b'SEED TREATMENT APPLICATIONS BUSINESS GROWTHSecuring Our Agricultural Future: Innovation & Advocacy Were Rewriting our Content Playbookand its Working JOHN HOADLEY VP Operations, Summit Seed Coatingsjohn.hoadley@summitseedcoatings.comsummitseedcoatings.com SHAWN BROOK President, Seed World Groupsbrook@seedworldgroup.comseedworldgroup.com@SeedWorldGroupWEVE SPENT YEARStrying to crack the code on contentmedia, publishing, even techlean too far into the social game, strategy. Heres the hard truth we dont say out loud oftenonly to find themselves burned out, bottomed out, and asking enough: the code keeps changing. But what if the answer isntwhere the audience went.in chasing trendsits in anchoring ourselves in whats alreadyTurns out, the most resilient brands havent abandoned print working?theyve refined it. Theyre producing premium, purpose-driven At Seed World Group, weve started to flip the script. Wereprintthe kind that gets saved, shared, and actually read. Then not pitting digital against print. Were asking a different question:they layer in digital to AMPLIFY, not replace.What does each medium do best? And how do we use that toThats the sweet spot.our advantage? This hybrid approachsmart print plus intentional digitalLets talk about digital for a second. Too often, digitalisnt just a tactic. Its a mindset shift. It says: Were not here to strategy becomes shorthand for do more social media. Thechase. Were here to lead. It values CONNECTION over clicks. problem? Social media is built to scatter your focus. Its an infiniteSTRATEGY over noise.scroll of distractions disguised as opportunity. You post, youPrint still has a role to play. Not in bulk, but in boldness. Not engage, you follow the algorithmand somewhere along thefor the sake of nostalgia, but because when done right, it cuts way, you forget what you were trying to build in the first place. through in a way digital often cant.Weve all been there. So, the next time you feel the pressure to jump on the next So, we took a step back. What if social media wasnt thetrend or crank out another round of posts just to keep updestination? What if it was the bridge? Instead of treating thesepause. Ask yourself: Is this moving me forward? Or is it just platforms like the main stage, were treating them like highwaysmovement? built to drive people home to our own ecosystem. Our site. OurSuccess isnt about being everywhere. Its about being in the products. Our value. right places, with the right purpose.This isnt hypothetical. Weve watched entire industries Thats how you build a path worth following.PLANT BREEDING SOFTWARECustomization Creates Meaningful RelationshipsCHRISTOPHER LEONARD President, Agronomix Softwarechristopher.leonard@agronomix.comagronomix.comTHE BETTER A COMPANYknows its clients, the greater theNow were doing it for half a dozen and the list is growing. These chances it will form stronger, more significant relationships thatprojects have built a meaningful rapport that has resulted in a benefit both parties over the long haul.much deeper connection with our customers and their breeding Customizing products or services can be an excellent way toprograms. We have also been asked to provide features for our create these sorts of meaningful relationships with clients. Whencustomers that we would never have thought of without their we launched Genovix in 2019, we knew that our new softwareinput. Its been truly eye opening.package would provide the features and functions most plantThis deeper understanding of customer needs has led us to breeders need. We also knew that, while the majority would beexplore how our software can be modified for use with a broad well served, there would be individual customers who wouldrange of crops that we had limited exposure to in the past. The need specific functionality the majority would not. different ways in which this diverse group of plant breeders look Thats where customization comes in. In recent years, weveat their crops and how they want to use Genovix to achieve their been approaching our customers and saying, Youve asked for agoals has given us a much deeper appreciation for how we can specific feature or function. Can we personalize our software sohelp. that it does exactly what you need? Weve found many clientsIm proud to say we have much closer relationships with our love the fact that we are willing to tailor Genovix to address theircustomers now. We also have larger clients than we ever had specific situation. before because we made that key decision to build relationships To do this well, you must get close enough to your customerswith our customers that prioritize their needs.to truly understand what their goals are and what they need fromIm glad we decided to go that route. The benefits to our cus-your company to achieve those goals.tomers, our company and the industry have been well worth the We started out doing customization work for one major client.investment of time, effort and resources.JUNE 2025SEEDWORLD.COM /45'