Course Overview: 

The global vegetable seed business is dynamic, very segmented, and exceptionally complex. A well-defined organizational strategy is the key to a breeding company's innovation power. A clear vision and direction for an entire organization are needed for the effective implementation of company goals, along with a smart allocation of perpetually limited resources. This 4.5-day course is a natural extension of Seed Business 101 Horticulture and is crafted with deep inside knowledge of private companies operating within the vegetable seed industry. It is designed to help organizational decision-makers understand their current and future market position, providing at the same time a toolbox for market analysis and strategic decision-making to pursue the most attractive opportunities that create value for customers, employees, and shareholders. Special emphasis would be placed on acquisitions where the cultures of companies require attention to avoid missing out on the synergies so evident during M&A analysis.

Who should attend this course? 
All former Seed Business 101 Horticulture students. As effective strategy can't be developed in an "ivory tower," this course is for Seed Co employees at any level involved in day-to-day strategy implementation across breeding, research, sales, marketing, production, operations, finance, and administration.

Instructors: 

Vicente Navarro

Vicente, from Segorbe, Spain embarked on his illustrious career in the Seed Industry following his studies at the University Polytechnic in Valencia, Spain. With a track record spanning over 35 years, he has held prestigious global management roles in Marketing, Sales, Strategy, and Operations. Vicente's highlights include his tenure as Managing Director of Nunhems in Spain, his influential role as Global Head of Marketing, and his leadership as CEO for BASF Vegetable Seeds. Vicente is a fervent champion of innovation and visionary organizational strategies. He has played a pivotal role in shaping the seed industry landscape, too. Vicente has held positions such as Chairman of the Spanish Seed Association and board member of both ISF and Euroseeds. Vicente is happily married to Victoria, and has three children: Alberto, Paula, and Artur.

Lisa Branco

Lisa's career reflects a deep commitment to the agricultural industry, stemming from her upbringing in the Salinas Valley. Despite her family's non-farming background, Lisa's early fascination with agriculture led her to pursue a Bachelor of Science in Agribusiness with a specialization in marketing and international management from Cal Poly, San Luis Obispo in 2003. Building on this foundation, she furthered her education by completing a Master of Business Administration degree from the University of Phoenix in October 2023. With over 25 years of experience in the seed industry, Lisa currently serves as the General Manager for Radicle Seed Company and Headstart Nursery, demonstrating her leadership and expertise in the field. Her extensive background has not only shaped her into a prominent voice within the agricultural sector but has also fueled her passion for mentoring and guiding future generations towards successful careers in agriculture. Lisa Branco's influence extends beyond her professional roles. She actively contributes to various agricultural organizations and initiatives, holding positions on the boards of Monterey County Ag Education and the California Seed Association. Lisa also serves as a SALT Ambassador and is an engaged member of the American Seed Trade Association (ASTA). Additionally, she contributes her expertise to the STEM Task Force at Hartnell College, aiming to strengthen the connection between academic programs and industry needs. Through her multifaceted involvement and leadership, Lisa Branco continues to drive the advancement and advocacy of the agricultural industry, making significant contributions that resonate across educational, organizational, and professional domains.

Jeff Boettge

Jeff is an expert consultant in vegetable seeds and crop production with over 40 years of global experience in the vegetable seed and produce industry. His career is defined by a deep commitment to the vegetable produce industry and sustainable agriculture, driving innovation and growth through strategic planning, futuristic market insights, and product management excellence. At BASF Nunhems, Jeff led the largest crop-group business unit, achieving sustainable, profitable growth for over a decade. Notable achievements include developing the go-to-market strategy for SUNIONS, the world's first tearless onion, and implementing the global organic seed strategy. With key leadership roles at BASF, Bayer CropScience, and Limagrain, his core skills encompass people leadership, strategic and product marketing, and international sales management. He has extensive hands-on experience with all major vegetable crops and broad boots-on-the-ground experience in the key global produce markets.
 

Jovan Djordjevic 

Dr. Jovan Djordjevic is a plant breeder and entrepreneur with over 30 years of experience in the global seed industry. His career began in 1996 with Monsanto France as a corn breeder, where he built a strong foundation in hybrid breeding. In 2005, he moved to Canada to lead canola hybrid breeding, playing a key role in transitioning the crop from open-pollinated to hybrid varieties. In 2010, Jovan relocated to California—agriculture’s Silicon Valley—where he served as Global Cucurbits Breeding Director for Nunhems.
Over the course of his prolific career, he has contributed to the release of more than 200 hybrid varieties across crops such as corn, canola, tomato, pepper, sweet corn, watermelon, melon, cucumber, onion, carrot, and leek.
Jovan currently serves as Director of the UC Davis Plant Breeding Academy, where he mentors the next generation of breeders and seed professionals. He also chairs the Plant Breeding Committee for the California Seed Association.
He is a seed business owner, co-founder, and board director at Murray River Seed Co, where he remains hands-on in breeding watermelon and melon. He believes that passionate people, working closely with growers, can truly transform the produce industry for the better.

Questions? Contact us at sbc@ucdavis.edu.