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Agrimarketing : November December 2008
2008 PRODUCT OF THE YEAR 2008PRODUCTOFTHEYEAR: PASTPRODUCT OF THE YEAR HONOREES 2007: Ethanol and the Ethanol Promotion and Information Council (EPIC) 2006: Syngenta’sAVICTA Complete Pak 2005: Trimble’sAgGPS EZ-Steer 2004: John Deere’s 60 Series combine 2003: Syngenta’s Callisto herbicide 2000: the Internet and e-business 1999: Case IH’sMagnumtractor 1998:NK Brand’s Bt seed corn 1997: Roundup Ready trait in soybeans THIS YEAR’S HONOREE The judges in AgriMarketingmagazine’s annual Product of the Year programunanimously voted theHERCULEX XTRAInsect Protection trait as the 2008 honoree. Developed jointly byDowAgroSciences and Pioneer Hi-Bred the trait, launched in 2005, has a remarkable track record of success. Since DowAgroSciences licences the trait to the seed industry, the in-depth report on the fol- lowing pages detail their activities. AgriMarketing’s Product of the Year programrecog- nizes the outstanding newtechnology,and the inventive marketing activities that support it, that has been introduced into the agricul- turalmarketplace. Entrieswere submitted by companies offering products/services to agri- LynnHenderson cultural producers andwere judged by prominent, independent ag industry participants. Judging criteria andweighting are: • 35%: Benefit and value added to themarketplace. • 25%: Strategicmarketing approach, including understanding ofmarket needs, plus sales,marketing and communications activities. • 20%:Market environment, including share ofmarket, competition, growth inmarket share. • 10%: Industry recognition, including awards and honors received by the product/service. • 10%: Overall summary of the product/service’s significance. AM Mike Borel Partner, The Context Network Walnut Creek, CA Dave Coppess VpMktg Heartland Co-op WestDesMoines, IA 24 AgriMarketing s November/December 2008 Dr.W.David Downey Professor Emeritus Purdue University West Lafayette, IN MadelineMellinger Partner Glades Crop Care Jupiter,FL JerryWarner VP,ChiefManagement Officer Farmers National Co. Omaha, NE LynnHenderson Publisher AgriMarketing magazine Chesterfield,MO
American Seed Trade Association