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Agrimarketing : April 2009
FEATURE STORY MONSANTOLAUNCHESGENUITYBRAND M by the AgriMarketing Editors onsanto’s newproduct pipeline is poised to deliver exciting, newtechnologies in 2010 and beyond to enhance yields and farmproductivity.But,with new innovation also comes the potential formore complexity facing the grow- erswho purchase those products. Monsanto sawthat a new approachwas needed formarketing the company’smost advanced and future trait technologies.After a year and a half of extensive planning and research, the St. Louis-based agricul- tural company recently unveiled its familywill help avoid potential con- fusion in themarketplace. MORE THAN PRODUCTS “Monsanto has developedmultiple traits that have delivered great value, but they have been often perceived by our farmer customers as individ- ual components, rather than part of an integrated family of traits,” explains KevinHolloway, Monsanto’s U.S. Commercial Opera- tions Lead. “Genuitywill unify our family of traitswith a single, easily recognizable brand, simplify our out of their farm, and empowers themto dowhat they do best, even better,”Holloway says. “Whatever successmeans to an individual farmer—yields, quality,profit, expansion or taking the family farm to the next level—wewant to asso- ciate Genuity as the brand that helps themachieve their goal.” At Commodity Classic, Monsanto’s leadership teamintro- duced the newtrait brand at a spe- cialmedia dinner the evening before the trade showopening,withmore than 50media representatives attending. Genuity sponsored the trade showgrand openingwhere Monsanto executives participated in a ribbon-cutting ceremony.As the trade showdoors opened, attendees were greeted byMonsanto represen- tatives clad in red Genuity shirts handing out literature bags sporting the Genuity logo.Monsanto’s trait booth featured dynamic brand graphics, alongwith interactive exhibits. Genuity iconswill appear on seed bags so farmers can easily identify the traits in the bags and the benefits they offer. newGenuity family of traits brand at the 2009 Commodity Classic farm showin Grapevine, TX. The goal, according toMonsanto, is to differentiate and unify the com- pany’s biotechnology products under one platformandmake it sim- pler for growers to select the traits best suited for their farms. Beginning in 2010,Monsanto’s latest corn, soy- bean, cotton and specialty crop traits will bemarketed under the Genuity brand name.And, as newtrait tech- nologies inMonsanto’s research and development pipeline are intro- duced, the company says incorporat- ing theminto a consistent brand 28 Agri Marketing s April 2009 message and further differentiate our trait technologies.” Holloway says the newbrand will also help identifyMonsanto traits asmore than just products. Not only haveMonsanto traits set the standard for performance through reliable and consistently high yields, he notes, but they also have delivered enhanced productiv- ity bymaking the farming operation more efficient. “Now,with a newtrait family brand,we can create an even higher, more personal connectionwith farm- ers by positioning Genuity as the brand that helps themget themost ABOUT THE NAME Genuitywas one ofmany names testedwith farmers, performingwell because of its close associationwith positivewords like “genuine,” “sin- cere,” “authentic” and “original,” according toDionMcBay, Monsanto’s U.S. TraitsMarketing Lead.“Research demonstrated that this name has the ability to create strong emotional connectionswith farmers,which is important in build- ing any brand,”McBay adds. “We believe Genuity offers the opportu- nity to help farmersmake the con- nection between the proven trait per- formance of today and the trait opportunities of tomorrow.” The first products to bemarketed under the newtrait family starting in 2010will beGenuity Roundup Ready 2Yield soybeans,GenuityVT Triple PROcorn,Genuity SmartStax corn (pending successful conclusion of the regulatory process), and Roundup Ready specialty crops, such asGenuity Roundup Ready Canola andGenuity
May 2009 Supplement