A new seed company is being formed to provide Western growers with high-quality forage seed.

Producer’s Choice, based in Woodland, CA, will feature the Cal/West line of alfalfa, sudangrass and clover seed. It will have research and regional test sites throughout California.

"Customer service will not just be a statement at Producer’s Choice," says Michael Fraley, general manager and vice president. "Instead, good old-fashioned customer service will be the foundation at Producer’s Choice, staffed with the experienced seedsmen to offer personal assistance rather than a voice-activated menu."

The firm’s address is P.O. Box 1069, Woodland, CA 95776. Its phone number: 800-523-7115. Fax: 559-251-5083.