Host Bill Calkins asked Jaime Kedrowski (Marketing Manager at Ball Seed Company) to join him for a discussion about the short-term future of our industry. This conversation was recorded live at the 2025 Ball Seed Customer Days open house event in West Chicago, IL. For this episode, Bill had three “big ideas” that he introduced to Jaime one at a time to find out what she had to say about them (and if she had any even bigger ideas or approaches). There are no right answers and neither Jaime or Bill own a functional crystal ball. But the goal of this discussion was to share ideas to ponder and potential directions to steer as our industry enters a new era. Topics discussed: Horticulture vs. culture New plants vs. new solutions Lifestyle vs. hobby