The fresh produce and horticulture industries are at a pivotal moment, shaped by evolving consumer preferences, sustainability imperatives, regulatory pressures, and technological advancements. For seed businesses, understanding these dynamics is critical to driving innovation and aligning breeding priorities with market realities.  This leadership-focused panel provides a high-level view of the state of the industry and the forces shaping its future. Speakers will share perspectives on global market trends, challenges and offer research‑driven insights into consumer behavior and the demand for differentiated products.  Attendees will gain a comprehensive understanding of how shifting consumer expectations, policy developments, and market trends create opportunities for varietal development and strategic partnerships across the supply chain.