The seed industry is at the heart of innovation in fresh produce, influencing everything from flavor and shelf life to sustainability and regional adaptability. As consumer expectations shift and retailers demand differentiated products, seed companies have a unique opportunity to shape what’s next. This session brings together leaders from growing, retail, and distribution to discuss how collaboration across the supply chain drives success—from genetics to the grocery aisle. Moderator Randy Riley will guide a conversation with Leonard Batti, Meghan Diaz, and Carlos Oramas on how varietal development, local sourcing, and strategic partnerships are creating new market opportunities. For seed professionals, this is a must-attend session to understand emerging trends, align breeding priorities with retail demands, and position your business as a key player in tomorrow’s produce and horticulture landscape.