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Agrimarketing : November December 2009
30 Agri Marketing November/December 2009 2009 PRODUCT OF THE YEAR 2009 PRODUCT OF THE YEAR: PAST PRODUCT OF THE YEAR HONOREES 2008: HERCULEX XTRA (Dow AgroSciences, Pioneer Hi-Bred partnership) 2007: Ethanol and the Ethanol Promotion and Information Council (EPIC) 2006: Syngenta's AVICTA Complete Pak 2005: Trimble's AgGPS EZ-Steer 2004: John Deere's 60 Series combine 2003: Syngenta's Callisto herbicide 2000: the Internet and e-business 1999: Case IH's Magnum tractor 1998: NK Brand's Bt seed corn 1997: Roundup Ready trait in soybeans THIS YEAR'S HONOREE In a close vote, the judges in Agri Marketing magazine's annual "Product of the Year" program voted the new Y Series soybean seed from Pioneer Hi-Bred as the 2009 honoree. Launched for this year 's planting, it was the company's largest new product introduction in its 83 year history. The company sold nearly nine million units and helped Pioneer add an additional 2% market share in a category it already dominates. AgriMarketing's Product of the Year program recognizes the outstanding new technology, and the inventive marketing activities that support it, that has been introduced into the agricultural marketplace. Entries were submitted by companies offering products/services to agri- cultural producers and were judged by prominent, independent ag industry participants. Judging criteria and weighting are: • 35%: Benefit and value added to the marketplace. • 25%: Strategic marketing approach, including understanding of market needs, plus sales, marketing and communications activities. • 20%: Market environment, including share of market, competition, growth in market share. • 10%: Industry recognition, including awards and honors received by the product/service. • 10%: Overall summary of the product/service's significance. AM Lynn Henderson Mike Borel Partner, The Context Network Walnut Creek, CA Dave Coppess Vp Mktg Heartland Co-op West Des Moines, IA Dr. W. David Downey Professor Emeritus Purdue University West Lafayette, IN Ron O'Hanlon President Crop Quest Dodge City, KS Jerry Warner VP, Chief Management Officer Farmers National Co. Omaha, NE Lynn Henderson Publisher AgriMarketing magazine Chesterfield, MO Pioneer Hi-Bred's Y Series soybeans
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