In this conversation, Todd Martin, Cat Frans, and Shawn Brook discuss the current state and future of the seed industry, focusing on regional insights, market trends, and the importance of customer experience. They explore the dichotomy between independent seed companies that are thriving and those struggling, emphasizing the need for a strong customer value journey and the significance of origin stories in marketing. The discussion also touches on the impact of off-patent genetics and the evolving landscape of the seed market, highlighting the necessity for companies to adapt and innovate to remain competitive.