By Kelli Durham, Product Development Manager
It’s hard to believe that it’s been almost a year since I joined Hazera. In that time, I’ve had the opportunity to meet many of our dealers, growers, and partners across North America, and I look forward to connecting with even more of you in the months ahead.
As Product Manager responsible for six Strategic Product Domains across the U.S. and Canada, one of the most rewarding aspects of my role is seeing firsthand the passion, engagement, and dedication of our customers and teams. Whether visiting growers, evaluating trials, or discussing future market opportunities, I continue to be impressed by the industry’s commitment to innovation.
This season has been particularly exciting. Together with our commercial, breeding, and development teams, we have evaluated hundreds of trials across the United States and Canada, covering a diverse range of crops, including leeks, cabbage, Brussels sprouts, onions, tomatoes, and watermelon. Every field visit brings valuable insights that help guide our decisions and ensure we continue developing solutions that meet the evolving needs of growers and consumers.
One of the highlights of my first year has been seeing how Hazera is preparing for the future. From new varieties in development to the adoption of advanced digital tools, we remain focused on combining innovation with practical solutions that deliver value in the field. This year, we also introduced a new field evaluation system that enables us to collect and analyze trial data more efficiently and consistently. These improvements support better decision-making and help accelerate the journey from development to commercialization.
At the same time, we are finalizing several market analysis projects to deepen our understanding of industry trends, customer needs, and future opportunities. The insights gained will help shape our long-term strategy and ensure our product portfolio continues to reflect market needs and expectations.
I’ve also enjoyed participating in field days and industry events throughout the season. These occasions offer valuable opportunities to exchange ideas, learn directly from growers, and showcase the innovation taking place at Hazera. I’m excited about what lies ahead and look forward to continuing this journey together.
