Seed Business 101: Horticulture

Seed Business 101: Horticulture


Course Overview:

Attracting, motivating and retaining talented new employees is a critical challenge for the seed industry. The Seed Business 101 course was created, with input from seasoned industry executives, to accelerate the careers of talented new employees and novice managers. By selecting and sponsoring employees to attend this course, companies acknowledge past performance and invest in accelerated professional development.

The course also offers invaluable insights and perspectives to seed dealers and companies offering products and services to the seed industry, including seed treatments, crop protection, seed enhancement, technology, machinery, equipment, etc. The instructors include executives such as CEO, Global Heads M&S, R&D, and Seed Production and then some from private sectors as well as Public ones. 

NOV 27 - DEC 1, 2023

In-Person at UC Davis
Course is 4.5 days
8:00 a.m. - 5:30 p.m. (Pacific time zone)

Early Registration: $3600 
Regular Registration: $3950
*(Early Registration ends October 15, 2023)

Tuition includes all course materials, lunches and breaks. Class size is limited so early registration is recommended.


Available Discounts:
25% off - Faculty (from regular registration)
50% off -  Current Grad students/Postdocs (from regular registration)
Contact us for more information about your discount.

Hotel accommodation recommendations:
(be sure to click the links below as the discount has been built into the URL)
Hyatt Place 
Aggie Inn 

UC Davis Student Community Center
397 Hutchison Dr
Davis, CA 95616

Campus Parking information


Course Curriculum:

The goal of Seed Business 101 is to shorten the learning curve of current and future seed leaders, seed professionals, ag. investors, and help them avoid costly mistakes. Instructors are experienced and successful seed executives.

Through lectures, case studies, and group assignments, this course would direct your attention to the optimum operations of the five major functional areas of a seed company:

  • Plant Breeding and Research
  • Production
  • Operations
  • Sales and Marketing
  • Finance and Administration

The course offers participants a broad understanding of the major aspects of a seed company’s operations and a cross-departmental knowledge of best practices for profitability. Four case studies have been custom designed to immerse each participant in decision-making roles covering all five functional areas of a fictitious seed company. The course is designed to maximize interactive participation and exchanges between students and instructors.

Participants are introduced to the fundamentals of genetics and plant breeding, variety life cycle, supply chain and production planning, profitability, and financials of the seed business. The context for the case studies is provided by introducing the company history, organizational structure, sales history, and financials.  The first case study of marketing & sales function is introduced in the afternoon of the first day.

Over the 5 days of the course, participants will be divided into working groups to study critical processes in a seed company’s daily life through the following case studies:

  • Gearing up to enter a new market
  • Inventory management
  • Product Liability
  • New Product Introduction

Additional information on production, operations, production research, inventory management, R&D, and budgets, specific to the company activities is introduced during these case studies.  Guest speakers who are industry experts in the areas of the case studies, present before the group work.  At the end of each case study, each group will present the optimum strategy, followed by a discussion and instructors’ recommendations.

A visit to a local seed company site is included in the activities.  The final day offers opportunities to learn about seed technology research and the role of pollinators in seed production. Instructor critiques are conducted, followed by a course recap, final Q&A, and course evaluation. A Certificate of Completion is awarded to each successful graduate.



Mike Pereira, Principal Consultant, Granum Services, LLC, has 42 years of experience in seed production, the majority of which was focused on vegetable seed production, but also more recent experience in biofuels and stevia seed production. Mike has extensive experience in leading global seed production organizations and establishing new production areas around the world. In biofuels, he established the first hybrid seed system for Miscanthus, an ethanol feedstock, and directed hybrid seed production and plantation research of Jatropha, a diesel and jet fuel feedstock. Currently, Mike consults in seeds and alternative crops through his company, Granum Services, LLC.  He also is Chief Agronomist for Finistere Ventures, a leading venture capital company in agricultural technology, and is the lead instructor for three short courses for seed professionals through the Seed Biotechnology Center of UC Davis, Seed Business 101 – Horticulture, Seed Production, and Seed Biology, Quality and Pathology.


David R. Armstrong, CEO, Sakata
Dave Armstrong is president and CEO of Sakata America Holding Company, Inc. and is responsible for all operations in Sakata Seed Corporation’s subsidiaries within North and Central America, including research, seed production, marketing, and distribution of vegetables and flowers.  Over four decades in horticulture and agriculture, Armstrong has established and developed businesses with direct profit and loss accountability on three continents, from bases in Kuala Lumpur, Tokyo, Amsterdam, and the San Francisco Bay Area, among others.  Prior to joining Sakata, Armstrong held senior marketing and management positions with Syngenta. 


John Schoenecker, HM.Clause, retired
John spent over 32 years in the vegetable seed business with stints in sales, product management, marketing, legal, regulatory and intellectual property for HM.CLAUSE and it's legacy companies. John has been active in national and global aspects of the seed business serving as the ASTA (American Seed Trade Association) representative to the vegetable and ornamental section of the International Seed Federation (ISF)  and with the board and as chair of ASTA. John represented ASTA and was involved with developing the AgAccord and testifying to the US Senate to encourage the US to join the International Treaty on Plant Genetic Resources (ITPGR).

Jovan Djordjevic headshot

Jovan Djordjevic, Director of Education, Seed Biotechnology Center, UC Davis
Jovan is a plant breeder & seed executive with over 25 years of experience in the field crops and vegetable seed industries. His career began in France in 1996, as a Corn Breeder for Monsanto. Jovan continued in Canada as the Canola Breeding Lead for Monsanto, then in California as the R&D Team lead for Bayer/BASF. Throughout his prolific career, he has been a part of over 200 releases of hybrid varieties of corn, canola, tomato, pepper, sweet corn, watermelon, melon, cucumber, onions, carrots, and leek. In addition to being an SBC director of education, instructor for Plant Breeding academies and other SBC courses, Jovan is one of the founders and board director for Murray River Seeds and an industry consultant for plant breeding and business strategies with F2Gen LLC. He is looking forward, together with the SBC team of instructors, to impart his experiences to future generations of plant breeders and other seed industry professionals.

Questions? Contact Jeffrey Robinson at