Designing Crops for Added Value

"Today adding value is more than adding yield or other agronomic traits of interest primarily to the producer. Adding value is meeting the need of a customer who is willing to pay more to receive a uniform and distinct cultivar with assurance of more oil, more protein, more malt, better amino acid composition, unique fatty acid composition, longer shelf life, better color, new uses, etc. Individual experts share their work, with a common thread being the design, production, and marketing of new cultivars with specific traits. "