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Agrimarketing : May 2015
American Cyanamid during those acquisitions.” SUCCESS AT FMC January 2003 rolled around and Redhage found himself in Philadelphia, working for FMC. This would be his last career move before retiring in January 2015. As with his other business experiences, Redhage was persistent in learning the products, the markets, and the most appropriate, most effective ways to communicate to farmers and other stakeholders. The results have been impressive. Over the past 12 years, Redhage has worked on the launch and growth of nearly 40 new crop protection products. Key launches include the Authority herbicide line and Anthem herbicide. During his tenure, the Authority brands grew from less than 6% market share to over 23% market share in 2014. He also oversaw the expansion of brand awareness and sales growth of Capture LFR insecticide in the at-plant insecticide market. In 2013, Capture LFR achieved the No. 1 market share position for treated acres. Positioning and launch of the innovative Capture 3Rive crop protection system came under Redhage’s watch, as well. According to Redhage, that system greatly reduces the farmer’s time and need to carry large volumes of insecticides and water across the field. Plus, Redhage is credited with the development of an integrated database marketing communications effort at FMC. “We wanted a database that would incorporate advertising, direct mail, e-communications, web promotions and database metrics and targeting to gain the highest return on investment for the communications dollars invested,” he tells. Yet, with all these successes, Redhage is most proud of his work with students and young professionals. “Early in my career at Elanco, Stan Geiser, who had served as an editor for Successful Farming, was my boss and mentor. Stan helped me become a better writer,” he explains. “Neil DeStefano at FMC was also an important mentor for me when I first joined FMC. And numerous other agricultural communicators and marketers served as mentors to me on various marketing areas, including Ted Haller who worked with me on agricultural media targeting, planning and buying.” Redhage has paid it forward by mentoring many young account team members who worked on the FMC business. He also introduced and managed the National Anthem Singing Contest for FFA, 4H and student National Agri-Marketing Association (NAMA) members, effectively opening doors to new experiences and opportunities for creative and talented young people. The Stand and Be Heard Anthem Singing Contest challenged youth to (more on page 48) May 2015 s Agri Marketing 47