b'AS A RELATIVELY NEW ORGANIZATION, WE NEED PEOPLE LIKE BRENT TO HELP STEER US INTHE RIGHT DIRECTION AND ENSURE OUR MEMBERS FEEL LIKE THEY GET VALUE.Ellen Sparrystrategic plan is essential to ensure that our compass is still pointed in the right direction, Collins says. This review is anBRENTS 4 BAROMETERS OF SUCCESSexciting opportunity to reassess our goals and strategies.Secondly, his focus as president will be on ensuring value forReflecting on the past three years, Seeds Canada has membership, and that means having thoughtful conversationshad several notable successes. Here are four areas where that can sometimes require leaders like himself to ask them- President Brent Collins says Seeds Canada has truly moved selves tough questions.the needle:So, what does that entail? Engagement and feeling heard are crucial, Collins said. There are many important topics on the1. Seed Regulatory Modernization (SRM) and the Inclusive horizon for Seeds Canadas members, and its vital that mem- Standards Setting Body (ISSB): Seeds Canada has bers feel they are contributing, being consulted, and activelyhad extensive discussions and significant member involved in shaping the future of the organization. engagement in advocating on both these issues, he says. From the beginning, weve committed to making sure ourAlthough this work is ongoing, we remain committed members feel that their membership is worthwhile. Well beto making meaningful contributions that benefit our taking another look at this to confirm that were providing theindustry. The recent conversations at our annual meeting leadership, direction, and benefits that our members expect andin Edmonton were particularly promising.need, he says. Seeds Canada Past-President Ellen Sparry says Collins is an2.Intellectual Property: The Variety Use Agreement (VUA) ideal person to help do that. has been a key focus, facilitating breeders protection "Brents forward-thinking approach will serve Seeds Canadaand long-term innovation opportunities for Canadian well as we move forward," says Sparry, general manager forfarmers. Intellectual property will continue to be vital, he Ontarios C&M Seeds. She served as Seeds Canada presidentsays.for three years before passing the torch to Collins in Edmonton in July.3.Government Relations: Seeds Canada implemented aHes always encouraging us to push the boundaries ofgovernment relations strategy this year, hosted its first whats possible and explore new ways to improve ourselves as anlobby days on Parliament Hill last fall and is planning organization that celebrated our third anniversary earlier thisto do so again in 2024. This area presents many year. As a relatively new organization, we need people like himopportunities for Seeds Canada to influence policy and to help steer us in the right direction and ensure our membersadvocate for members.feel like they get value. 4.Communications: A strong communication strategy has However, theres always room for improvement. One area where Seeds Canada can do better is in gaining alignmentguided Seeds Canadas messaging and supported its and ensuring it gathers comprehensive input from members,members. Weve been active online, on social media, Collins adds. and through initiatives like our first Seed School in 2024. Achieving consensus in the business world can be chal- Our annual and semi-annual meetings also play a crucial lenging, but its essential for us to present solutions that trulyrole in our communication efforts, Collins says.benefit the seed industry. We will continue to focus on this to enhance our decision-making and strategy implementation. SEPTEMBER 2024 SEEDWORLD.COM/CANADA 13'