Direct commercial representation The Agricultural Research Institute of the Hungarian Academy of Sciences established the Martonvásár Elitmag Seed Multiplication and Marketing Company in 1991 for the commercial representation of cereal varieties bred or represented by the institute. The main commercial responsibility of Mv Elitmag is to provide reproduction material to contracted seed-producing partners, so it rarely has a role in the direct provision of Grade II certified seed to growers or seed retailers. Such activities are generally restricted to ensuring the accessibility of seed from new or less widely cultivated varieties. Mv Elitmag keeps farmers, seed producers and seed retailers informed by organising field days, by publishing advertisements in national farm magazines, by sending representatives to popular agricultural shows and by providing consultations. »