Review ISF World Seed Congress 2017

Welcome to Budapest!

From Punta del Este, Uruguay, to Budapest: It was not for nothing that Hungary was chosen as this year’s host of the ISF World Seed Congress: Ranking among the top six cereal producing states in the European Union and with a great tradition in seed production, Hungary was the perfect spot for this event – and Bayer SeedGrowth™.
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Charles Grange, Marc Andrieux and Peter Herold at the Bayer booth

From May 22 to May 24 a record number of more than 1,600 participants from the seed industry came from 64 different countries to discuss global issues the industry is facing, such as internationally harmonized seed systems and strengthening partnerships with smallholder farmers. “Anyone involved in seeds should join this event,” says Alicia Lopez, Global Key Account Management Seed Companies at Bayer. “It is all about connecting with your customers, sharing experiences and exchanging new ideas to make the best quality seed technologies accessible to everybody.”
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Experiencing the four areas of competence

Seed-applied technologies and Bayer SeedGrowth also played a key role on site. “We need to keep spreading the word about the benefits of protected seeds,” says Martin Gruss, Global Head Bayer SeedGrowth. “That’s exactly why it was again so important for us to take part in an event like the ISF World Seed Congress, which brings together decision-makers of the global seed industry.”
Equipped with five walk-in boxes – representing the fourfold competence of Bayer SeedGrowth – and one additional box showcasing Seeds, the Bayer booth was a major highlight in Budapest. “Thus, visitors to our booth could experience first-hand the benefits of our four areas of competence, including deep-dive background information about products, coatings, equipment, and service,” adds Martin Gruss.

All-new Bayer SeedGrowth seed coating portfolio

A big topic was no doubt the relaunch of the Bayer SeedGrowth seed coating portfolio. “We’ve taken 40 seed coating solutions and placed them in three product lines: Peridiam Quality, Extra, and Active,” explains Marc Andrieux, Global Head Bayer SeedGrowth Technology and Services. This all-new portfolio offers a product for almost every crop and condition, helping recognize at first glance which seed coating is best suited for each individual business or treatment condition. “Bayer SeedGrowth supports the performance of seeds by developing coating solutions that go beyond purely technical benefits such as dust reduction, flowability improvement, and enhancement of the visual appearance of treated seeds,” says Marc Andrieux, adding, “Restructuring our seed coatings portfolio is a major step in constantly meeting our clients’ needs by simplifying for them the communication of our services.”
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Peter Herold demonstrating the new tool BaySTEP

New tool optimizes seed treatment process

Another innovation that attracted wide interest in Budapest this year was BaySTEP™. True to its name – “STEP” stands for “Seed Treatment End Point” – this tool, developed by Bayer, is an add-on device for batch treaters that ensures the treatment process yields optimal results. “In so doing, BaySTEP not only optimizes and improves seed treatment processes but also reduces mixing time by up to 35% and overall process time by up to 10%,” explains Heinz-Friedrich Schnier, Head of Global SeedGrowth Center, who made significant contributions to the development of BaySTEP. But how does it work? Special sensors show the perfect length of a treatment cycle by signaling to the treating machine that the seeds are ready to be discharged. BaySTEP is currently undergoing extensive testing. “Selected customers get a prototype and are asked to report their experiences to us,” says Heinz-Friedrich Schnier.
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The life-sized testimonial cardboards in front of the exhibition center in Budapest

It’s all about partnerships

Last but not least, the brand-new Bayer SeedGrowth campaign was in the spotlight – especially with its eye-catching life-sized testimonial cardboards which highlighted the Bayer SeedGrowth case study brochures. “This year our campaign is all about partnerships,” explains Matthias Pelm-Lindecke, Global Brand Communications Manager at Bayer. “Our customers take center stage and play the main role in our communication. By telling their very personal story and emphasizing their major challenges in the daily seed treatment business, we are now able to explain the benefits of our fourfold competence even better,” he says.

Goodbye Budapest, hello Brisbane

“Having had so many great talks and meetings at this year’s ISF World Seed Congress, we are now looking forward to the European Seed Association Annual Meeting 2017 in Riga, Latvia, in October,” says Alicia Lopez. And she is looking even further ahead: “We are proud that we can offer our clients effective solutions for various challenging treating demands around the globe. And we’ll be even happier to present our products, coatings, equipment, and service offerings again at the ISF World Seed Congress in Brisbane, Australia, next year – so stay tuned.”