b'need one body who is defining our position and allows us as ISF to speak in the name of everyone.Coles says this new structure is immensely important as the seed sector works on its message to new stakeholders in the value chain.The seed sector is not properly recognized for the critical role we play in maintaining the food chain, he says. While attending as a member of the CEO consultation group for the UN Food Systems Summit, Coles notes that while many CEOs of global companies were involved, very few mentioned the critical role seed plays.Our new structure must work towards telling our story in a much more robust and confident way, he says. ISF believes this new structure will help better structure mes-sages and cooperation for the future. Donald Coles, president of ISF. Michael Keller, secretary general Communicating in a Virtual World of ISF.One of the other difficulties ISF faced during this structural change was the inability to meet in-person during the process.I have to really emphasize my appreciation to all of our mem- PRIORITIES TO KEEP IN MINDbers, Keller says. Not only did they accept this new structure, but they also called for nominations and approval of those nominationsWhen it comes to this years priorities, both Michael Keller, secretary general of all in a virtual world. That means, all this was done in trust. the International Seed Federation (ISF), and Donald Coles, president of ISF, have That trust has helped ISF better structure the new coordina- many points top-of-mind.tion groups and new members of the ISF secretariat. We received a high number of nominations throughout theRising misinformation is a major concern Coles sees across the industry. There world, Keller says. In addition, we had a lot of direct contactare many groups with an extremist ideology that are intent on promoting an with new groups to explain how this new structure functions unscientific and unsustainable agenda, he says. meaning there was a lot of interaction between the secretariat and all those nominated to set it up. Especially concerning areas and regulations like the Farm-to-Fork agenda And while leading virtually isnt ideal, Coles says the ISF sec- in Europe, Coles sees a lack of communication about how the seed sector is retariat has been exemplary.engaging in climate change efforts.Its important to recognize that many of us have been through significant personal and business challenges, ColesKellers main goals are continuing to engage beyond the boundaries of the seed says. Most of these challenges remain unseen and unknown. Itssector, with new partners, be them NGOs, countries or another stakeholder in a credit to all involved in the administration of ISF and its relatedthe value chain. Despite the progress made over many years, a lot of countries organizations that so much has been achieved in so little time. still have farmers who dont have seed choice or access to quality seed, he When it comes to the future, though, Coles is hopeful that thesays. Theres a clear need to work together not only within the private sector, time of a virtual-only world is coming to an end.I hope that communicating in a virtual world is over, at leastbut also with the public sector. in part, he says. ISF now has an opportunity to expand its com- Deepening relationships, especially within the food systems, is imperative. munication mediums and methods.But, with the upcoming in-person World Seed Congress, itsFinally, improving plant breeders rights to continue to encourage new important to remember how to communicate the message ofinnovations stays top-of-mind.the seed industry in person again.We need a crystal-clear regulation concerning intellectual property rights Dont be boring! Coles advises. Dont make it technical or use industry jargon. All in-person communication must comeof plant breeders, Keller says. Its clear there is pressure on plant breeders with a personal story that is empathetic to everyday consumers.rights, and we need to overcome it. We need incentives to innovate.Simple, but factual statements like my phrase, Almost all life on the planet relies on seed to survive! works.Getting together for the first time in two years in Barcelona is ON THE WEBwhats exciting Keller most about this year.WHERE Its exciting to meet again in person, and we have a lot of topics to discuss, he says. The seed sector needs to be moreWant to review what ISFs key strategic objectives are? Reread our overview on them atpresent and more visible to provide more solutions.SW seedworld.com/learn-from-the-past-and-prepare-for-a-strategic-tomorrow. 16/ SEEDWORLD.COMINTERNATIONAL EDITION 2022'