A seed company’s promotion of its products and the activities of governments, organizations and agencies in developing countries to focus farmers’ and grow- ers’ attention on improved seeds are important aspects of marketing and adop- tion of new cultivars.
In addition to their commercial role, these activities play an important part in agricultural and horticultural development. Other influences or sources of information on the use of improved seeds or new cultivars are the advisory and extension services, recommended lists (including lists of cultivars found to be
suitable for organic crop production), and the press, radio and television ser- vices. These sources of advice and information are often catalysts for the adop- tion of new crop production systems coupled with improved seeds or particular cultivars.
Demonstrations, open days and shows
There is probably no better way of illustrating the merits of specific seed stocks to farmers and growers than growing them in demonstration plots under the same ecological conditions as prevail in the vegetable production industry.
Seedsmen therefore organize demonstrations of crops grown from their mate- rial. At appropriate times of year ‘farm walks’, ‘open days’ or ‘cultivar dem- onstrations’ are organized. These may be held in conjunction with other interested organizations such as extension services, processing organizations or growers’
cooperatives. In developing countries cultivar demonstrations may be organ- ized at village level by agencies and organizations (including non-governmental organizations) involved with population health and nutrition, relief programmes and education. In some countries or areas it is important to take gender issues into account, especially where vegetable crop production is traditionally the responsibility of women.
Catalogues
The majority of seed companies produce an annual catalogue and price list, normally in sufficient time for growers to place their seed orders. Cultivars are listed for each crop species, and it is customary for a popular description of the cultivar to be included with particular reference to specific season of use, mor- phological type and resistance to specific pathogens. Additional information may include special recommendations, e.g. success of the cultivar in trials. The catalogue number of each item is usually used when placing orders and con- forms to reference numbers used in the dispatching warehouse. Seedsmen’s catalogues usually contain other relevant information including conversion tables, numbers of seed per unit weight, recommended sowing rates, pro- grammes for successive production, and may also offer optional services for some species such as seed grading, priming or pre-sowing treatments for the control of specific pathogens or pests. Catalogues or lists of organic seed of cultivars suitable for production in organic systems are produced by those com- panies that have entered this market. Other items included are statements relating to current seed laws and trading conditions.
Participatory plant breeding
There is an increasing recognition for the encouragement and establishment of linkages between agricultural research and farmers in developing countries (Eponou, 1996). The improved liaison between the end user and the researcher
(including plant breeders) offers an excellent opportunity for farmers and their dependents to express their views and influence the outcome of breeding pro- grammes and resulting cultivars.
The term ‘participatory plant breeding’ (PPB) is used for plant breeding programmes in which the developing lines or plant material, while still under the jurisdiction of the breeder, are evaluated on a site, or sites, on which the breeding lines are cultivated under local growing conditions. It has the objective of encouraging local growers and communities to participate in the selection process and for them to have an influence on the development of cultivars for their specific agronomic conditions and product requirements. For example plant breeders and farmers have jointly contributed to the evaluation of bean cultivars in Rwanda (Anonymous, 1995).
Thus, the application of PPB has the possibilities of embracing any, or all, of the following: growers, consumers, marketers, processors, policy makers and nutrition and health experts. Where required, specialists in food security or gender issues can also be involved in the selection process.
The essential advantages of PPB are that developing breeding lines are evaluated under the future user’s conditions and that all requirements are taken into account during the selection and cultivar development process.
This system of evaluation and cultivar development is used, where appro- priate, by many plant breeders in both public and private organizations. For example, the Center for Agricultural Research in Dry Areas (ICARDA) ensures that the local growers’ cultural conditions and requirements are taken into con- sideration. PPB may also be applied by private seed companies in breeding programmes to develop cultivars for organic production.
Public relations
The public relations activities of seed companies often include a technical advis- ory service, and technical representatives who, in addition to their sales activ- ities (see later), are also involved in offering advice and dealing with customer queries or complaints. The technical staff generally has a very good local or regional knowledge of the seed industry and crop production technology.
Reputable sections of the seed industry are often too hastily blamed for poor seedling emergence or crop stand and the diplomatic attitude of a seed com- pany’s technical staff can sometimes be supported by results of independent laboratory or growing-on tests. Conversely, a problem occurring with the same original seed lot distributed to different growers may be resolved by reference to seed test or field plot records. There has been a general increase in the amount of printed technical information available from seed companies espe- cially that produced for commercial vegetable growers.
The participation of seed companies at shows and exhibitions is also a way of displaying cultivars and their merits marketed by a particular seed company or organization. Some seed companies sponsor prize money at local shows for winners who have used their seeds. There has been a general decline in seed companies exhibiting at agricultural and horticultural shows in some countries
due to the high cost of producing and mounting exhibits and the need to justify the cost-effectiveness. However, the advent of permanent show grounds has assisted some institutions and organizations that serve the vegetable-producing industry to organize and produce demonstrations that include the growing crop. The concept of ‘grower education’ in a modern vegetable production industry involves a multi-organizational approach including educational, research, extension and commercial activities; the closer the liaison between these different types of organization the better the prospects for the grower and the industry as a whole.