the audience went.the code keeps changing. But what if the answer isnt in chasingTurns out, the most resilient brands havent abandoned trendsits in anchoring ourselves in whats already working? printtheyve refined it. Theyre producing premium, pur-At Seed World Group, weve started to flip the script. Werepose-driven printthe kind that gets saved, shared, and actu-not pitting digital against print. Were asking a different ques- ally read. Then they layer in digital to AMPLIFY, not replace. tion: What does each medium do best? And how do we use thatThats the sweet spot.to our advantage? This hybrid approachsmart print plus intentional digital Lets talk about digital for a second. Too often, digital isnt just a tactic. Its a mindset shift. It says: Were not here strategy becomes shorthand for do more social media. Theto chase. Were here to lead. It values CONNECTION over problem? Social media is built to scatter your focus. Its an infi- clicks. STRATEGY over noise.nite scroll of distractions disguised as opportunity. You post, youPrint still has a role to play. Not in bulk, but in boldness. engage, you follow the algorithmand somewhere along theBecause when done right, it cuts through in a way digital often way, you forget what you were trying to build in the first place. cant.Weve all been there. So, the next time you feel the pressure to jump on the next So, we took a step back. Instead of treating these platformstrend or crank out another round of posts just to keep uplike the main stage, were treating them like highwaysbuiltpause. Ask yourself: Is this moving me forward? Or is it just to drive people home to our own ecosystem. Our site. Ourmovement?products. Our value. Success isnt about being everywhere. Its about being in This isnt hypothetical. Weve watched entire industries the right places, with the right purpose. Thats how you build a media, publishing, even techlean too far into the socialpath worth following.COLOUR SORTERSWhat I Learned Tearing Out and Rebuilding the Cleaning PlantROB MCLAUGHLIN Sales & Marketing Manager, C&M Seedsrmclaughlin@redwheat.comredwheat.comC&M SEEDSwas started in 1978. We installed what weas well. We didnt leap into anything, but we kept talking. needed, and it served us wellfor nearly five decades.When the timing was right, we worked closely with themBut 47 years is a long time for any machine, and the cracksand our own automation specialistto overhaul our setup. started to show. The company that made our cleaner hadOut went our old pre-cleaner and two gravity tables. In shut down, so every time a part broke, we had to customcame a tighter, faster system with a Cimbria pre-cleaner and manufacture it. It became clear: we were running out ofgravity table.runway. The pre-cleaner has a secondary air systembasically Upgrading a seed cleaning plant isnt something you rush.a mini gravity table built in. I was skeptical. Now Im a Its expensive, disruptive, and full of moving partsliter- believer. It pulls out debris earlier, so the main gravity table ally. But waiting was no longer an option. has less work to doand we get a cleaner product, faster.What surprised me most is that seed cleaning itself hasntThe whole system now fits on one level, making it easier changed much. The basics still hold. But the small innova- to monitor, clean, and maintain. We built in smart automa-tions? They add up. tion so even someone new can run it with confidence. And Were a winter wheat operation, which means tightthe noise? Way down. We didnt expect that, but its made turnaround. Harvest in July, replant by mid-September. Wethe plant a much more pleasant place to work.were already outsourcing cleaning just to keep up. So speedYes, there was a shipping delay with one of the compo-was a major driver. But it wasnt the only one. We wanted tonents, but Nexeed helped us plan around it. Once the new reduce late nights and create a better working environmentsystem was in, we caught up fast.for our team. In the end, we didnt just upgrade equipment. We I first met Rod Cockerline from Nexeed at a trade show,upgraded the way we work. And when your people win, your and knew technician Chris Yungblut from industry circleswhole business wins.JULY 2025SEEDWORLD.COM/CANADA 19'