canterra seeds - The Canadian Business Journal

OCTOBER 2012 • The Canadian Business Journal
CANTERRA SEEDS
www.canterra.com
CB
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CANTERR
Advancing Agricultur
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RA
SEEDS
re in Western Canada
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AGRICULTURE
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AGRICULTURE • CANTERRA SEEDS
Malting Barley
OCTOBER 2012 • The Canadian Business Journal
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and development pipeline, along with a true com-
CANTERRA SEEDS remains committed
to leading the way in bringing new varietal
genetics to the western Canadian marketplace,
year after year.
mitment to plant breeding partnerships, is more
essential than ever, according to Hansen.
“There has never been a greater need for
seed companies to offer more options, such as
short- and long-season varieties, or drought-
NOW MORE THAN ever, the business of agriculture,
and disease-resistant seed selections, or prod-
specifically biotechnology and plant breeding, is
ucts that are linked specifically to an end-use
critical to feeding the world. At the forefront of this
customer,” explains Hansen. “CANTERRA SEEDS
industry in Western Canada, CANTERRA SEEDS
is proud to be working toward bringing these
is a leading provider of the latest seed genetics.
new options to the marketplace.”
What began with nine seed growers from Alberta,
Cereal research and investment is essential
Saskatchewan and Manitoba, has evolved into a
to the Canadian seed industry. Seeing this as
dynamic company with more than 200 sharehold-
a critical need, both for the company and the
ers and growing market share across the Prairies.
future competitiveness of the industry on the
According to David Hansen, President and CEO,
global stage, CANTERRA SEEDS emphasizes new
the company is making great strides toward
channels to provide western Canadian growers
maintaining and growing the company’s pres-
access to new genetics.
ence in the Canadian seed industry, with an
“We recently partnered with Limagrain, one
innovative business model that has created some
of the world’s leading genetics providers, to bring
very successful partnerships.
advanced wheat genetics to Western Canada. We
are very excited and pleased to team with this
Growing with the Times
globally-respected company, and to continue to
The key to any business’ success is understand-
bring new cereal varieties to the marketplace in
ing what the customer wants and then providing
the coming years.”
it. With today’s producers looking for crop varieties to suit their individual farm’s needs, as well
Key Partnerships
as products that have end-use market demand,
CANTERRA SEEDS places a high value on the
continued investment in the company’s research
strength of its Canadian research partnerships,
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AGRICULTURE • CANTERRA SEEDS
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Through relentless innovation,
we help Canadian farmers feed a hungry planet.
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Always read and follow label directions.
Bayer CropScience is a member of CropLife Canada.
BayerCropScience.ca
C-51-10/12-BCS12299-E
which include Agriculture and Agri-Food Canada,
end-users, and growing conditions in Canada,”
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also sees the value
in partnerships with
its neigh- breeding partners from a broad geography.”
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bours to the south. With agreements in place
And, according to Hansen, the company’s global
with universities in both South Dakota and North
connections help it find the right seed varieties
Dakota, the company is well positioned to access
for western Canadian producers.
genetics bred locally and abroad.
CANTERRA SEEDS’ offering includes
Production Contact Numbers:
403 261 7161
403 261 7152
“A seed variety will perform very differently
across a range of climate conditions, so it’s
canola, cereals, pulse crops, flax and specialty
imperative to test new varieties within the geo-
crops. “We have long-built relationships with
graphic regions the company plans to market
plant breeding companies where we test vari-
them,” explains Hansen. “Growing conditions
ous genetic lines in Canada, to make sure they
may determine the success or failure of a par-
will meet the specific requirements of farmers,
ticular variety. CANTERRA SEEDS tests literally
OCTOBER 2012 • The Canadian Business Journal
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Wheat
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AGRICULTURE • CANTERRA SEEDS
Kamsack - Aug. 2
thousands of lines each year to find the right fit
chosen specifically for Western Canadian grow-
for the needs of our customers.”
ing conditions, as part of its commitment to
Finding the right seed fit includes a number
of very important criteria including agronomics, disease tolerance, seed characteristics and
provide quality seed products that help farmers
maximize their returns.
The CANTERRA SEEDS’ sales process is de-
quality. Varietal testing each year, Hansen ex-
pendent upon crop type. For cereals and pulses,
plains, is the key to CANTERRA SEEDS’ success
the seed is marketed by CANTERRA SEEDS
in its ability to provide innovative seed solutions
shareholders directly to farmers. In essence it’s
to the Canadian market.
a royalty-based system, where the profits are
shared by each level of ownership, all the way
Multichannel Marketing
CANTERRA SEEDS is proud to offer a versatile
seed portfolio of all crop types, which have been
back to the seed growers.
For hybrids such as canola the sales process
shifts. “We manage the entire process start to
OCTOBER 2012 • The Canadian Business Journal
finish,” explains Hansen. “CANTERRA SEEDS controls the branding, marketing, distribution, sales,
etc., through independent agricultural retailers,
the United Farmers of Alberta and major crop
supply distribution companies. We work to create
demand by understanding our customers and
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Get the
advantage
creating tailored promotional campaigns, and
having a presence throughout the market with
our dedicated sales team.”
Meeting Future Needs
At the end of the day, CANTERRA SEEDS’ mission
is to provide western Canadian producers with a
competitive advantage. By offering multiple seed
www.genuitycanola.ca
Monsanto Company is a member of Excellence Through Stewardship® (ETS). Monsanto products are commercialized in accordance with ETS
Product Launch Stewardship Guidance, and in compliance with Monsanto’s Policy for Commercialization of Biotechnology-Derived Plant Products
in Commodity Crops. This product has been approved for import into key export markets with functioning regulatory systems. Any crop or material
produced from this product can only be exported to, or used, processed or sold in countries where all necessary regulatory approvals have been
granted. It is a violation of national and international law to move material containing biotech traits across boundaries into nations where import is
not permitted. Growers should talk to their grain handler or product purchaser to confirm their buying position for this product. Excellence Through
Stewardship® is a registered trademark of Biotechnology Industry Organization. ALWAYS READ AND FOLLOW PESTICIDE LABEL DIRECTIONS. Roundup
Ready® crops contain genes that confer tolerance to glyphosate, the active ingredient in Roundup® brand agricultural herbicides. Roundup® brand
agricultural herbicides will kill crops that are not tolerant to glyphosate. Genuity Design®, Genuity Icons, Genuity®, Roundup Ready®
and Roundup® are trademarks of Monsanto Technology LLC. ©2012 Monsanto Company.
options for each variety, along with high-yielding
harvest results, Hansen stresses that CANTERRA
SEEDS’ solid plant breeding relationships, and
business. Large agricultural companies tend to
work in varietal testing are some of the main rea-
have the capital, the tools and the technologies
sons for the company’s continued success.
to compete vs. a smaller company. It’s through
Hansen notes that global environmental chang-
our partners and relationships that we continue
es are also creating the need for intensified plant
to grow and evolve,” says Hansen. “It’s these
breeding. “We’re all cognizant of environmental
ongoing relationships that will provide us with the
changes and water scarcity,” says Hansen, “and
competitive advantage that we need to sustain
if there is opportunity to breed a plant that can
us in this diverse environment.” CB
produce the same yield with less water or fertilizer
so there is less waste that’s a huge opportunity.”
Seed partnerships are a crucial platform
for CANTERRA SEEDS and its continued varietal
success. “Plant breeding is an expensive
WWW.CANTERRA.COM
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AGRICULTURE • CANTERRA SEEDS
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