Seed Leader: Q&A with AgReliant's Brian Barker
As a leading company in seed research and production, Brian Barker joined the AgReliant Genetics team as CEO and president mid-2023. He shares what’s next for the industry and the company as they bring their two seed brands (AgriGold and LG Seeds) to market in the U.S.
What’s ahead in the future of AgReliant?
The company itself has a unique position in the marketplace. There’s nothing quite like it with its parent companies, the brands, the genetics and the product portfolio. Years ago, I ran the corn business for Dow, and I knew from working alongside the folks at AgReliant they had something special. The heart of this company is in corn genetics and corn breeding. It’s one of the largest markets in the world, and it’s a great opportunity space we are well-positioned in going forward.
How do you describe your leadership style?
People and teams oriented. I’m very interested in developing our talent. That’s how the business is run, by people. I’m collaborative in my style. And I’m focused on making sure the company has the right position going forward. My role is to get the energy of the company moving forward focusing on the right things.
What differentiates AgReliant?
Corn is a prominent crop. It has a lot of nuances to it. I look at how we are positioned with our technology and the research engine behind what we do. I’m very excited and impressed with the relationship and the global breeding network we have with our parent companies— driving the genetic diversity needed to deliver great products to our customers. Our core strength is having a strong and unique product offering in our brands with expertise all the way to the farm gate.
What is the brand strategy of the company?
We can get sharper on how AgriGold and LG Seeds are positioned. Both brands are well-established in the market and brands that growers know and trust. We can take those and double down and focus on making sure we can get the right service and the right product to customers.
Describe that global network of your breeding program.
We have our own extensive corn breeding program, and, along with our parent companies, KWS & Limagrain, we have access to significant North American and global capabilities. We are part of a network of multiple breeding programs and testing locations. We use a global genetic pool to bring new and unique corn genetics to local customers and have a deep pipeline of inbreds to combine to make unique hybrids using the newest breeding technologies. Only a handful of companies have this in this marketplace. And we can supplement it with partnerships with the other major breeding companies.
What do you want farmers to know about AgReliant and its brands?
We have long-standing trusted relationship between our brands and farmers. They’ve come to expect our great products, the unique corn genetics with trusted traits and service customized to the different geographic areas. We are a company with global capabilities that operates and serves farmers locally. We intend to continue to drive to be more focused in how we serve customers well.
What’s the one game changer in seed?
A big industry innovation is the continued development of advanced breeding techniques and technologies, such as gene editing. The technology and traits are always going to be valuable, and at the end of the day, we believe advanced corn breeding is going to be a key area of investment.
How has farmer seed purchasing changed?
The products and technologies have changed a lot, especially in the last 20 years with trait stacks and more advanced genetics. Supply chains are getting more refined. At the core, growers are still deciding on the best product and the best service relationship that fits their situation. We’re also seeing the evolution of digital agriculture and how data is gathered and used with analytics for better decision making. There are ways to optimize that in how it will be used and positioned going forward. Our goal is to establish trust and build a track record with our customers. Servicing the product is still classic blocking and tackling.
About AgReliant:
Founded in 2000 by global seed companies KWS and Limagrain, AgReliant Genetics benefits from direct access to a global corn germplasm pool and has a top four corn research program. Through its brands - AgriGold and LG Seeds in the U.S. and PRIDE Seeds in Canada, they market corn, soybean, sorghum and alfalfa.
A bit more personal:
Brian says he’s always loved to cook, but after taking cooking classes it’s really become a passion. His favorite dishes to make are Italian or Thai.
