Engagement is Priority Number 1 as Calgary’s Brent Collins Takes the Seeds Canada President’s Chair

There are two main areas of focus that Seeds Canada is gearing up for, says its new president Brent Collins. Firstly, the organization is preparing to review its strategic plan this fall, something it last undertook three years ago when Seeds Canada was established.

“Like most organizations, revisiting the strategic plan is essential to ensure that our compass is still pointed in the right direction,” Collins says. “This review is an exciting opportunity to reassess our goals and strategies.”

Secondly, his focus as president will be on ensuring value for membership.

“From the beginning, we’ve committed to making sure our members feel that their membership is worthwhile. We’ll be taking another look at this to confirm that we’re providing the leadership, direction, and benefits that our members expect and need.”

So, what does it take for a member of an organization like Seeds Canada to feel that they truly get value from their membership? Engagement and feeling heard are crucial, Collins said. There are many important topics on the horizon for the seed industry, and it’s vital that members feel they are contributing, being consulted, and actively involved in shaping the future of Seeds Canada.

Reflecting on the past three years, Seeds Canada has had several notable successes. Here are four areas where Collins says Seeds Canada has truly moved the needle:

1. Seed Regulatory Modernization (SRM) and the International Seed Standardization Board (ISSB): Seeds Canada has had extensive discussions and significant member engagement in advocating for the seed sector, he says. “Although this work is ongoing, we remain committed to making meaningful contributions that benefit our industry. The recent conversations at our annual meeting in Edmonton were particularly promising, with valuable insights from industry leaders like Trish Jordan.”
2. Intellectual Property: The Variety Use Agreement has been a key focus, facilitating breeders’ protection and long-term innovation opportunities for Canadian farmers. Intellectual property will continue to be vital for our industry, he says.
3. Government Relations: Seeds Canada implemented a government relations strategy this year, hosting its first lobby days on Parliament Hill last fall and planning to do so again in 2024. This area presents many opportunities for Seeds Canada to influence policy and advocate for members.
4. Communications: A strong communication strategy has guided Seeds Canada’s messaging and supported its members. “We’ve been active online, on social media, and through initiatives like our Seed School. Our annual and semi-annual meetings also play a crucial role in our communication efforts,” Collins says.

However, there’s always room for improvement. One area where Seeds Canada can do better is in gaining alignment and ensuring it gathers comprehensive input from members, he adds.

“Achieving consensus in the business world can be challenging, but it’s essential for us to present solutions that truly benefit the seed industry. We will continue to focus on this to enhance our decision-making and strategy implementation.”