New innovations in seed breeding and biotechnology hold promise of helping members of the American Seed Trade Association to continue their goal of providing high quality seed to their customers. However, consumer acceptance and regulatory approval of new seed traits proves to be a continuing challenge for the seed industry. Andy LaVigne, President and CEO of the ASTA says they're introducing an educational campaign to help farmers, consumers and government agencies understand what seed companies are doing to bring new varieties to the market place. LaVigne ASTA's goal is to have a regulatory structure that is clear and transparent for the seed industry.Jeff NalleyAndrew LaVigne