b'SEED EDUCATIONIs it Time to Reimagine Cover Crops?A. SUSANA GOGGI Professor, Seed PhysiologistISU Seed Science Centersusana@iastate.eduseedlab.iastate.edu COVER CROPS HAVEmoved well beyond being viewed as aand Public Goods through Perennial Groundcover. This national niche practice. Today, they represent a research-driven solution toproject brings together a team of scientists and engineers who some of agricultures most pressing challenges including soil health,share a bold vision: making year-round cover on Midewest crop-nutrient retention, erosion control, and long-term sustainability. land the norm. The collaboration underscores our commitment At Iowa State Universitys Seed Science Center, were explor- to scaling sustainable practices that benefit farm productivity ing whats next in cover crop innovation by taking a closer lookand the environment.at perennial cover crop species that can remain in the fieldWe also understand that innovation must be economically year-round without needing to be replanted every season. Theseviable to be adopted. Thats why were working alongside econo-systems have the potential to reduce soil disturbance, lower inputmists and ag professionals to explore incentives, policy frame-needs, and build long-term resilience on the farm. works, and management strategies that make sense for farmers. What sets our work apart is a focus on real-world application.Its not just about proving the science, its about ensuring the Our interdisciplinary team of seed physiologists, weed scientistssolution is practical, scalable and profitable.and industry collaborators is identifying and evaluating plant vari- As climate variability continues to test the limits of traditional eties that can integrate into existing cropping systems, particu- farming systems, the case for rethinking cover crops, especially larly with corn. Were studying not only how these plants growperennial systems, becomes stronger. This is a critical moment and compete, but also how they interact with soil microbiology,to reimagine the role of cover crops in the seed industry and nutrient cycling and seasonal management. beyond. Were committed to developing data-backed tools and I am a member of RegenPGC, short for Regeneratingsystems that support farmers in building more resilient opera-Americas Working Landscapes to Enhance Natural Resourcestions, not only for today but for generations to come.PRODUCTIONThe Distribution Brand Dilemma: Worth the Risk or Necessary to Stay Relevant?JIM SCHWEIGERT President, Gro Alliancejim.schweigert@groalliance.comgroalliance.com@GroAllianceI OFTEN SEE FARMERSreminiscing on social media aboutterms, pricing and duration of the commitment? Is it at Funks G, even though it hasnt been in the market for decades.your option when to exit or to continue indefinitely?Farmers recall how much they enjoyed the people, the products4.How does having or not having a distribution brand impact and the buying experience. Talk about brand equity! sales volume and profit? Which is more important to your It got me wondering: would the Funk brothers have taken oncompany?a distribution brand? 5.How will you structure the sales team and incentive pro-Distribution brands certainly have appeal. They can addgrams to ensure the proper focus and discipline versus just simplicity and cost savings during a time when seed companytaking orders of the distribution brand?margins are razor thin and staff is stretched. They can get yourAnswering these questions is fundamental to the success of company access to new genetics and might be the only way towhichever strategy you choose. Each company will view them expand your margin opportunity. through its own, unique lens based on its sales territory, current But they can also erode your own brands equity. The effortproduct offerings, and long-term goals.you put into building your brand is now spent on building some- This decision also doesnt exist in a vacuum. Many parent one elses. The weekend sales calls, delivering that extra bag tocompanies offer distribution brands as part of their out-licensing the field, and the countless hours spent on product selectionstrategy, so your neighboring seed companies are considering have distinguished your brand from your competition. That effortthese same questions. Regardless of the decision you make, you now helps build the equity of the distribution brand. will compete against those brands and quite likely the parent Is a distribution brand right for your company? Consider: companies as well.1.Can you maintain a strong company brand while adding aThis is a pivotal moment in the industry and taking on a dis-distribution brand? tribution brand is a complex decision. Whichever direction your 2. How does the distribution brand fit into your companyscompany chooses, make sure its based on a thorough analysis strategy today and over the next decade? of how it impacts the short-term and long-term health of your 3.Does your company or the parent company control thecompany.30/ SEEDWORLD.COMSEPTEMBER 2025'