As the crop protection sector adopts new technologies, work must be done to build consumer trust in the farm and food business. At a Commodity Classic roundtable discussion, BASF Vice President of U.S. Crop Protection Scott Kay said transparency is needed. “Farmers have a great story to tell and what we’ve seen during COVID is the emotional attachment to food and that’s why farmers are essential.” Syngenta President of North America Seeds Justin Wolfe said agriculture needs to focus on the Millennial generation. “They’re the biggest segment and they are replacing the baby boomers; we need to figure out how to communicate with that segment that resonates and is believable.” Representatives from Bayer and Corteva Agriscience also participated in the roundtable discussion.
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