This session will delve into the evolving trends within the fresh market and ornamental sectors, examining the challenges and opportunities that growers and producers face in an increasingly complex landscape. We will explore how the seed industry can play a pivotal role in supporting the ornamental sector and fresh market growers through innovative breeding techniques, tailored solutions, and collaboration. Topics will include market-driven demands, sustainability, and the intersection of aesthetic and commercial value. Participants will gain insights into how the seed industry can align its innovations with the needs of growers and ornamental producers to foster a more resilient and responsive market.

Speakers:

• Andy LaVigne, ASTA
• Mike Joyner, FFVA
• Dave, Western Growers (Invited)