b'PRODUCTION BIOLOGICALSAre You Running Your Business as Hard as a Cross-Country Runner? Delivering on Natures Design: Why True Collaboration Will Redefine Ag BiologicalsJIM SCHWEIGERT President, Gro Alliancejim.schweigert@groalliance.comgroalliance.com@GroAlliance LINDA KINKEL Founder, Chief Science Officerlinda.kinkel@jordbioscience.comcompany/jord-bioscienceAFTER MORE THANthree decades studying soil health andAt Jord BioScience, this biological reality shapes everything microbial ecology, one truth is unmistakable: nature never workswe do. Our bio-prospecting strategysourcing microbes and alone. Microbes succeed through partnershipscooperat- microbial combinations from diverse, stress-adapted and high-ing, communicating, competing and adapting in extraordinarilyperforming environments worldwideis designed to capture complex ways. The breakthroughs that will define the future ofindividual microbial capabilities and the beneficial interactions agricultural biologicals depend on embracing collaboration, bothshaped by evolution. By curating and evaluating thousands of in the soil microbiome and across the agriculture industry. strains through our screening process, we identify microbial com-Yet today, we often treat biologicals and chemistry as sepa- binations that work togetherand work with chemistryto rate programscoexisting, but rarely intentionally workingdeliver measurable, field-proven performance.together. The next crop productivity frontier will come from trulyWhen chemistry and biology are intentionally paired, that col-integrated systems, where high-performing biologicals, provenlaboration is a performance advantage.chemistries and aligned teams work in concert not in parallel. Science has taught me the same principle applies to people. In healthy soils, thousands of distinct microbes form networksBreakthroughs happen when disciplines connect, when knowl-that unlock nutrients, suppress disease, and build resilience.edge is shared openly and when diverse expertise comes Theyre not solo performerstheyre a dynamic ecosystem.together around a common goal. I saw this reflected at the World Some cooperate, enhancing each others ability to colonize rootsFood Prize Foundations celebration of the years Top Agrifood or deliver plant benefits. Others compete fiercely, deployingPioneersan honor I humbly share with global collaborators chemical defenses or outcompeting neighbors for resources.working to make ag more resilient, productive and sustainable.These competitive interactions can undermine the performanceProgress in agriculture has never happened alone. of microbial inoculants if we dont account for them, while theChampioning collaboration at every root, every field and every right beneficial partnerships can be powerful multipliers. handshake will write the next chapter of crop productivity.BUSINESS GROWTHTired of Competing on Price? Start Competing on StatusSHAWN BROOK President, Seed World Groupsbrook@seedworldgroup.comseedworldgroup.com@SeedWorldGroupWHEN SOMEONE SAYS,I need more sales and I need themTheyre not just buying what you sell, but why you do it .fast, theyre usually asking for a shortcutanother promotion,Turn your why into a status-building narrative:another discount. But the only reliable path to faster sales isnt1.Character (your customer): Start with what they wantlouder marketing; its deeper connection. Connection starts withhigher yields, less risk, more predictability.a clear story about why you do what you do in a way that lets2. Problem: Name whats truly at stake: uncertainty, time pres-customers see themselves in it. Thats where status comes in. sure, decision fatigue. When you describe their problem Status isnt ego, logos or bragging rights. Its your earnedbetter than they can, they assume you can solve it.position in the relationshipthe degree to which buyers see you3.Guide (your why): Share your beliefs and point of view: why as an expert guide rather than a replaceable vendor. you work this way for these people.High-status companies: 4. Plan: Offer a clear three-step path. Clear plans reduce anxi- Get called before the RFP goes out. ety, and buyers give status to those who reduce anxiety. Hear What do you think? not How cheap can you get? 5. Call to action: Be direct. Invite, dont hint. Lead the conversation rather than react to it. 6.Stakes: Show the before/afterwhat happens if they stay When youre seen as the guide, sales become a natural nextthe same versus work with you.step. The bridge to that status? Your story. Tell this story consistently and you stop looking like a supplier Most companies talk about features and priceinformation,and start looking like a strategic ally.not story. Meanwhile buyers are asking: If you dont define your status, the market will. The real fastDo you understand my pressures? track is to clarify your why, make the customer the hero, tell thatCan I trust you when things get uncertain? story everywhere, and show up like the guide you claim to be Are you here to help me win long term? so you rise above price-based competition.JANUARY 2026SEEDWORLD.COM /23'