Seed Business 201: Vegetables

SB201 course graphic

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 the entire organization are crucial for implementing company goals and smartly allocating limited resources.

Seed Business 201 is a 4.5-day course that builds on everything learned in Seed Business 101, taking things to the next level. SB101 was about understanding how a seed company operates. SB201 is about figuring out how to grow, compete, and make smarter strategic moves to win!

It is designed to help organizational decision-makers understand their current and future market position, providing a toolbox for market analysis and strategic decision-making to pursue the most attractive opportunities to grow the seed business. Special emphasis would be placed on acquisitions where the cultures of companies require attention to avoid missing out on the synergies so evident during pre-M&A analysis.

Who should attend this course? 

  • If you’ve completed Seed Business 101, have at least five years of experience, and are ready to take your leadership and strategic thinking to the next level, this course is for you.
  • Great for industry pros with a few years of hands-on experience in breeding, research, sales, marketing, production, finance, or operations—really anyone who plays a key role in business decisions.
  • Ideal for those looking to sharpen their ability to analyze markets, carve out a competitive edge, and make smart moves to grow their seed business.
PS.
You should attend Seed Business 101 to learn how to successfully run a seed company
You should attend Seed Business 201 (this course) if you are SB101 Alumni and or already know how a seed company is run and want to learn how to stand out and grow your seed business.

September 22 - 26, 2025

In-Person at UC Davis
Mon: 1:00 p.m. - 5:30 p.m.
Tues-Thurs: 8:00 a.m. - 5:30 p.m. 
Fri: 8:00 a.m. - 1:00 p.m. 
(Pacific time zone)

Early Registration: $3950
Regular Registration: $4450
(Early Registration ends August 1, 2025)

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

REGISTER

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 Recommendations:
Hyatt Place - Click "BOOK" button to reserve with the special SBC rate
 

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

Campus Parking information

Course Curriculum:

Seed Business 201 builds on the foundation of SB 101, taking what you learned about the fundamentals of running a seed business and expanding it into a high-level strategy that shapes long term success.

This course focuses on how to stand out in a competitive, very diverse and segmented Vegetable seed Market e.g., Melons have >20 different types, and >500 different segments. Making smart, strategic decisions is key to staying ahead. With so many options to take, knowing what not to focus on can be just as important as knowing where to direct your efforts and resources. And executing those decisions with precision is what truly sets the leaders apart.
 
Participants will begin by exploring why strategy matters and what makes it effective in the context of the vegetable seed industry. While SB101 covered the nuts and bolts of running a seed company—how everything fits together, SB201 takes it a step further, helping you figure out where your business stands, where it could go, and how to make smart moves to get there.
 
Through real-world examples and interactive discussions, the course dives into key strategic concepts like value creation, differentiation, and long-term focus. Participants will be introduced to strategy frameworks that help clarify where the company is now—and where it could go.
 
A major part of the course is understanding the market landscape. You’ll learn how to analyze your market, identify value drivers, and assess your position relative to competitors. Practical tools like SWOT analysis, scenario planning, and portfolio management build upon the operational insights gained from SB101, helping you turn raw data into strategic decisions.
 
With a clear understanding of the environment, the course shifts to strategy development—defining vision, mission, and the strategic priorities that matter most. While SB101 introduced the basics of seed business structure, SB201 focuses on choosing the right battles, aligning teams, and making business-wide strategies that endure.
 

Crucially, Seed Business 201 highlights the human side of strategy.  Participants will examine how company culture plays into success, expanding on leadership lessons introduced in SB101 that supports change and innovation.

You’ll also explore the use of KPIs, financial targets, and other measurable outcomes to stay accountable and track progress.
 
The course wraps with tools for implementation: how to create a practical roadmap, how to stay consistent with strategic goals, and how to course-correct when needed. Just as SB101 emphasized hands-on learning, SB201 keeps the focus on real-world strategy implementation.
 
Instructors are excited to share their expertise and help you take what you learned in SB 101 even further, building a winning strategy for your business!
 
Our upcoming 4.5 days course Seed Business 201: Vegetables course, built on the success on SB101, offers:
  • Case Studies: Real-world examples to enhance learning.
  • Interactive Sessions: Engaging with both students and instructors.
  • Simulated Acquisition: Learn from the integration of "Expert Seeds" Co by the 60-year-old family company "Barracuda Seeds," highlighting the merger of different cultures.

Join us for this exciting new experience on Sept 22-26 at UC Davis Campus!

Instructors: 

 

Vicente Navarro headshot

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 headshot

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 photo

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 headshot

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