b'From Seed to SpoonA session at the American Seed Trade Associations CSS and Seed Expo Virtual explores new market horizons.Alex MartinTHERES BEEN Asudden shift in consumerlooking for strategic markets.desires. Youve all probably felt itinstead ofIn a world being driven by customers, offsetting generalized products, new, customizable productsconsumer, farmer and industrial impactsespe-are hitting shelves. Think about it: customizablecially when it comes to carbon sustainabilityis hair care products, customizable vegetable deliv- important.eries and even customizable meal prepping boxes.There are companies outside of agriculture, Agriculture is no different as the American Seedand they approach this by thinking about how Trade Association (ASTA) highlights in their newesttheyre offsetting their footprint, Harbourt says. program called Seed to Spoon, during theirNot only that, but they think carefully about how Virtual CSS and Seed Expo 2020.their customers view them overall.Moderated by Jim Blome, CEO of Calyxt, BlomeThe only way we can achieve that is by helpingChris Harbourt.notes that his goal was to shine a light on thethe farmer achieve the right seed package and the opportunities that these customizable productsright agronomic system, Weller says. open up to those in the seed industry. When it comes to what Indigo is looking for The world is in a precarious place, Blomein terms of carbon programs in other companies, says. Industries and companies are facing mount- Harbourt says a lot of it has to do with expanding ing pressures to be a part of the solution to ourknowledge.challenges. The future demands healthy andWhat were looking for is a broadening of sustainable innovation, which is where plant-basedwhat we think of as growing, not just what youre solutions come to revolutionize the world by usingdoing during the classic planting to harvest season plants to solve problems. annually, he says. Its important to think into the According to Blome, there are four key trendsoffseason as well, and in particular, whats going on where plant-based innovations can have a broadwith the cover crop and tillage system throughout applicability: functional nutrition, changing cropsthe year. Jim Blome.for a changing world, plant-based innovationsFoundationally for Weller, its important to be revolutionizing industrial markets, and finally, plant- able to ensure a farmers success. based therapeutics.Seed companies right now are predominantly All of these potential plant-based consumerfocused on the grower, he says. If you can ensure centric solutions have the same needs, he says.a farmer success, ROI for the farmer on their seed They need to get planted by the farmer. They needbudget and their overall working capital budget, to be delivered through dedicated supply chains tothen thats the first thing to start with.the consumer. And that brings us to our theme. Oftentimes, Weller says seed companies are looking too far into the future when it comes to Sustainable Practices Top of Mind sustainable practices. Two panelists joined Blome. The first was ChrisAll too often, we see that companies are focus-Harbourt, global head of carbon at Indigo Ag, fol- ing way too far downstream, and by downstream, lowed by Jason Weller, vice president of Trutella.that means trying to propel consumers into action Both Indigo and Trutella are looking at differentand trying to answer the literal and figurative ways to approach these new markets.atmospheric questions, he says. But then, theyveJason Weller.Something on the top of their minds?overlooked the most foundational piece, which is Sustainable practices, and how those practices canwhat needs to happen on the farm.propel your company forward when it comes toAnd then, when it comes down to it, Weller 34/ SEEDWORLD.COMJANUARY 2021'