Media Coverage Extends Impact of the ISF World Seed Congress 2026

The ISF World Seed Congress 2026 in Lisbon brought the global seed sector together under the theme “Joint Actions, Resilient Futures.” But its impact reached far beyond the Congress venue, thanks to the work of journalists and agricultural communicators from around the world.

Press conference at the World Seed Congress 2026 was attended by 45 journalists and media partners.

This year, ISF welcomed 30 journalists from 21 countries, reflecting the growing global interest in seed as a central issue for food security, climate resilience, innovation, trade, and sustainable agriculture. Through their reporting, the conversations held in Lisbon reached wider audiences, including farmers, policymakers, researchers, value-chain partners, business leaders, and the broader public.

According to ISF’s media tracking, the Congress generated at least 386 pieces of coverage, with an estimated combined reach of at least 72 million and an estimated minimum Advertising Value Equivalent (AVE) of US$960,000. These figures support not only the visibility of the Congress and of ISF, but also the relevance of the seed sector’s story at a time of geopolitical volatility, market uncertainty, and increasing pressure on agri-food systems.

Diverse Range of Coverage

The coverage highlighted the breadth of discussions at the Congress, from record participation and global seed trade to plant breeding innovation, social responsibility, and the historic election of Lorena Basso as the first woman President of ISF in its 102-year history. Journalists also covered the launch of ISF’s Practical Guide on Social Rights and Ethical Practices in Seed Production, underlining the sector’s commitment to responsible and sustainable business practices.

Articles appeared across specialist agricultural media, international development platforms, business publications, national newspapers, radio, podcasts, and multilingual trade press. For ISF, this diversity matters. The seed sector is global, but its impact is deeply local. Farmers, breeders, companies, regulators, researchers, and consumers experience the challenges and opportunities of agriculture differently depending on their crops, markets, policies, and regions.

*Syngenta Group CEO Jeff Rowe during a fireside chat with Susannah Savage, Agriculture and Commodities Correspondent of the Financial Times.*

By working with journalists from different countries and organizations, including as moderators for various panel discussions, ISF aims to reach a diverse range of journalists who can explore the seed sector and tell its story through different perspectives. These relationships make it possible to connect global issues with local realities and explain the role of quality seed in building resilient agri-food systems in ways relevant to different audiences.

Long-Term Relationship Building

The Congress also reaffirmed the importance of building long-term relationships with the press. Effective communication is not built through one-off announcements alone. It depends on trust, dialogue, access, and continuity. Journalists need opportunities to ask questions, meet experts, understand technical and policy issues, and see how the seed sector contributes to agriculture, food security, and sustainability.

Supporting agricultural journalism is therefore central to ISF’s communications and outreach strategy. Agricultural journalists play a vital role in translating complex scientific, regulatory, and business issues into stories that are accessible, accurate, and meaningful to different audiences, especially farmers. Their work helps strengthen public understanding of why quality seed matters, why innovation needs enabling policy, and why international collaboration is essential.

At a time of climate change, geopolitical uncertainty, market disruption, and evolving societal expectations, informed journalism is more important than ever. The media coverage from Lisbon extended the life of the Congress, amplified the voices of the seed sector, and brought its key messages to audiences around the world.#