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REPEAT. COMMUNICATE. EDUCATE. REPEAT. COMM MMUNICATE.EDUCATE.REPEAT.COMMUNICATE.EDUCATE PEAT. COMMUNICATE. EDUCATE. REPEAT. COMMUNICATE. UCATE. REPEAT. COMMUNICATE. EDUCATE. REPEAT. CO MMUNICATE. EDUCATE. REPEAT. COMMUNICATE. EDU UCATE. REPEAT. COMMUNICATE. REPEAT. EDUCATE. CO MMUNICATE.EDUCATE.REPEAT.COMMUNICATE.EDUCATE PEAT. COMMUNICATE. EDUCATE. REPEAT. COMMUNICATE. UCATE. REPEAT. COMMUNICATE. EDUCATE. REPEAT COMMUNICATE. EDUCATE. REPEAT. COMMUN COMMUNICATION. Communication. Communication. That seems to be the mantra of the seed industry from the CEOs to the sales rep- resentatives working directly with farm- ers and from national and international associations to universities. “It’s a top priority for the seed industry,” says Diego Risso, executive director of the Seed Association of the Americas (SAA). “I have the opportunity to partici- pate in the International Seed Federation, American Seed Trade Association and a number of other seed associations. Nearly every working group and committee has communication as part of its work plan.” At the International Seed Federation (ISF), leadership recognizes the impor- tance of taking the message of the seed industry beyond that of its members and hired a new communications man- ager, Jennifer Clowes, in 2015. One of the federation’s primary objectives, identified in the strategic plan, is engagement — “to raise awareness and build understanding of the seed industry and the benefits it brings to a global society.” With the aim of increasing member and public engagement, one of Clowes’ first tasks was undertaking the devel- opment of a new website, which was unveiled in January 2015. Additionally, she’s been working with the ISF Seed Applied Technologies Committee on a communica- tions strategy so members have uniform language to use across the industry, and can avoid unintentionally sending mixed messages when working with stakeholders. It’s an all-hands-on-deck effort to influence the perceptions of policymakers and the public. Julie Deering ABOUT THE GIANTS Don Blackburn, Dow AgroSciences Global Seeds & Traits R&D Leader In 1989, he was first tasked with finding a place in Wisconsin to start a research station for corn breeding. Today Blackburn oversees Dow AgroSciences’ global field and laboratory teams with the mission of discovering and developing new varieties and hybrids through modern plant breeding technologies. Risa DeMasi, Grassland Oregon Founding Partner A forage, cover crop and turf seed guru, DeMasi spends her time con- necting the dots through global networking, education, marketing, project development and government affairs. Most recently, she served as chairman for the American Seed Trade Association (2015-16) and remains active on the board of directors. Michael Gore, Cornell University Professor and Plant Breeder A true “hipster” when it comes to plant breeding, Gore pushes the bounds in every possible way, from teaching and guiding research pro- jects using quantitative genetics and high throughput phenotyping to community service and industry relations as former chair of the national Plant Breeding Coordinating Committee. There’s nothing he won’t tackle. Alan Hirsch, Barenbrug USA Vice President of Consumer Products A fifth-generation seedsman, Hirsch says with pride that his family has been involved in the seed business since 1864. As vice president of the Consumer Products Division, he’s responsible for anticipating customers’ needs before they know they need it and working with plant breeders to have product ready. Diego Risso, Seed Association of the Americas Executive Director Having joined the Seed Association of the Americas in 2009, some might say Risso is a gatherer of information, ideas and people. He is responsible for bringing everyone around the table to talk through issues that impact the international movement of seed, be it phytosani- tary requirements, intellectual property, low-level presence or any other issue involving seed and trade.