Backx discusses his company's strategies for breeding better potatoes through a sustainable supply chain. This article is part of Changemakers' Playbook, a series that looks at innovation across different industries. Potato seed provider HZPC is looking at how to embed more sustainability in its supply chain. But that is not all: CEO Gerard Backx tells us the company is also trying to breed better potatoes. How are you making your potato seed business more sustainable? I had a lot of problems to solve in the beginning, and we only really started to work on corporate social responsibility 10 years ago. When I thought about what we could do, my initial feeling was that seeds are a food source — so there isn't much to improve upon.