Can the food processing industry contribute to the conservation and sustainable use of agricultural biodiversity? Of course it can. Even in genebanks? Sure, why not. There’s no reason beyond a failure of the imagination to think that genebanks can’t participate directly in the food value chain as innovation partners, supporting sustainable products and market differentiation. Too bad there’s not a ton of examples. A pretty good one is NordGen’s partnerships with the food company Oatly. Oatly funded trials of more than 800 oat accessions, generating phenotypic and genomic data that identified traits valuable for taste and processing. The collaboration provided industry with suitable varieties while enriching NordGen’s documentation of its collection. This and a few — too few — other examples can be found in From seed to shelf: Models for integrating agrobiodiversity in food processing activities, from FAO and the Plant Treaty. I hope one day soon the coffee industry wakes up and smell the genebanks.