Let us have a look at what the options are for bringing new features to the market in our business.
It is hard to grasp the immense speed by which apps on our mobile phones are updated with additional convenient features. Build out of an innovative thought or a customer-expressed need, these add-ons are rolled out to us almost daily. Sometimes I wish we could do the same with all our grass-based solutions both in response to the rapidly changing climate conditions and to the innovative ideas that frequently spin out of a dedicated breeder’s mind. Fully aware that product upgrade times for grass varieties are not counted on a daily-, rather a yearly basis, let us have a look at what the options are for bringing new features to the market in our business.
The official variety evaluation system we have in Europe dictates to a large extent what type of product upgrades (plant traits) the breeders need to focus all their efforts on to be successful. This is a great foundation that has secured value for money for the end-user through decades. But what do we do when suddenly drought stress becomes emergent for our customers, or when new diseases arise in response to climatic changes? Even in the most optimistic scenario, we are talking 8-10 years to accomplish breeding for an upgrade official evaluation startup of seed production.
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