Those in the broadacre crop industry might notice that Pacific Seeds is changing.
That's because Pacific Seeds has unveiled a new vision for its 57th year in business, with an even greater focus on agricultural innovation, research and adapting for climate change, along with a branding refresh.
The company's new direction follows a long history as a seed provider and will drive the development of new seed processing technology and advancements in plant genetics to benefit Australian farmers and the industry.
At the helm is Pacific Seeds managing director, Barry Croker who said the goal is to provide growers with the best products, to challenge conventions and consistently add value within the agricultural and food industries.
"Pacific Seeds has a long history of delivering value through its significant investments in research and innovation and this will only continue to increase as we continue to expand our technical development capabilities," Mr Croker said.
"Our technical development teams are a key point of difference in our industry. They conduct the research and provide information on how growers and consultants can use Pacific Seeds products to their best potential in a changing climate.
"Pacific Seeds will continue to invest in its people, facilities and technology to improve product standards.
"We have an unyielding belief that the future is bright, which is reflected in our investment this year in a new $2.6 million seed processing line in Toowoomba."
Staying relevant in a competitive global market is vital according to Mr Croker, with more than 1.6 million jobs in Australia dependent on the agricultural industry.
"In our experience, farmers are resilient, pragmatic optimists and we are building our business around catering to them," he said.
Pacific Seeds continues to invest in its own plant breeding programs but is also partnering with other institutions to bring new technology to Australian farmers.
The launch of Pacific Seeds' world-first herbicide tolerant sorghum technology and two new herbicide resistant hybrid canola varieties to the Australian market in the last 12 months demonstrates its commitment to innovation.