b'ISF is the peak body that represents the global seed sector, he says. I was keen to accept the offer to be ISF presi-dent due to the critical role that ISF playsIt is important that consumers get thearound the world, including support for the plant breeding community. It alsofacts and not the fiction. provides me with opportunities to com-municate the numerous positive aspects of the seed sector. Anything I can do to Donald Colescorrect misinformation is an opportunity not lost on me. The Misinformation MishapEven after 25 years in the industry, hes still passionate about not only producing the best seed but sharing the good newsFor this reason, it is important thatThis year, Coles hopes to finalize the about what scientists are doing. Colesconsumers get the facts and not the fic- reorganization and further increase sup-warns the seed sector has suffered 25tion. port for the ISF advisory committees years of fake news. and the entire team. He says that within The anti-seed extremists who spreadISF Experiences the executive, there is a very committed falsehoods about the seed sector are ide- Coles says his first year as ISF presidentand experienced group, including Vice ologists and not biologists, he explains.was been filled with significant opera- President Marco van Leeuwen who will They have tried to make plant breedingtional challenges, including creating keytake over as president in mid-2022.techniques seem unnatural. The realitystrategic objectives for 2025 and sifting is that nothing about plant breeding isthrough how to reorganize ISF to ensureColes Looks Aheadunnatural. A plant breeders role is to givethese objectives are metall during aAfter his ISF presidential term is over, nature a helping hand, but breeders arepandemic.Coles will continue to help reorganize, not trained to explain their vital work toI have been utterly amazed at theenergize and support his industry. At this the general public. ability for the ISF team and its manytime, he wishes to take this opportunity The education gap is, at least partially,individual committee members to rise toto encourage all members of the seed in the hands of the seed industry to cor- this challenge and achieve so much in sosector to tell their personal stories about rect, he adds. Thats why the personallittle time, he notes. As far as progresstheir journeys within the sector. stories of individuals who work to improveis concerned, it almost seems that theI believe personal stories are the key our crops are so important. The publicpandemic never occurred. to improving the general publics under-needs to understand that its people whoISF has always been the voice of thestanding of the seed sector, he says. do thisnot faceless companies.international seed sector, says Coles. Now,We need to send the clear message that People need to realize seed is theit must double down efforts to commu- the seed business is not complicated, it source and sustenance for almost allnicate, consult and address the particularjust has many moving parts all the while life on the planet, says Coles, and plantissues faced by the 7,500 seed companymoving like the sound of a well-tuned breeders are working every day to assistmembers and support the enormousorchestra. plants to withstand environmental threats.efforts of their national associations toConsumers need to hear from those They do this by improving resistanceinfluence governments about regulatoryof us that have nothing other than their to disease, insects, heat, drought [which]restrictions and more.best interests at heart. They can also have therefore [increases] productivity, heAmong other goals, ISF will continueconfidence that over the past 25 years says. It takes a minimum of 10 years toto work for regulatory alignment andwe have delivered significant innovation, breed a new variety, so there is no time toother systems that smooth the path ofproductivity and sustainability without a waste. Plant breeders need every modernseed between countries, building trustsingle negative outcome. We have every-tool at their disposal to give plants a help- among plant protection organizations, hething to celebrate and nothing toing hand.adds. apologize for.SWINTERNATIONAL EDITION 2021SEEDWORLD.COM /15'