60 / SEEDWORLD.COM JUNE 2019 CERTAINTY IS HARD to come by these days. If one thing’s for certain, it’s that the International Seed Federation’s (ISF) vision is set in stone: a world where quality seed is accessible to all. The ISF Strategic Objectives 2016-2020 provides a roadmap to achieve this vision. “Every farmer in the world needs seed that performs better in yield and to grow crops in a sustainable way,” says Eduard Fitó, president of ISF. “Our sector contributes to fulfill this need.” Fitó is wrapping up his first year of a two-year term, and his priorities are quite simple: communicate, engage and change. Communication is Key Fitó sees a need for intensified communication — not only at ISF but also throughout the seed industry. “The act of communicating and communication technologies are changing our industry in a really profound way,” Fitó says. “We need to change the way we address society. “For many years, the seed sector has been engaged in an increased communication effort. We understand now more than ever the importance of addressing the global community on issues that affect the future of agriculture.” One key issue in the coming months will be how industry communicates about innovation and the latest breeding meth- ods. ISF has been engaged for several years in communication activities with partners on this topic. Under the European Court of Justice ruling on case C-528/16 (July 25, 2018), the Court interpreted the provisions of the EU GMO Directive 2001/18 in such a way that products resulting from innovative, targeted mutagenesis methods are regulated under the provisions of the GMO-Directive, which will have a negative impact on innovation. “Many countries have taken a different approach, and others have yet to make a decision on regulations around the latest breeding methods,” Fitó says. “Our ability to communicate clearly on the way we are working will be key in the coming months. We need to work harder to explain that this isn’t just how we want to make business. We believe this is the best way to promote innovation for sustainable agriculture. We need to highlight this fact — we want to make our world more sustain- able, and we want to preserve our lands. As an industry, we truly believe that we are doing something that provides solutions for farmers, to increase yields and resistance to pests and diseases to make our food supply more secure.” Fitó says one way to help improve the seed industry’s mes- sage might mean more discussion about what the general public wants to hear — less of the hard scientific facts and more about things that matter to them and how these changes affect them. As an industry, ISF looks to create a better world for all the players on the field. Alex Martin amartin@issuesink.com COMMUNICATE. ENGAGE. CHANGE.