16 / SEEDWORLD.COM SEPTEMBER 2017 T HE AMERICAN SEED Trade Association (ASTA) and CropLife International officially rolled out their newest video highlighting the role of plant breeding throughout history. It showcases advances made in the 20th century and the impor- tance of plant breeding innovation, particularly gene editing. According to ASTA, by exploring its history and future — from the ancient domestication of wild crops to gene editing — this animated video is a unique way of sharing the story of plant breeding. Those in the seed industry are encouraged to watch the video at https://youtu.be/eFKtYb9CG_s and share it through their social channels using the hashtag #JustGrowIt. The video showcases how scientists’ understand- ing of plant breeding continues to progress, while new challenges are presented everyday. Some of these challenges include the global spread of plant diseases and pests, dwindling natural resources, cli- mate change and skyrocketing global population and growth. One of the key takeaways for viewers is that helping farmers keep pace with these challenges in a safe and sustainable way continues to be the goal of plant breeders. During ASTA’s 134th Annual Convention in Minneapolis, Minn., ASTA Chair Mark Herrmann gave attendees a sneak peak of the video. A part of ASTA’s Better Seed, Better Life campaign, which started about three years ago, Herrmann thanked communi- cations sponsor Bayer for its support in making the video possible. “Our industry has such a great story to tell, and not a lot of people know that story,” says Bethany Shively, ASTA director of communications. “We’re trying to change that perception; we’re trying to talk about plant breeding and tying seed to quality of life … it all starts with seed.” SW New Video Brings Plant Breeding Innovation to Life With the click of mouse, consumers and students can better understand the evolution of plant breeding and how it’s being used today to provide global solutions to societal challenges. Julie Deering #JustGrowIt