Ames, Iowa, USA
October 2, 2025
Dr. Lulu Rodriguez, Global Programs Lead, and Tess Howard, Seed Lab Customer Care Manager, represented Iowa State University’s Seed Science Center (SSC) at Seed Meets Technology 2025. This annual international trade fair and symposium was held from September 23 to 27 in Zwaagdijk-Oost, a village in northern Holland, popularly known as the Netherlands’ “seed valley.”
Seed Meets Technology is a unique event focused on technological innovations in horticultural seeds. It combines short presentations, symposia, exhibitor booths, demo fields, and live technology demonstrations. Unlike traditional trade shows, exhibitors are required to show working products and services rather than static displays, creating interactive experiences for participants.
Organized by European companies at the forefront of seed processing, phenotyping, sustainable cultivation, and related technologies, the fair drew participants from across the globe. On its first day alone, nearly 1,500 attendees from 73 countries gathered to see the latest innovations.
This year’s event highlights green seed treatments, sustainable crop protection, artificial intelligence, and digital phenotyping tools. Trial fields and live demos allow participants to see these advancements in action, making the fair a practical learning opportunity for both industry and research partners.
“Participating in Seed Meets Technology infuses the Center’s global programs with the European perspective in bringing advances in seed science to bear on the challenges of enhancing seed access across the globe,” Dr. Rodriguez said.
The event also complemented SSC’s active engagement in major international platforms such as ISTA (International Seed Testing Association) and ISF (International Seed Federation).
“What excites me most about Seed Meets Technology is the chance to exchange ideas and build partnerships with colleagues in Europe who are known for their strong research and innovation capacity, robust regulatory frameworks, diverse crop portfolio, and ardent climate adaptation focus,” Dr. Rodriuez explained. “Europe is the world’s largest seed exporter, with strong global market penetration in vegetable, cereal, forage, and oilseed crops.”
Events like this also open doors for collaboration with SSC European colleagues to bring expertise in seed health, policy, and training to bear on the challenges, especially in Africa and Asia, where SSC already has strong working relationships.
Seed Lab customer care manager Tess Howard responded to participants’ inquiries about SSC’s expertise in seed testing, research, education, and training. Areas that align with the fair’s emphasis on digital testing tools and sustainable seed treatments. Dr. Rodriguez added that these intersections create valuable opportunities for the SSC.
“European companies are investing heavily in green technologies and AI-driven tools,” Dr. Rodriguez said. “Those are exactly the kinds of innovations that we at SSC are ready to connect with, whether that’s improving disease diagnostics, supporting digital testing, or helping bring sustainable seed solutions to farmers worldwide.”
For SSC, participation in Seed Meets Technology 2025 is a strategic step in strengthening global networks and advancing innovations that directly impact seed quality and food security. By engaging with industry leaders and exploring new technologies firsthand, the Center is well-positioned to continue its mission of supporting safe, sustainable, and resilient seed systems worldwide.
“Being here allows us to learn about advances in the other side of the pond and to share the incredible work we’re doing at SSC,” Dr. Rodriguez added.
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