Taking on the role of Eastern Product Specialist at FP Genetics felt like a natural fit, mostly because it centres on something I’ve always valued: honest conversations and practical support.
By Courtney Ross April 28th, 2026
At the end of the day, this job is about showing up. Being in the field, in the retail, and in the middle of real conversations. It’s about understanding what’s actually happening on the ground and working through it with people.
When I walk into a retail for the first time, I’m not there to lead with product. I start by listening. What’s being grown? What’s working? Where are things getting complicated? There’s always time to talk about varieties, but that only matters if it connects back to what someone is dealing with day to day.
That approach has been especially important because this role is still fairly new in the cereals space. Most retailers are used to seeing crop protection or canola reps. Cereals haven’t always had that same presence, so there’s a bit more groundwork involved, more conversations, more time spent getting to know people. But that’s also where the value is built.
I try to be a steady point of support. If something doesn’t look right in the field, if there’s a question about a variety, or if someone just wants to talk through a situation, I want to be the person they call. Not because I’ll always have the answer right away, but because I’ll take the time to work through it with them.
One of the biggest learning curves for me has been seeing the seed production side up close. I didn’t come from that world, and it’s more complex than most people realize. There are a lot of moving parts, and the people behind it, many of them farmers themselves, bring a level of experience that shapes every decision. You start to see just how much thought goes into what ends up in the field.
That same mindset carries through the company. There’s a real focus on people — on how decisions affect shareholders, seed growers, and ultimately producers. It’s not just something that’s talked about. It shows up in how things are done.
Right now, my focus is simple:
Build trust. There’s a lot of information out there, and not all of it is easy to sort through. People are looking for clarity, or at least someone who will help them get there.
For me, it’s about taking the time
up front. I don’t walk into a conversation assuming I know what someone needs. I’d rather ask a few questions, understand the situation, and go from there. Sometimes that leads to a product conversation. Sometimes it doesn’t. Either way, the goal is to make the time useful.
The best conversations are the honest ones. Not just what’s working, but what isn’t. Early in my career, someone told me, “We like hearing about your wins, but we also want to hear about your losses.” That stuck. Being open about both builds trust, and keeps expectations grounded.
Face-to-face time still matters in this industry. You can call, text, email, but it’s different when you’re standing in a field together, looking at the same thing and talking it through in real time. That’s where relationships really start to take shape.
Looking ahead, I see this role as a way to make cereals conversations more practical and easier to navigate. There are strong products out there, but the real challenge is knowing what fits where. Not every variety works on every acre, and helping people sort through that is where I can be most useful.
At the end of the day, I want to be someone people feel comfortable calling. Someone who shows up, asks the right questions, and works through things alongside them. When that’s there, everything else tends to follow.