Challenges facing the seed industry were the topic of discussion at Tuesday morning’s general session at the 130th ASTA annual meeting. The state of agribusiness panel was composed of Ross Harvey from Ad Farm, Blake Sieker managing partner at The Context Network and Kevin Ferguson farm management extension area specialist with the University of Tennessee. The panel was moderated by Lowell Catlett, Dean of the College of Agriculture and Home Economics at New Mexico State University.

Harvey opened the panel by discussing issues facing seed companies related to marketing. He mentioned three major areas that the seed industry must address related to marketing including the impact of producer consolidation, the human talent challenge and data driven decision making. Harvey also talked about marketing execution and management issues. “Use fewer tactics and don’t do some things and stay the course,” Harvey said. “Annual planning cycles don’t mean we have to reinvent our marketing initiatives every year.” According to Harvey, great marketing groups are disciplined, consistent, and are great at execution.
Listen to Harvey’s remarks here: Ross Harvey

The focus of Sieker’s comments was the status and future dynamics of corn and soybeans. He discussed the evolution of the business, industry trends and drivers and key characteristics that will keep the agriculture sector strong. According to Sieker those keys were “managing volatility, keeping pace with velocity and creating and providing value.”
Listen to Sieker’s comments here: Blake Sieker

Ferguson rounded out the panel by talking to attendees about the challenges that the American farmer faces in the changing industry. He discussed the change over that is occurring especially related to the transition of resources and management from one generation to the next. Additionally, Ferguson spoke on the challenge farms have to plan during profitable times. “Planning during the good times is often much more successful than planning during the bad times,” Ferguson said.
Listen to Ferguson’s presentation here: Kevin Ferguson
I also caught up with Ferguson after the panel and you can listen to my interview with him here: Ferguson Interview

ASTA Annual Meeting Photo Album

Andy LaVigne, ASTA President and CEO, opened the ASTA 130th annual meeting by welcoming everyone to Nashville and taking a look at what attendees would hear about and discuss over the next two days. His opening remarks surrounded the evolution of the seed industry. LaVigne said the seed industry has a great opportunity to bring its message to the world, and it comes with the responsibility to feed the world.

LaVigne said participants could look forward to hearing more about advocating their industry and their strategic plan to do so. “You will see our focus in the future in our strategic plan is intellectual property,” LaVigne said. “It’s a responsibility to tell a story.”

He concluded his comments by saying, “Your association’s in great shape, and it’s because of you.”

Listen to LaVigne’s full remarks here: Welcoming by LaVigne

ASTA Annual Meeting Photo Album

Kelly Keithly was awarded the Honorary Lifetime Member award at the ASTA 130th annual meeting. Keithly is the president of Keithly-Williams Seeds (KWS). He has been involved in the seed business since he graduated from college. Keithly began the company in 1981 with his partner, Walt Williams, and two employees, and it has since expanded to 150 employees and in 18 western states and more than three-quarters of Mexico. KWS is now the largest seed dealer in North America with over $110 million in sales.

As a member of ASTA, Keithly has served as the 2008-2009 ASTA Chairman, a Director-at-Large and the Western Regional Vice President. He got involved with ASTA and had the opportunity to meet many of his suppliers and people in the industry. He said he also had the opportunity to learn about seed beyond vegetables. “The future for the organization is great because the staff and the people involved will continue to figure out how to meet those needs and changes and be a part of them,” Keithly said.

Listen to Cindy’s full interveiw with Kelly Keithly here: Kelly Keithly Honorary Lifetime Member

ASTA Annual Meeting Photo Album

What better place is there than Nashville to celebrate 130 years of the seed industry’s strong roots while charting a path for the progress and innovation of our present and future?

I am heading to the 130th American Seed Trade Association (ASTA) annual meeting at the Gaylord Opryland and joining me will be AgWired summer intern Maggie Seiler. Among the events we will be covering for you at ASTA will be an address by nationally known agriculture economist Lowell Catlett, who will kick off the convention on Monday morning, followed on Tuesday by a State of Agribusiness panel discussion. There will be lots of focus on trends, challenges and opportunities, here and abroad, facing seed companies, large and small, over the coming year.

Breakout sessions will feature up-to-date reports on intellectual property rights, phytosanitary issues, food safety and seed stewardship and more. In addition, ASTA will also hold its annual elections and welcome in new leadership for the coming year.

Stay tuned to AgWired for full coverage and all audio and photos will also be posted on AgNewsWire.