— SEED INDUSTRY CONSULTING · CANADA

Practical insight.
Proven leadership. Trusted results.

Helping Canadian agriculture organizations navigate complex seed industry challenges with clear strategy, credible guidance, and more than four decades of hands-on experience across the agricultural value chain.

AgGenuity Consulting

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Portrait of Lorne Hadley, P.Ag., founder of AgGenuity, a Saskatchewan-based agriculture and seed consultancy.

Senior expertise where it matters most.

ABOUT

"Lorne takes complex IP concepts and translates them into clear, actionable guidance for farmers, retailers, sales teams, executives, and boards."

Led by Lorne Hadley, P.Ag., AgGenuity combines real-world experience, senior industry leadership, and unmatched expertise in seed intellectual property and stewardship to help organizations move forward with confidence — even on difficult or contentious issues.

With more than 40 years spanning every aspect of Canada's agricultural supply chain, AgGenuity delivers clear thinking, direct communication, and follow-through on the work that matters.

Three areas of focus. One trusted advisor.

WHAT WE DO

AgGenuity works at the intersection of seed policy, intellectual property, and commercial strategy.

01 / SEED INDUSTRY & IP LEADERSHIP

Practical guidance on seed IP & stewardship.

Young seedlings emerging in neat rows.

Rooted in decades of direct involvement evolving policies, programs, and expectations across Canada.

  • Plant Breeders' Rights (PBR) and seed regulation advice

  • Stewardship program design, review, and evaluation

  • Contracting frameworks, compliance guidance, and risk mitigation

  • Support for Variety Use Agreements and other IP initiatives

  • Industry education and stakeholder alignment on IP protection

02 / INNOVATION PROTECTION

Securing long-term value for plant breeding.

Close-up of cleaned cereal grain kernels filling the frame, ready for grading or seeding.

AgGenuity helps organizations protect innovation while maintaining trust across the agricultural system — building durable systems that support long-term investment.

  • Intellectual property protection strategies for varieties and traits

  • IP risk analysis and liability management

  • Economic evaluation of trait and variety value

  • Program implementation aligned with regulatory and industry expectations

03 / GENETICS, TRAITS & MARKET FIT

Aligning innovation with Canadian market realities.

Assortment of agricultural seeds and grains arranged by variety, including corn, white beans, peas, sunflower seeds, and pulses.

Drawing on deep understanding of seed development and the Canadian agriculture supply chain, AgGenuity helps clients align innovation with real market and agronomic realities.

  • Assessing trait and genetic suitability for Canadian growing conditions

  • Competitive and market-demand insights across crop sectors

  • Guidance on launching new genetics

  • Integrating trait innovation into broader commercial and stewardship strategies

Credibility, execution, and independence.

WHY AGGENUITY

The difference between a consultant who writes a report and one who makes change happen.

01

40+ years across the value chain

Leadership spanning every aspect of the agricultural supply chain in Canada.

02

Recognized IP expertise

Widely regarded authority on seed intellectual property and Plant Breeders' Rights.

03

From direction to action

Proven ability to take broad direction and turn it into focused, effective action.

04

Trusted across stakeholders

Relied on from farmers to global agribusinesses — and everyone in between.

05

Principled communication

Direct, clear messaging on sensitive or contentious issues when it matters most.

06

Outcomes, not reports

Self-directed consulting that drives real results across the organization.

Organizations shaping the future of Canadian agriculture.

WHO WE WORK WITH

  • Seed developers & distributors

  • Trait providers and ag-innovation companies

  • Agribusinesses seeking strategic, regulatory, or IP clarity

  • National and provincial seed organizations

  • Producer groups and commodity associations

Let’s talk about the work ahead.

GET IN TOUCH

Whether you're navigating a specific IP challenge, reviewing a stewardship program, or planning the launch of new genetics — start with a conversation.