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Agrimarketing : November December 2008
1996,more than 90%of soybean acres planted in 2007 had herbicide tolerant traits (see Table #1). That year,American producers accounted for 135million of the 250million biotech acres harvestedworldwide. Biotech acres are likely to increasewith newopportunities, exemplified by drought-tolerant seed in the pipeline thatmaymake corn production feasible in areas that receive only 10 to 20 inches of annual rainfall. Integrated seed, trait, and crop protection solutions continue to drive adoption of tech- nology,and the next generation of traits could bring continuous changes for the crop protection landscape. The entire crop protection indus- trymust carefully evaluate changes in hard and soft assets and skills to capture the promise of this continu- ing technology evolution. CHANNEL EVOLUTION The crop protection channelwill con- tinue to see consolidation and sub- stantial focus onmore fluid partner- ships.As organizations get larger andmore global, they develop deeper partnershipswith suppliers and retailers and introduce awider range of proprietary offers. Supply chain “virtual integra- tion”will be common. Innovative risk- and reward-sharing relation- shipswill enablemore complete par- ticipation in the production andmar- keting of attribute-specific outputs. In this environment, leaders must buildmore broad-based exper- tise and deploy comprehensive tal- entmanagement disciplines. Recruit- ing, developing, and retaining excellent talentwillmake the differ- ence in the emerging channel.As lendingmarkets have tightened, reg- ulation and concern over inflated markets have increased. The crop protection channelmust adopt best practices in their business strategy,operational efficiency,and sales &marketing efforts to be suc- cessful. GROWER CONSOLIDATION Consolidation is inevitable, although the rate of future consolidationwill likely be slower than in prior years. However,producerswithmore than $1million in revenue are expected to THE OPPORTUNITY While there aremany challenges ahead, the crop protection indus- try remains a vital driver of suc- cess for our global food, feed, fuel, and fiber system. By under- standing the drivers of our emerging environment and responding with strategies that make sense, each player within the crop protection industry can turn uncertainty into tangible opportunities for success. AM Driving Forces control a larger share of land and increase their farmexpenditures at a CAGR of 11.9%between 2004 and 2010. The crop protection industry must develop solutions thatmeet the unique needs ofmega-growers, including significant support in managing risk,working capital, and long-termcapital partners. Mike Jackson, Adayana President/ CEO, Indianapolis, IN. Jackson founded ABG, a vertical-market management- consulting company focused on the agriculture industry, whichwas acquired by Adayana in 2005. NOW AVAILABLE! “The Truth About Organic Foods” by the Hudson Institute’s Alex Avery Chapters include: • Is Organic Food Safer? Think Again • Hormone Hype and Antiobiotic Argst • A Few Bushels Shy • The Benefits of Biotechnology •ManyMore! Toorder, go to www.AgriMarketing.com for bulk orders, e-mail: JudyK@AgriMarketing.com November/December 2008 s AgriMarketing 35
American Seed Trade Association