Over the last 15 years, East-West Seed has laid strong roots in Latin America, becoming a trusted leader in key crops such as tomato, pumpkin, and papaya. This is only the beginning. With a purposeful pipeline of innovative products, we are nurturing the region’s agricultural potential and securing growth for years to come.
Building a business in new markets requires pioneering and a deep understanding of local needs. Last week, Herke van der Woude, one of East-West Seed’s trailblazers in Latin America, shared valuable insights during Seed Business 101 at the Seed Biotechnology Center, UC Davis, California. According to Herke, successful innovation thrives on imagination, creation, selection and learning, and selling. Above all, it depends on continuous learning and trustworthy teamwork.
Key takeaways from Herke’s Presentation
- Solving farmer challenges
- At its heart, innovation seeks to relieve farmers’ greatest challenges. For example, introducing disease-resistant crop varieties can significantly boost yields and reduce losses.
- A forward-looking approach ensures solutions address not only current but also future farming realities.
- Turning vision into action
- Transforming ideas into practical strategies—using tools like a Market Trade Summary (MTS) or the 4P model (Product, Place, Promotion, Price)—ensures clarity and alignment within teams.
- Collaboration in breeding
- Breeding is not a solitary task. Open dialogue with breeders, guided by clear market needs, helps align efforts with shared goals.
- Learning through trials
- High-quality trials in relevant markets are essential to uncover a product’s strengths and weaknesses. Engaging customers and distributors early builds trust and simplifies product introductions.
- Transparent communication
- Farmers deserve honest and complete information about a product’s strengths and limitations. Trust is earned by equipping them with the knowledge they need to make informed decisions.
- The real innovation process
- While innovation is often described in phases, the reality is dynamic and requires flexibility, persistence, and teamwork to navigate challenges.
Examples of innovation in action
- Tomatoes in Guatemala: Addressing the critical issue of begomovirus resistance made a significant impact. Subsequent varieties offered additional yield and resistance to soil diseases, further empowering farmers.
- Papaya in Mexico: Resistant to PRSV virus and anthracnose, these varieties delivered substantial yield increases. Despite some stress-related challenges, technical training and deep product knowledge ensured success.
- Melon Royal Ariane: This variety combines exceptional taste, attractive appearance, and good shelf life, addressing key market needs. However, challenges with transport-related blemishes limited its potential in export markets.
Looking Ahead
At East-West Seed, we remain committed to purposeful innovation that addresses real farmer challenges. Through nurturing partnerships, fostering teamwork, and continuous learning, we aim to deliver trustworthy solutions that improve lives and strengthen food security.
