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Agrimarketing : January-Febuary 2010
10 Agri Marketing January/February 2010 proprietary Engineered Trait Loci technology on an exclusive basis in major food crops, and on a non- exclusive basis in other crop species. AGCO names Jason Marx as VP, Parts Div, NA. He was most recently with AlixPartners LLP, and prior with Daimler- Chrysler. Jeff Terlep joins the com- pany as Dir of Sales/Parts Div, NA.He was with the Ford Motor Company. Wells Fargo names Lance Holden as Sr VP & Team Lead for its food and agribusiness industry specialty group based in Kansas City. He was with Commerce Bank. Mike Kostrzewa joins The Context Network as Sr. Associate. He has been with Pioneer Hi-Bred/ DuPont, Marketing Nexus, TyraTech, Scotts Miracle-Gro, Quaker Oats and Borden Foods. A Southern States feed mill in Cleveland, NC, is named the 2009 Feed Mill of the Year, according to the American Feed Industry Association and Feedstuffs magazine, sponsors of the annual contest. The runner-up is a Cargill Turkey Production mill in Harrisonburg, VA. Agrium Inc. expands its retail operations in TX and NM in an agreement with Agriliance, acquiring 24 retail outlets (18 farm centers and 6 satellites) and associated working capital at these locations, as well as over 50,000 tons of fertilizer storage. The retail outlets are expected to have annual crop input revenues of approximately $150 million. DuPont and BASF Plant Science reach an agreement on a patent infringement dispute. In June 2009, DuPont and BASF filed suit against each other in U.S. Federal Court in the District of Delaware that sought to enforce intellectual property rights relating to biotechnology traits, including traits that provide tolerance to ALS herbicides. DuPont and BASF have reached an agreement to cross-license patents and dismiss their claims and counter- claims against each other in both of the cases pending in Delaware. Terms of the agreement were not disclosed. LebanonTurf names Bernard Bross Sr Mktg Mgr. He was most recently with Scotts Professional Horticulture, and prior worked for Ciba, BASF and AgreEvo USA. AM MARKETING NEWS Daily Updates on www.AgriMarketing.com AGCO TO REDUCE BRANDS AGCO reports it will be eliminating the orange AGCO Tractors brand and the AGCO name from those dealerships. "We are working closely with the AGCO dealers to help them determine their future with us," Phil Jones the com- pany's Brand Marketing Manager says. "In many cases, they will transition to becoming Massey Ferguson (M-F) dealers and in some cases Challenger." There are currently more than 200 AGCO Tractor dealers in NA. Jones says the company will continue to build orange tractors through 2010 but end production by the following year. "We will continue to service the tractors and provide parts for years to come," he reports. In addition, the company has begun "co-branding" some of its lines of equipment. The main example of this approach is the M-F/Hesston line of hay harvesting equipment. So, in the NA market, the company will have two sets of dealers. Massey Ferguson (there are currently more than 550 dealers assigned the M-F contract in NA) which carries a traditional mix of farm equipment products. And Challenger which offers principally tractors from mid-size, row-crop models to the largest, highest-horsepower tracked and articulated tractors, as well as combines and application equipment. "There are 38 Challenger dealers," Jones says. "That tractor line was acquired from Caterpillar in 2003 and most of the Challenger dealers are also Cat dealers. Challenger dealers have multiple stores and service cen- ters throughout their territory. In the global market, the company will have four brands: M-F, Challenger plus Valtra and Fendt. "By focusing resources on fewer brands," Jones adds, "AGCO can improve the impact of its marketing and engineering, and also improve its global competitiveness. Also, as farms continue to consolidate, customers expect more and more from their dealer and their manufacturer. Our long term success will depend on our shared ability to create brands strong enough to win over a very demanding customer base in a highly competitive environment." AM Marx IN MEMORIAM Bill Raufer, 87, passed away last month in Raleigh, NC. His career included Meredith Publishing, Quaker Oats Co, and as Ad Mgr for Moorman's Manufacturing Co. until 1984. During "retirement." Raufer worked for 20 years as a free-lance writer for various publications, mainly in the agricultural industry. He had been a member of NAMA since 1963, when it was named the Chicago Area Agricultural Advertising Assn. Raufer also received the R.C. Ferguson Award in 1985. AM Kostrzewa
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