Andrew W. LaVigne

The “Magic of Seed”

The American Seed Trade Association (ASTA) had the incredible opportunity to partner with the talented storytellers at Walt Disney World to bring the “Magic of Seed” to the 2017 EPCOT International Flower & Garden Festival in Orlando, Florida. Would you believe this event draws more than 7 million visitors to the park each year?

The 2017 festival, which is ongoing until the end of May, features an ASTA garden outside of the Land Pavilion visually depicting the evolution of popular vegetables and flowers over the years, thanks to plant breeding. Through story-boards closely based on ASTA’s Better Seed, Better Life communications initiative, and expert gardener and plant breeder speakers, the story of plant breeding is being brought to life in a very public way!

As part of the partnership, ASTA plant breeder speakers delivered a series of presentations on the “Magic of Seed” on March 1-2, during the festival’s opening week. The speakers discussed the connection between better seed and better life, and the role of plant breeders as problem solvers. Topics addressed included everything from farmer to home gardener needs – like combating pests, weeds and disease; environmental challenges, like using natural resources wisely; and consumer needs, like better taste, nutrition and appearance. Festival attendees received a number of give-aways, including space-seed packets from the student-education program, Tomatosphere.

Additionally, master gardeners from the University of Florida are serving as greeters and informational resources for visitors on a series of displays about the value of seed throughout the Epcot Festival Center.

Andrew W. LaVigne
Andrew W. LaVigne
Andrew W. LaVigne,
ASTA President & CEO

Bayer is closely involved in ASTA’s Communications Committee which played a big role in developing the content for this event. The Committee held a planning session in Orlando at the end of April to continue promoting the festival, and has plans already for the next’s year public-facing industry communications efforts around the theme of “Better Seed, Better Life.”

If your travel plans take you to Orlando between now and the end of the month, I highly encourage consider a stop at Epcot. You can also check out photos from the event, and watch a highlight reel and full video of the presentation.

Thanks to Bayer, and all of the members that support ASTA’s communications and advocacy efforts! It’s an honor to help tell the story of this diverse, innovative and global industry, which truly touches every aspect of society.

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