Lesson 1: Think vertically.
The relationship both with the farmers and the produce industry is crucial to a focused R&D programs. It also enables you to foresee changes and to be ready on time. Without this, you have no future.

Lesson 2: Good coordination between R&D and Marketing (product manage- ment) is vital.
The best breeders will miss the market if not directed well. It is essential to build the organization and its procedures in a way that enables good communication. Marketing should propel R&D or else all the huge investment is in vein.

Lesson 3: If you start a breeding program, be patient and persistent.
Without patience and persistence, you might make wrong decisions. When my son, Ohad, wanted to join the business, I told him that if he didn’t have patience, it was better he chose another profession and we would stay friends.

Lesson 4: Keep a very focused, long term planning but at the same time maintain a flat, dynamic and flexible organization.
Our industry obliges you to plan ahead since the development of products take a long time. Small companies like ours must keep a focus. We can’t breed many crops and we need the minimum investment in each breeding program in order to breed competitive products. On the other hand, there are opportunities and the market does change. Therefore, management must keep its ability to change, react and proact in order to maintain the company’s position in the market.