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26UNDERSTANDINGWHATSEEDcustomersneedintheshort-termisnotenough.Knowingtodaywhattheywillneedthreeorx19ouryearsdowntheroadiskeytoasuccessx19ulandsustainableseedgrowingoperation.Inordertodothisex19x19ectivelyseedgrowersmustacknowledgethattheyhavetwogroupsox19customersx14directandindirect.Allseedgrowersunderstandtheimportanceox19meetingtheneedsox19theirdirectx19armercustomers.Whethercustomersx19needsinvolvetheagronomiccharacteristicsox19aparticularvarietyyieldadvantagediseaseandinsectresistanceseedpricepaymenttermsorconveniencegrowersareadeptatdeliveringtheircustomerstheseedthatwillmeettheircurrentneeds.Seedgrowerswhohavetheabilitytolookdownthevaluechainattheneedsox19theirindirectcustomerscangainanadvantage.Theseindirectcustomersend-usersarethosebuyingandprocessingthecropsproducedbytheirdirectcustomers.Predictingchangesindemandandbeingawareox19thex19actorsax19x19ectingtheseindirectcustomerscanensurethatseedgrowersarewellpositionedx19ornewandexpandingopportunities.UnderstandingGlobalTrendsandOpportunitiesThex19utureneedsox19indirectcustomersmaybeimpactedbyanumberox19elements.Onekeytobeingasuccessx19ulseedgroweriscultivatingtheabilitytointerprethowchangesaroundtheworldwillimpactcustomersx19demands.Globaltrendssuchaspopulationgrowthresourceshortagesandclimatechangewillax19x19ectmarketsworldwidewhichinturnmayinx1uenceexportsandconsumerdemands.Othertrendstowatchx19orandmonitorinthecomingyearsincludeValue-addedspecialtyproductsfordomesticmarketsthatmayrequireanidentity-preservedsystemGlobalizationsuchasnewdemandfromemergingmarketssuchasChinaandIndiaThebio-economysuchasnewmarketsforbiofuelsbio-materialsandbio-chemicalsCSGAIDENTIFYINGCUSTOMERSANDANTICIPATINGFUTURENEEDSHealthandwellnessproductssuchasdemandforhealthygrainsandgluten-x19reeproductsRequestsfromfoodretailersforsustainablyproducedproductsKeepingAheadox17theCurveItx19sessentialtoknowhowtoprepareinordertobeabletoprovidedirectcustomerswiththeproductstheyrequireVisitSEEDGROWERS.CACERTIFIEDADVANTAGEforfurtherelementsofthecampaignincludingcasestudiesarticlesabrochureandavideo.SEEDGROWERRDCertix0edseedproducerCOMMERCIALFARMERCommercialfarmerGRAINHANDLERGrainelevatorPRIMARYandSECONDARYPROCESSORMillerCrusherandingredientsupplierENDx0USERFoodprocessorsPUBLICCertifedSeedValueChainDirectCustomersIndirectCustomerstosuccessx19ullyparticipateinthex19oodvaluechain.Seedgrowersneedtobetwoorthreestepsaheadlookingx19ornewvarietiesandseedproductsandmaintainingareadysupplyox19seedproducedinanticipationox19anychangesortrendsthatmayoccur.CreatingMoreDemandx17orCertifedSeedTheCanadianSeedGrowersx19Associationisactivelypromotingthevalueox19theCertifedseedsystemtoend-users.Thecommunicationscampaigntargetsx19oodprocessorswithmessagesabouttheadvantagesox19usingingredientsmadex19romCertifedseed.Byraisingawarenessox19thebeneftsox19Canadax19sCertifedseedsystemmoreandmoreend-userswillinsistonusinggrainsandoilseedsgrownx19romCertifedseed.Seedgrowersshouldanticipatethisx19utureneedandbereadytofllthedemand.