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Agrimarketing : April 2009
Roundup Ready Sugarbeets.Genuity BollgardIICotton,Genuity Roundup Ready Flex Cotton and the stacked combination of these cotton traitswill also be part of the newtrait family. The company says future tech- nologies inMonsanto’s R&D pipeline thatwill bemarketed under the Genuity brand include advances such as drought-tolerant corn, nitrogen-utilization corn, dicamba-tolerant soybeans, higher- yielding (intrinsic yielding) soybeans and glufosinate-tolerant cotton. $1 BILLION IN R&D Monsanto currently invests about $2.6million a day—nearly $1 billion annually—on newproduct research and development, notesDr.Robb Fraley, the company’s Executive Vice President/Chief Technology Officer. “The future of agriculture has never beenmore exciting,” says Fraley.“Today, farmers are seeing enhanced performancewith our triple-stack technologies, butwe’re really just at the beginning of an unprecedentedwave of newbiotech- nology advances. The productswe areworking on for the futurewill combinemanymore genes to deliver even greater benefits to farmers.” INDUSTRY COMMENTS Many industrymembers are reacting favorably to Genuity and its goal of simplifying the trait selection process. Here are some sample comments. “We are working with our top farmers who are looking for the latest innovations to help them be successful, and the Genuity brand will bring all ofMonsanto’s pipeline products into clearer focus. It’s going to be very beneficial to help farmers tie those various trait products together to make it easier to accomplish the goals on their farms.” Randy Ramundt Marketing and CommunicationsManager Channel Bio (representing the Crow’s,NC+ and Midwest Seed GeneticsASI brands) Huxley, IA “I think it’s good thatMonsanto is trying to make things simpler for farmers as well as dealers.With all the different trait brands in the market, it’s a good time to introduce the Genuity brand family. It will help makeMonsanto traits in our DEKALB and Asgrow brand products more recognizable to the customer.” Kent Probst DEKALB and AsgrowSeed Dealer Wheeler, IL “I’m really excited about Genuity. As a regional company marketing in 18 states, it gives us an advantage over com- petitors because the farmer is buying our seed products backed with the best technology available. That’swhat the new brand name really means to me—the best traits in the market are going to carry the Genuity name.” DrewLawwill ProductManager, BioGene Seeds Sardinia, OH “I really think developing the Genuity system was a good idea. It’s a very simple way to make the seed selection process easier.On the bags, you can look right down and see the icon formula. You can see exactly what you’re getting in each bag. I really think it’s going to help a lot of farmers by simplifying things.” ClarkHowey Corn and soybean farmer West Point, IN Genuity Roundup Ready 2 Yield soybeanswill have a controlled commercial release on 1-2million acres for the 2009 season,with a full-scale product launch scheduled for 2010. Pictured above is a Monsanto booth display fromCommodity Classic. By improving farmproductiv- ity, Fraley says these and other new technologies also support Monsanto’s “Sustainable Yield Initiative” to help farmers double corn, soybean and cotton yields by the year 2030 while also reduc- ing the use of key resources by one-third. Monsanto says anotherway the Genuity brandwill help simplify the trait selection process is through a newicon systemthatwill appear on seed bags to help farmers easily identify the benefits that the traits offer. These iconswill represent four (more on page 30) April 2009 s Agri Marketing 29
May 2009 Supplement