Yesterday, we announced Seed World U.S’ Insider of the Year: Gro Alliance.
We sat down with Jim Schweigert, president of Gro Alliance and the pen behind the company’s monthly Insiders columns, to quiz him on why he invests his time so consistently into telling his company’s — and more broadly, the seed sector’s — story, and what other companies can gain from being part of that conversation.
Check out the entire discussion in the video below:
Here’s a short summary of some of the highlights from the conversation:
The seed industry has a spectacular story to tell. It is the cornerstone of feeding the world: a noble, critical, passion-filled role. Yet, the seed industry has at times struggled with its messaging, with outside voices often controlling the story. Schweigert believes that those closest to the industry hold the responsibility of shaping its narrative. He emphasizes the importance of owning the seed industry’s story, collaborating across the value chain, and connecting authentically with the public.
“If we don’t tell that story, others are going to get to write those chapters for us,” Schweigert says. “And they might not have the best interest of farmers, agriculture or the seed industry in mind.”
For Schweigert, the mission is clear: seed companies must articulate their role in providing better quality seed and grains while using fewer resources. By communicating their experiences and innovations directly, these companies can counter misconceptions and ensure that the seed industry’s voice is authentic and informed.
The Antidote to Noise and the Power of Collaboration
Connecting with the public, policymakers and even skeptical audiences is no small task. For Schweigert, authenticity is the cornerstone of effective communication.
“It’s just being your authentic self … and telling your story from the perspective that you have,” he says. “What are your challenges? What are your opportunities? What frustrates you, and what makes life great? Sharing those real stories cuts through all the noise.”
The seed industry’s complexity often leads to a tendency for stakeholders to guard their turf, but Schweigert sees collaboration as a path to greater success.
“If you bring together that supply chain, and you’re all rewarded through cooperation, you’re going to go a lot farther,” he says. “Even if somebody is a competitor, there are elements of their story you can tie into the broader message for the industry.”
He says the diversity of agriculture offers a unique opportunity to craft messages that resonate with a wide audience. Lifting up innovative companies and technologies, even those that disrupt traditional practices, strengthens the industry’s collective voice.
Engaging the Next Generation
Looking to the future, Schweigert highlights the importance of empowering new employees to become advocates for the industry.
“Newer employees are more likely to be engaged on social media,” he says. “Let them speak in their voice. If you have new employees posting fun videos of the day-to-day work they’re doing, it adds credibility to the brand. People can relate to that.”
By allowing fresh perspectives to shape content, companies can connect with younger audiences in ways that feel genuine and relatable. Schweigert believes this approach not only fosters engagement but also positions agriculture as dynamic and accessible.
He acknowledges that engaging on social media can feel intimidating, especially with the potential for critical comments. Yet he encouraged companies to face these challenges head-on.
He says mistakes are inevitable, but they’re also part of being genuine. Engaging constructively — even humorously — with detractors can reinforce a company’s credibility while demonstrating confidence in its message.
Schweigert’s vision for the seed industry is one of proactive, united communication. From fostering collaboration to embracing authenticity, he believes that every stakeholder has a role in shaping the narrative.
“When we have an authentic online and social media presence as a company and as individuals, that carries through,” Schweigert said. “It’s about being who you are and not letting one-off comments derail the bigger picture.”
