Associates Step Up To Add More Value For PSA Members

At PSA’s 100th Annual Convention in Honolulu, PSA President and Associates Committee Chair, Freya Jensen, spoke candidly about what it means to be an associate member in today’s seed industry.

“As associates, we don’t just want to show up and hope for business,” she shared. “If you succeed, then we succeed as well. It’s important for all of us to support each other as an industry.” That mindset is driving a renewed focus on how associates can bring tangible value to PSA members throughout the year, not just during convention week.

From Crop Reports To Capital Decisions

Freya highlighted how valuable PSA’s crop reports already are for associate members, giving critical insight into how markets are trending and where customers may be investing next.

Building on that, the Associates & Technology Committee has set a new goal for the coming year: to actively collect and share information that helps members make better business decisions, especially around capital expenditures and inputs that affect the bottom line.

That could include:

• Tracking the price of steel and other materials that influence equipment costs.

• Monitoring trade agreements that may impact pricing on equipment, bags, or inputs.

• Sharing updates on shipping delays and lead times so members can pre-plan spare parts or stock up where needed.

“We want to know what you need from us,” Freya emphasized. “If we understand what information supports your decision-making, we can work on collecting it and making sure it gets back to you.”

A Year-Round Information Loop

Over the next year, associates will work together to identify the most relevant signals for PSA members—from equipment and packaging trends to logistics and supply chain issues—and bring those insights back through committee work and member communications.

Freya encouraged attendees to share ideas directly with her and with the associate companies they already do business with, so the committee can tailor its efforts to the real needs of the membership.

“If you have things you’d like to hear from our side of the business, let us know,” she said. “We’ll start working on it and keep you updated as we go.”

A Call To Bring More Partners Into The Room

Freya closed with a lighthearted but serious call to action: help bring more suppliers and service partners into PSA.

“If you have companies you do business with that should be in the room supporting what we do here, give them a hard time—and give me their information. I’ll happily follow up and give them a hard time repeatedly,” she joked.

By deepening the flow of practical information and expanding the circle of engaged partners, PSA’s associates aim to make sure that when seed companies succeed, the entire value chain succeeds with them.