Spudman November/December 2022 - 31

noticed not only that the percentage
of certified seed grown globally is very
small, but that in countries where
market intelligence and infrastructure
are lacking, numbers are even lower.
" Unbiased data is so important for
" If you don't have a secure market to create
a solid business plan, it doesn't really matter what
the risks are. "
farmers to operate and thrive, " she said.
" If you don't have a secure market to
create a solid business plan, it doesn't
really matter what the risks are. You
need to be able to find money to
invest in your business to be able to go
forward and build a successful business
for the future. "
During her travels to the U.S., Hodge
struggled to understand the American
market as an outsider.
" It feels like it should be very similar
to how we operate in Europe, " she said.
" But American farming is still very
much about being bigger, better and
producing more. Yield is king. "
She also noted that U.S. breeding
programs are still very much connected
to academic programs, while in Europe
they are mostly private endeavours.
Potato marketing is unique to each
country, too; Hodge was surprised to find
- Claire Hodge, 2018 Nuffield Farming Scholarship
Trust award recipient
that Americans focus on the healthiness
of potatoes and promote them as an
important part of athletes' diets.
" I never saw it promoted like that, "
she said.
While in Brazil, she noticed that
even though there is a thriving and
growing potato market, there are still
shortcomings in market intelligence
that would often lead to " trading blind. "
In the Netherlands, Hodge evaluated
how the Dutch deal with potato cyst
nematode (PCN) to see what lessons
could be brought home. She saw that
challenges are best addressed when the
entire supply chain works together.
While Scotland does work together,
Hodge says that there's some disconnect
between farmers and the rest of the
supply chain. When AHDB's potato levy
board dissolved, this gap only widened.
Hodge said its dissolution wasn't driven
by farmers who didn't want to collaborate.
" Perhaps the information didn't
feel relevant enough at the individual
farmer level, " she said.
But in order to maintain market
leadership, collaboration and constant
re-evaluation are key, especially given
how quickly markets can change.
" It's difficult to forecast what the next
challenge will be, " Hodge said. " The
industry is so competitive that we're
going to have to adapt and change and
progress. If you only ever look at the
system being done in one way, in one
format, it's difficult to see how it could
be done differently. "
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31

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Spudman November/December 2022

Table of Contents for the Digital Edition of Spudman November/December 2022

Spudman November/December 2022 - 1
Spudman November/December 2022 - 1A
Spudman November/December 2022 - 3
Spudman November/December 2022 - 2
Spudman November/December 2022 - 3
Spudman November/December 2022 - 4
Spudman November/December 2022 - 5
Spudman November/December 2022 - 6
Spudman November/December 2022 - 7
Spudman November/December 2022 - 8
Spudman November/December 2022 - 9
Spudman November/December 2022 - 10
Spudman November/December 2022 - 11
Spudman November/December 2022 - 12
Spudman November/December 2022 - 13
Spudman November/December 2022 - 14
Spudman November/December 2022 - 15
Spudman November/December 2022 - 16
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