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Agrimarketing : November December 2012
In the 1990s Dow AgroSciences (DAS) was looking for a different strategy for canola; a unique value proposition. They started by looking at the end. Through discussions with food processors and restaurateurs, it became clear that a major change was going to be needed in the way food was prepared. Vegetable oils used at the time, while stable and tasty, were not the healthy choice for North American consumers. To increase stability for hot oil frying, as well as shelf life, vegetable oils needed to be hydrogenated. Unfortunately, this process created trans fats, something far worse than the saturated fats found in butter. So, late in the 1990s, the company came out with Nexera, a canola seed that produced an Omega 9 Oil described nutritionally as "olive oil with half the saturated fat." But more importantly, from a commercial processing perspective, it offered the desired stability for frying and shelf life. "We truly got an understanding of what was needed from the food industry," says Dave Dzisiak, DAS Commercial Leader, Oils Business. "Then we developed the Omega-9 Oil profile in canola working with end-users. That sent a demand signal back through the value chain to the grower." From a producer 's perspective, Nexera canola offered a way to get greater returns driven by industry- leading yields, grower premiums and incentives, and a strong demand for heart-healthy Omega-9 Oils. For all these reasons and more, the judges named Nexera canola as Agri Marketing's 2012 Product of the Year. HEALTHIER PROFITS Marketed as part of Mycogen Seeds in the U.S., and simply "Nexera canola" in Canada, the seed is an Identity Preserved (IP) crop. By contracting with companies such as Viterra, Richardson Oilseeds, Louis Dreyfus Mitsui (LDM), Louis Dreyfus Commodities (LDC), Bunge and ADM, producers can receive a premium for growing the crop. In fact, in 2012 Nexera canola growers will receive $100 million 34 Agri Marketing November/December 2012 2012 Product Of The Year BUILDING A HEALTHY MARKETPLACE by Mike Gustafson, Deer's Landing Dow AgroSciences and AdFarm, their agency of over 20 years, knew the brand could be big and launched it with a field-sized logo back in 1999.
Marketing Services Guide 2013