b"When it comes to decision making, Justin Welch of Syngenta Seeds says its important not to pit family members against one anotherinstead, make sure to incoporate both generations into the discussions. The key difference to remember, though, is the primary generation generally is more open to technology that will give immediate and direct benefits. Meanwhile, the younger generation has more patience with the future. PHOTO CREDIT: SYNGENTAZulaf says the difference is thatConversely, farmers on both the younger and olderfarmers to read, he says. older decision-makers may notsides of that middle generation are more likely toIts a simple idea, but one that make those decisions as quickly.understand that no single technology, trait, or herbicidemakes a difference. I think a lot of older success- can solve agronomic challenges by itself. Sygenta has also invested in ful business people are almostcustomer-based services, including always as innovative as when theyCustomer Focused with the development of a new role, were younger, but what they haveRobinson says it comes down to putting customers first. a farm success manager.learned is that not all new technolo- While technology and germplasm are table stakes,There are a lot of operations gies work, so they bring an experi- understanding the technology and germplasm andthat aren't multigenerational, so mental bias or realism to thosehow to use it is where farmers will find value, he says.its really important we stand with decisions, Zulaf says.He believes seed companies can provide the bestthem to help them learn so they can Specifically, Welch says those inservice by learning about each farmers operation andbegin embracing new technologies the primary generation tend to beworking together to understand which technologieswithout the nervousness of doing it most willing to accept new tech- and germplasm can maximize their productivity.all themselves, Welch says.nologies that offer immediate andSometimes that may mean recommending an direct benefits. Younger farmersexpensive, highly-traited product, other times that mayLess Loyaltymight have more patience to seemean recommending rotation to a less profitable cropThis support could play a key role the value in the future. to manage pests, Robinson says.for younger farmers as well, as The multigenerational mem- Zulaf agrees.Zulaf suggested younger genera-bers tend to be more willing to tryOlder farmers often have a stronger understandingtions might not be as loyal to prior something, even if the value wontof what works for them, and they understand it doesntbusiness partners.be realized until they are a few yearswork every year, so they are more willing to stick withIve heard a lot of comments down the road, he says.something after a less successful year, if its somethingabout older generations being more Jim Robinson, corn & soybeantheyve had success with in the past. loyal to their sales reps or certain product manager with Rob-See-Co,With farm management, so much of that successbrands, he says. says he has noticed generationalis finding what works for your operation, on your land,Zulaf says this could be differences in product expectationsand companies have to understand that, Zualf says. explained by younger generations rather than acceptance.Its also important to keep the age-differentialwillingness to accept any costs The generation of farmers whobetween sales rep and customer in mind.associated with changing suppliers came into their prime toward theWe all have a tendency to feel more comfortableor other arrangements. beginning of GMO traits, such aswith people our own age. Thats not a criticism, its aAs an economist, this makes a glyphosate tolerance and insectnatural reaction, so if there is a big difference there, itlot of sense. Those older decision-tolerance, are more likely to rely oncan be harder to overcome that gap, Zulaf says.makers are less willing to absorb those traits or herbicides as a silverRobinson has gotten feedback on print materials asthose costs, whether financial or bullet rather than a component ofwell.otherwise, he says. an integrated pest managementWe need to ensure our font sizes in seed guides,Learning new technology takes system, he says.postcards, and tech sheets are large enough for oldertime and doesnt always come with 38/ SEEDWORLD.COMDECEMBER 2021"