b'I dont know how to explain thewe need to let our audience understand that theres a moment when you find a passionlot of misinformation out there, and we as an industry and you want to stick with it, heneed to be able to explain that to them. It takes time, says, but I stayed with it, and seedbut there are a lot of people who want to know and really became a big part of theunderstand.appeal for me as well. Maybe I wasA couple keys to approaching and dispelling I DONTjust too stubborn to leave, but itsmisinformation is to avoid getting defensive, and be rewarding to do work that bringstransparent so consumers to feel comfortable with the KNOWa lot of success, while enjoying theindustrys answers. people youre working with. There will always be those on the far side who HOW TOdont want to accept our messaging, May says. But, EXPLAINStep Up Communication for the majority of people, if we can give them a strong May is all-too familiar with theanswer, explanation and full transparency, theyll THEpressure seed treatments haveaccept our messaging really well.been under lately. From accusa- May sees communication as potentially difficult and MOMENTtions about loopholes in regulatoryit can get draining to continuously talk about difficult processes to concerns about theirsubjects. WHEN YOUeffects on the environment, seedASTA has a lot of information that teaches us FIND Atreatments have been under thehow to dispel misinformation, May says. Its Seed microscope.Ambassador Leadership Training, or SALT, program PASSIONIn this kind of business, issuesteaches people how to do this, and while it can be are always going to arise, Maydraining, after you learn how to approach it, it can be AND YOUsays.rewarding.However, May, while concerned,Getting comfortable with how to approach chal-WANT TOisnt worried.lenging topics can make you less apprehensive to STICKI think the seed industry con- talk about it, which allows you to have a constructive sistently responds really well, heconversation. WITHsays. The American Seed TradeAfterwards, its amazing how people come back Association (ASTA) memberand are very happy and thankful that you took the IT, BUT Icompanies are all working closelytime to talk to them, he says. Thats why we work together to create a stewardshipwith all our member companies to be trained on how STAYEDand educational programand Ito do it correctly.WITH IT,think thats the way to do it. Explain the BenefitsWhen it comes down to it, May AND SEEDis a marketing man, so he believesWhile there will always be issues that pop up in the the seed industry needs to beseed treatment business, taking time to look at the big REALLYmore proactive and transparentpicture of how seed treatments fit into crop protection in communication. He says withcan help individuals teach others about the benefits. BECAME Amore open communication, theOne of those big-picture points is sustainability. BIG PARTseed industry can turn some imageSeed treatments are something that fit into the sus-problems around. tainability picture, which has become such a hot topic, OF THEWe dont want to wait untilMay says. Its one of those important tools to have.an incident happens to be proac- May mentions its also important to keep in mind APPEALtive in communication, May says.the rigorous regulations seed treatments undergoThats why we need a stewardshipand specifically, these requirements are in place to FOR ME ASand educational program, to avoidensure the safety of growers and the environment.WELL. human errors to the best of ourIf you look at the EPA requirements for seed treat-ability. ments, there are over 200 studies that need to be Not only that, May says thatcompleted, and about 100 safety studies that are done when issues happen, its not goodfor approving a chemical, May says. It takes over 11 to avoid the problem; you need toyears to get everything approved.acknowledge it. In addition, the Federal Seed Act regulates labeling Weve got to acknowledge theand physical movement of treated seed. issues, he says. And in the end,In the end, May believes seed treatments fit the bill 62/ SEEDWORLD.COMDECEMBER 2021'