b'for generations. However, innovation and perhaps, more importantly, adoption ofSW: Would getting connected innovation has been limited for manywith a seed trade association help reasons. This means that there are vastwhile doing businesspotentially areas where introduction of agriculturalan organization like AFTSA or innovation can be made. TheseSANSOR?innovations can come in many forms:CM: A very good place to get local they can be as simple as new and betterinformation is from the national seed ways to apply fertilizer or crop protectionassociations of countries where you have or as advanced as the application ofinterest. SANSOR for example represents new breeding technologies to local foodthe South African seed industry. Other staple crops. very good sources are Africa Seed Trade As population on our planet continuesAssociation. Another group not to forget to grow, there will be an ever-increasingis COMESA, a regional organization that need for more nutritious and sustainableis helping align among other things the food production. This means that like theseed laws in 20 plus countries in Africa. rest of the world Africa will need to playIf you are connected to the United its part in facing this challenge. States, you can also reach out to the local Charles Miller serves as commercial directorU.S. embassy as most have an agricultural SW: What can Africa offer thatof Solynta and the American Seed Tradeattach. These folks have a very good might be appealing to a seedAssociations representative to AFTSA. awareness of what is really going on at company? the grass roots level and are very happy CM: There are millions of people who relySure, there can be quick wins from ato share what they know.on agriculture for the income and survivalproduct point of view. But, registration in Africa. These people are eager tosystems in most countries dont move atSW: How does culture play into improve their production techniques andlight speed. Even import procedures candoing business in Africa, if at all? to apply innovation.be somewhat burdensome at times.CM: Most people involved in agriculture Contrary to popular belief, most farm- Just like doing business in Northare down to earth and realistic people. It ers in Africa are willing to pay a fair priceAmerica once you have proven productis no different in Africa. Treat everybody for their seed if the company can prove itperformance and committed customersas you would like to be treated and most has value. All that is needed is support ofyou will see strong loyalty. barriers can be overcome. If you have a local government and the dedication ofproduct or opportunity that brings value, seed companies to introduce improvedSW: Are there any regulationsyou will have an audience.But, the final genetics and production practices. But,people need to be aware of thatproof is in your actions. Follow up when this is not like working in Iowa!There arehugely differ from doing otheryou say you are going to follow up. Also, many challenges and not least of theminternational seed business? dont be surprised if things take time and is the government bureaucracies. ThereCM: While regulations for registration andsome pushing. In Africa the number of are 54 countries in Africa. Each of theseimportation of seed differ in almost everylayers involved in many simple steps is countries have their own rules and regu- country in Africa, if you have workedsometimes surprising. Do worry about lations for seeds, including intellectualoutside the United States already, you willsending emails asking for updates. This property. be generally prepared for what you see inwill help keep the discussion moving. Africa. Just make sure you plan for delaysIn 2020, the ISF congress is being SW: Is there anything seedin the system. There are normally manyhosted in Cape Town, South Africa. If you companies should be preparedlayers of processes that must be finalizedare interested in working in Africa this will for when looking to do businessfor most processes that we considerbe a good time to attend ISF if you dont in Africa? And, does it differ fromnormal. go regularly. As the congress is being country to country? Another thing to keep in mind is thehosted in Africa, there are likely to be CM: When you think about expanding togeneral state of the countrys econ- more than normal the number of African Africa, think about where your strengthsomy and how they manage currencydelegates in attendance. Another oppor-lie. If you dont speak French, then youexchange. Most Africa countries havetunity to meet a good number of the might not want to start your efforts indeprecating currencies. This is goodplayers in Africa is at the annual AFSTA West African countries. If you dont haveif you want to make production in theCongress that is hosted annually in early tropically adapted material, you mightcountry, but can become problematic ifMarch. not want to start in the Central Africanyou intend to simply export your seedEditors Note: This interview was con-region. Lastly, if you are not willing tofrom the United States. Also, make sureducted on March 16th, 2020, before the ISF make it a long-term effort you likelyyou clearly understand how you can beWorld Seed Congress in South Africa was should not even think about expandingpaid and what hurdles are faced by yourpostponed until 2022.SWto Africa. customer in terms of currency conversion. 14/ SEEDWORLD.COMINTERNATIONAL EDITION 2020'