Seed Management Academy

Take a deep dive into essential management concepts vital to the long-term success of seed firms, adapt to evolving agribusiness environments, explore marketing strategies and more.


August 27-29, 2024

Registration Fee:

ASTA Members – $2,595/person
ASTA Non-Members – $2,895/person


Purdue University, West Lafayette, IN


For more information about this program or registering as a team, contact:
Aissa Good


Registration fees are due upon receipt and cover all program materials. Registrations are accepted on a first-come, first-served basis. Once full, names will be added to a waiting list. Please review our cancellation policy.

Program Overview

Strong business management abilities have always been critical in leading successful teams and organizations, and our current environment has only increased this importance. The Seed Management Academy, formerly known as the ASTA Management Academy, is a valuable opportunity for anyone involved in the seed industry. In partnership with the American Seed Trade Association (ASTA), we’re committed to nurturing growth, innovation and excellence within the seed industry. During the academy, Drs. Brady Brewer, Scott Downey, Brenna Ellison and Pete Hammett will take you on a deep dive into the practical application of general management concepts vital to the long-term success of seed firms, discuss the changing agribusiness environment and implications for the seed industry, explore marketing strategies and more.

Previously a week-long program, the Seed Management Academy has improved its delivery model! The academy’s impactful content will now be delivered through a blended model approach featuring some online and in-person aspects. Two weeks before the academy, you’ll receive pre-recorded videos from each instructor overviewing key concepts to be discussed during the live sessions. You’ll review these videos and gain a foundational understanding of topics, then you’ll join us on Purdue University’s campus to practice these concepts and tools through group discussions and activities that simulate real-life application of management principles.

Whether you’re an experienced decision-maker or new to the industry, this academy is beneficial for all levels of responsibility and segments of the seed business, including vegetable/garden, row crop and turf grass marketplaces. Over 1,340 participants representing more than 300 firms worldwide have completed the Seed Management Academy. While it is not required to attend as a team, past participants have found it beneficial to attend with others from their organization.

For questions about this program, team pricing or more information on who should attend, contact Aissa Good at or (765) 299-3486.

“The most impactful part of the ASTA Management Academy was the strategic nature of the discussions facilitated by great faculty, as well as the chance to network and learn from others in the industry about their challenges and opportunities.” – Corey Beck, Licensing Lead, Beck’s Hybrids

Key Benefits

  • Discuss the changing agribusiness environment and future implications for seed companies;
  • Explore marketing strategies and financial management tools;
  • Understand the five functional areas of business and how decisions can impact each area;
  • Evaluate strategies for leveraging competitive advantage;
  • Gain leadership tools that add value to your organization and help employees achieve higher performance.

Program Content

Marketing Management

With a firm grasp on the changing agribusiness environment, this session will focus on what it means for a seed firm to have a true market orientation. You’ll learn how to create and communicate points of difference by examining topics such as customer satisfaction, market disciplines and demand innovation.

Organizational Leadership

This session will help you acquire new skills and tools for evaluating and managing your own and others’ performance. You’ll learn about change management, building productive working relationships, improving managerial communication and defining performance management strategies.

Financial Management

Understanding and correctly using key financial management tools is essential in addressing many day-to-day problems seed firm managers face. In this session, you’ll focus on developing core financial management competencies and utilizing them to make decisions.

Supply Chain Management

Supply chain management is about aligning your organization and supplier activities to efficiently and effectively meet the needs of your customers. This session will cover inventory management strategies, demand forecasting and chain partner alignment.

Strategic Management

Strategy formulation helps organizations determine and match their internal goals, strengths, limitations and resources with opportunities and challenges that exist in the external business environment. Strategic positioning and critical competitive capabilities such as speed, quality, and innovation will be the focus of this session.

Educational Credit

You can earn CEU and CCA credit at this program.

Program Partner

The See Management Academy is offered in partnership with the American Seed Trade Association (ASTA).








Associate Professor, Purdue University


Program Agenda

*Please note that Indiana is on Eastern Time (ET).
*A printable pdf of the agenda is available for download here.

Tuesday, August 15

8:00 am
Welcome and Kick Off

9:00 am
Thinking Strategically: Implications for the Seed Industry
Brenna Ellison, Purdue University


1:00 pm
Sales and Marketing – Creating and Communicating Value
Scott Downey, Purdue University

5:00 pm

5:45 pm – 7:30 pm
Networking Reception – Digby’s Pub and Patio

Wednesday, August 16

8:00 am
Leadership and Change Management Strategies
Pete Hammett, Hammett Consulting


1:00 pm
Operations and Supply Chain Management
Bobby Martens, Iowa State University

5:00 pm

Thursday, August 17

8:00 am
Financial Management for the Non-Financial Manager
Brady Brewer, Purdue University


1:00 pm
Business Strategy
Brenna Ellison, Purdue University

4:30 pm
Closing and Final Thoughts

5:00 pm
Adjourn – Safe Travels Home


Program Location

Purdue University
Krannert 758
403 Mitch Daniels Blvd.
West Lafayette, IN 47907


A block of rooms has been reserved at the Union Club Hotel located at the heart of Purdue’s campus in West Lafayette. Contact the Union Club Hotel at (765) 494-8922 or click here to make your reservation. Remember to mention that you are with the Seed Management Academy (group code ASTA) to receive the $179/night room rate. Check-in is 4:00 p.m. and check-out is 11:00 a.m. The room block and discounted rate will expire at 5:00 on July 9.

Union Club Hotel
201 Grant Street, West Lafayette, IN
(765) 494-8922
Across the street from Krannert
Locate with google maps



Please plan to eat breakfast before attending the program. Lunch will be provided for you each day. Coffee, soft drinks and refreshments will also be available throughout each day. A dinner reception will be on August 27.

What to Wear

The attire for the program is business casual. The weather in West Lafayette during August has average highs reaching 84 degrees and lows of 62 degrees. Layers are recommended for the classroom.


Materials will be provided for you throughout the program. All the presentations will also be emailed to you following the program.

Seminar Payment/Cancellation

Payment for the program is due upon registration. Please refer to our cancellation policy for full details and information.


Cooper House
Event Manager
(765) 418-6993

Program Cancellation Policy

If a participant is unable to attend a Purdue University Center for Food and Agricultural Business program, the participant may choose to: 1) transfer their registration fee to another participant within the same company, or 2) choose to receive a credit for the same program or another program that takes place within the 12 months following the originally booked event. However, a request to use a credit must be received no less than 30 days prior to the program start date, otherwise the credit will not be valid. No refunds will be issued regardless of cancellation date.

The Center for Food and Agricultural Business reserves the right to cancel a program due to low enrollment or other circumstances which would make the program non-viable. If a program is cancelled, registrants will be offered a full refund. Should circumstances arise that result in the postponement of a program, the Center for Food and Agricultural Business has the right to either issue a full refund or transfer registration to the same program on the new future date. The Center for Food and Agricultural Business will not be responsible for reimbursement of any participant expenses related to the cancellation or postponement of an event.

Should circumstances arise due to COVID-19 that result in the postponement of / or change to an online program, the Center for Food and Agricultural Business has the right to either issue a full refund or transfer registration to the same program on the new future date.

Seed Management Academy

Take a deep dive into essential management concepts vital to the long-term success of seed firms, adapt to evolving agribusiness environments, explore marketing strategies and more.

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