I can’t tell you how many conversations I had at the ASTA Field Crop Seed Convention in sunny Orlando in early December that went something like this:
“I’m Joseph from Summit Seed Coatings…”
“Oh, you mean Bill’s company!”
And they’re right. Summit Seed Coatings’ founder, Bill Talley, is a force in the seed coating world. His knowledge of the seed industry, responsiveness to customer needs and deep passion for the industry have shaped the company from the very beginning. When Bill says, “Call me day or night,” he really means it.
The challenge for us is we’ve shifted from a one-man show to a much bigger, fully professional commercial entity. We’re redefining Summit Seed Coatings in the marketplace. Many other companies go through this when they move from being founder-led organization to more far-reaching.
Here’s what we’ve learned:
1) Celebrate Your Company’s Roots
Bill’s emphasis on truly understanding the seed industry has been at the heart of Summit since day one. This is why you’ll find our senior finance folks attending alfalfa conferences alongside agronomists and sales reps. It also means providing products that offer ROI in a real-world farm application. The best biological addition to an alfalfa seed coating isn’t going to be jive with farmers’ priorities if it bumps the cost by $0.20/lb, but it could work at $0.04/lb. Balancing innovation with practicality is a key part of our heritage.
2) Build on Your Organization’s Legacy
As Summit evolves, we’ve learned the importance of building the right team to carry on Bill’s passion for agriculture and his commitment to quality. This means prioritizing education, involvement and expertise across all levels of the company. As we expand, the knowledge and perspectives of our team become crucial to supporting the innovation and growth of the business. Bringing in experts who align with the company’s values and mission is essential.
3) It Takes Time for the Market to Catch Up
Transitioning from a founder-led company takes time, both internally and in reshaping how the market views your brand. For Summit, it’s meant investing in R&D, staying active at industry conferences and showing how our products help farmers succeed through thoughtful storytelling.
Summit Seed Coatings is evolving. As we continue to grow, we look forward to sharing the lessons we learn along the way.
