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Agrimarketing : November December 2006
November/December 2006 AgriMarketing 33 cide --- AVICTA Complete Pak offers complete early-sea- son protection against the most damaging cotton pests. Its merits have led to it becoming the largest product launch in the history of Syngenta seed treatments. It comes on the heels of the highly successful launch of CruiserMaxx Beans, which was introduced for the 2005 growing season as the first systemic seed treatment insec- ticide and fungicide combination for use on soybeans. "Having executed the two biggest seed treatment product launches in our history two years in a row is just a great feeling, and very motivating for the future," adds Winston. "The birth of Syngenta was a major turning point for our business. That same year we received regis- tration for Cruiser, which really set the stage for contin- ued success as seen with CruiserMaxx Beans and AVICTA Complete Pak, both of which contain Cruiser." Launched globally in 1997 and introduced in the U.S. in 2001, Cruiser seed treatment insecticide quickly became --- and remains --- a top choice for protecting young plants in all of its registered crop areas, which include cotton, soybeans, corn, wheat, sunflowers, sorghum and potatoes. However, the success Syngenta has seen with its seed treatment fungicides should not be discounted as they are known to be among the best across a variety of crops. SOLID RECIPE Taking into account both fungicides and insecticides, Syn- genta seed treatments are applied to approximately 95% of corn seed in the U.S. With CruiserMaxx Beans used on roughly 4.5 million acres in just its second year on the mar- ket and AVICTA Complete Pak gaining an impressive mar- ket share of the cotton nematode segment in its first year of use, Syngenta obviously has a solid recipe for success. "We truly function and perform as a team. Every- one offers his or her strengths and expertise and every single one of us is driven to be the best," says Winston. "Our success is a combination of all facets of our busi- ness. The process starts with a great chemistry and the research to back it. We rely on our scientists to deliver the best compounds, and our researchers to determine the optimum application rates and formulations that are user-friendly. Then our marketing leads determine the most advantageous direction for taking it to market and promoting the product, our public relations and advertising partners serve as the mouthpiece to the industry, and finally our sales people take the messages directly to the customer." The history of Syngenta is marked with milestones that are not just company benchmarks but industry breakthroughs as well (see sidebar). Its products and innovations set the bar high and consistently challenge competitors, the true test of a leader. The once small team of three salesmen today is made up of more than 40 employees dedicated to bringing con- venient and effective seed treatments to growers. "Syn- genta will continue to offer quality solutions for protect- ing the genetic yield potential of seed," says Winston. "Our goal is to help our customers help their customers. The bottom line is to ultimately benefit the grower." Back when the seed treatment business unit originally was founded, the objective of the group was to build direct relationships with seed companies and distribu- tors. Of course, this objective was not only accomplished but also was exceeded with sights being set on bigger and broader results. So, what's next for this seed treatment powerhouse? In the near future, the label for AVICTA may be expanded into other crop areas. Syngenta is already test- ing it in corn and soybeans. Beyond that is still under wraps, but you can bet where there is a true market need and opportunity, Syngenta will provide a strong solu- tion to the marketplace. "There is no doubt we will continue to be successful because we are never satisfied with the status quo," concludes Winston. "We want to make our products obsolete before our competitors do. We don't ever lose sight of being the number one seed treatment business in the world." AM MILESTONES ACHIEVED THROUGHOUT THE HISTORY OF SYNGENTA SEED TREATMENTS 1979 -- First sorghum seed safener, Concep®, introduced from Ciba Geigy. Concep III is still the only sorghum seed safener on the market today. 1982 -- First seed treatment fungicide for downy mildew protection, Apron®, introduced. 1993 -- Ciba formed seed treatment business unit. 1994 -- First broad-spectrum, systemic seed treatment fungicide for cereals, Dividend®, introduced. 1995 -- Maxim® became the first seed treatment ever to meet the requirements and be labeled "Reduced Risk" by the EPA. 2001 -- Syngenta formed through Novartis and Zeneca merger. -- Cruiser® and Helix® brand seed treatment insec- ticides introduced in the U.S. 2002 -- Maxim 4FS introduced as the first liquid seed treatment on the market for potatoes. 2003 -- Cruiser Extreme® Pak introduced as the first insecticide/fungicide seed treatment combina- tion for corn, including Dynasty. 2004 -- CruiserMaxxTM Pak, which contained the first sys- temic seed treatment insecticide, introduced to the soybean market. At the time, it was the biggest seed treatment product launch in the company's history. 2006 -- First seed treatment nematicide introduced as part of AVICTA® Complete Pak for cotton. This surpassed the launch of CruiserMaxx Pak to take the title of the largest seed treatment product launch in the company's history. AM Congratulations to the Syngenta Seed Care Team! www.AgriMarketing.com