On 24–25 February 2025, the second EU webinar organised within the LiveSeeding Project gathered over 100 participants from across Europe to discuss one of the most pressing challenges for small and medium-sized organic seed initiatives: how to strengthen the visibility, communication, and market reach of organic seeds.
Titled “Strategies for Marketing and Promoting Organic Seeds Locally and Effectively,” the two-day event was co-led by Red de Municipios por la Agroecología (Spain) and brought together farmers, seed producers, multipliers, retailers, advocacy groups, and public actors involved in seed systems and food chains.
The webinar provided a space to reflect on the marketing realities faced by small seed businesses, from product storytelling and label strategies to navigating certification frameworks and communicating with end-users. Several sessions highlighted the importance of tailoring approaches to local contexts and building alliances that go beyond traditional sales models.
“There is no one-size-fits-all strategy. Small initiatives need flexible, values-based approaches that reflect their communities, crops, and clients,” it was remarked during the opening session.
Insights and experience from across Europe
The first day featured an overview of the current state of the organic seed sector in the EU, presented by researchers from FiBL Germany and FiBL Switzerland. It also included a policy update on the revision of the EU’s PRM legislation (Plant Reproductive Material), followed by interactive networking and a panel showcasing business models from France, Croatia, Spain, and Germany.
The second day turned to practical tools for communication and brand visibility. A dedicated panel explored how communication strategies can help organic seed initiatives reach new audiences, strengthen trust, and educate consumers. The final session examined how labelling schemes, including Bioverita and ProSpecieRara, can help distinguish organic seeds in increasingly complex markets.
Throughout both days, speakers shared their own journeys, challenges, and successes, from community-led multipliers to formal SMEs, offering participants not only inspiration but tangible strategies to adapt and apply in their own work.
This was the second of four EU-level webinars organised within the LiveSeeding entrepreneurship training track. The next session, focusing on governance and financing models, will take place in October 2025.
