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Agrimarketing : November December 2006
24 AgriMarketing November/December 2006 Capturing a 50% market share is almost unheard of in the com- petitive ag market. And to attain it in the first year of the prod- uct's introduction is probably unprecedented. But that is Syngenta's new cotton product AVICTA Complete Pak's position in the marketplace and that is why the judges named it AgriMarketing's Product of the Year. As background, there are approx- imately 14 million acres of cotton grown in the United States annually, of which an estimated four million are infested with nematodes, micro- scopic worms that feed on plant roots, causing loss of yield and creat- ing an entryway for diseases. It is estimated that cotton growers invest in excess of $40 million each year to control nematodes. ABOUT THE PRODUCT "AVICTA Complete Pak is a nemati- cide, insecticide and fungicide seed treatment combination that has revo- lutionized cotton production for thou- sands of U.S. cotton growers," says Syngenta Seed Care Crop Manager Steve Russell. "Featuring AVICTA, a first-of-its-kind seed treatment nemati- cide, and trusted products Cruiser seed treatment insecticide and Dynasty CST seed-delivered fungi- cide, AVICTA Complete Pak offers top-notch, early-season protection against nematodes, insects and dis- eases in the form of a convenient and simple-to-use seed treatment." "It is the first seed treatment product to offer complete cotton seedling protection against all important early-season destructive pests," reports Dr. David Long, Syn- genta Seed Care Technical Manager. "While most existing nematode con- trol products also control insects, AVICTA Complete Pak is the first product that encompasses nematode, insect and disease protection on the seed --- further setting it apart from its competitors." In the past, many growers have relied on granular in-furrow materi- als metered out through hopper boxes for early-season insect and nematode control. This practice requires frequent refilling, cumber- some calibration and the need to monitor product flow through drop tubes that can easily become clogged during planting, leaving plants unprotected. AVICTA Complete Pak requires less handling and could eliminate the need for hopper boxes at planting, allowing for improved efficiency and better use of labor during planting. "In addition to offering more convenience and increases in effi- ciency," Long says, "the use of a seed treatment means the product is tar- geted at the source of the problem. This type of targeted use means less active ingredient is needed for opti- mal results, leading to a more user- friendly product. AVICTA treated cottonseed was granted Reduced Risk status by the EPA when com- pared to the use of standard in-fur- row granular products. "Best of all," he says, "it offers growers all of these advantages without reducing the efficacy they've become accustomed to with older products. With the unique seed-delivered system, the early-sea- son protection of the product helps ensure better root development, and in turn a vigorous crop with improved return on investment. More than 150 crop consultant and university research trials conducted over a five year period have deter- mined that AVICTA Complete Pak produces yields equal to or greater than Temik, (5lbs./a), 80% of the time. This powerful protection offered in the most convenient pack- age --- a seed treatment --- means less hassle and more money in the pocket of the grower." STRATEGIC MARKETING AVICTA Complete Pak offered new challenges to the Syngenta Seed Care marketing team since it delved into a market previously untouched by seed treatments. Among these chal- lenges were convincing growers and other influential third-parties that a seed treatment can perform as well PRODUCT OF THE YEAR SYNGENTA'S AVICTA COMPLETE PAK NAMED 2006 PRODUCT OF THE YEAR by Lynn Henderson, Editorial Director The Syngenta team at an AVICTA Complete Pak plot showcased during a tour in North Carolina. (Back Row, L to R) Kurt Whitehead, David Long, Lee Stewart, Mark Baughman and Ken Teeter. (Front Row, L to R) Christa Leupen, Jodie McClement and Stephanie Moore.