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Seed industry aims to take people beyond the seedMuch like other areas of technology and innovation, the American seed industry has seen a dramatic evolution in the use of science and technology to provide farmers with new and improved seed varieties. This scientific transformation has presented today's seed industry with the challenge of how to inform growers, legislators, regulators, the public, media and others that today's seed is not the seed of our fathers or grandfathers. In order to meet that challenge, the American Seed Trade Association first unveiled in December 2008 a program that goes "Beyond the Seed." ASTA recently launched the Beyond the Seed website to reach the industry's many stakeholders about the value of seed innovation for today and the great potential for our future. The Beyond the Seed Program will unite the seed industry and its partners to communicate a shared message on the benefits of promoting and protecting innovation to customers and policy makers. "The value that innovation brings to our customers and the importance of intellectual property protection plays in bringing new products to the market are key ASTA strategic goals. ASTA is excited to launch the Beyond the Seed program to raise awareness and understanding of the value that goes beyond the seed," said ASTA President and CEO Andy LaVigne. "The future success of U.S. agriculture depends upon quality seed delivered by an industry commitment to bringing innovation and performance through continued investment." A website is critical in today's information highway. This Beyond the Seed informational vehicle (www.beyondtheseed.org) will allow the greatest exposure to the broadest of audiences, as well as serve as a resource for program ambassadors, ASTA members, staff and partner organizations. The website has a public section which delves deeper into the three areas that are the foundation for the Beyond the Seed program--Commitment, Innovation and Performance--and offers a variety of informational resources that will be updated and added to on a regular basis. The program was designed to provide an array of tools, easily accessed through registration on the website. A logo (shown above) serves as the cornerstone of the Beyond the Seed program--highlighting the seed industry's commitment to innovation and bringing performance to the farm. The logo can be used on seed or related products that provide information on technology or scientific research and development related to agricultural seeds and the seed industry. Registration and guidelines for use of the logo can be found on the site. Another key component of the program is the role of the Beyond the Seed Ambassador. Through the website, advocates of seed innovation and technology can apply through a simple on-line process to be a Beyond the Seed Ambassador. The ambassadors will personally carry the message of the Beyond the Seed program to audiences throughout the agricultural value-chain, from seed customers to consumers, as well as policy makers. Through a password protected resource on the website, ambassadors can access additional tools to enhance their outreach. The tools include a 10-page brochure simply explaining the Beyond the Seed Program and an accompanying wallet card which is a great little give away that emphasizes nuggets of seed facts for people to consider. It is a nice piece to hand out at trade shows or for a representative to tuck in their wallet for that quick conversation on the elevator.
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