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Agrimarketing : January February 2013
sales of $6.4 billion (2012), making Dow AgroSciences one of the fastest- growing agricultural companies in the world. Some of this growth has come through acquisitions, as well as the development of new crop care products. According to Howell, "Dow AgroSciences has made some strategic acquisitions and developed affiliations to maintain critical mass for the company." "There's been a transfer of value from crop protection to the seed business," adds Howell. "It was a signal to Dow Agrosciences to have a greater stake in the seed and traits business." Dow AgroSciences now offers a wide range of agricultural chemical and biotechnology solutions. Seed brands include Mycogen Seeds, Renze Seeds, Dairyland Seed, Pfister Seeds, Brodbeck Seeds, Triumph Seed, Prairie Brand Seed and Hyland Seeds. Each sells seed with the latest Dow AgroSciences trait technologies such as SmartStax and HERCULEX insect protection technologies for corn. In cotton, PhytoGen Cottonseed, a joint venture between Dow AgroSciences and the J.G. Boswell Co., offers proprietary genetics and two-gene WideStrike Insect Protection. "Another advantage we have is that we're very balanced in the marketplace," continues Howell. "We have a very diverse product portfolio stretching across a wide geographic area." Dow AgroSciences currently offers products and solutions for crop protection; seeds, traits, and oils; vegetation management; turf and ornamentals; pest management; and post-harvest protection for stored grain, produce, and ornamentals. CHANNEL-CENTRIC STRATEGY According to Howell, Dow Agro- Sciences marketing focus has been, and will remain, on the wholesaler/ retailer. "We have to rely on the dealer to recommend the right crop protection products," he says. "Plus we're seeing a shift for seed sales to the ag chemical distributor and retailer. Farmers seem to be looking for more one-stop shopping with seed, fertilizer, and crop protection products all in one place." Galindez adds that the new brand identity will not change the successful business model being used by the company. "More than a decade ago, we instituted a successful business strategy that has helped us become one of the fastest- growing companies in agriculture, committed to providing innovative crop protection and plant biotechnology solutions," he says. "We see our new brand profile as an important contribution to attaining our long-term strategic goals." TECHNOLOGY FOCUS Mycogen is the largest seed brand in the Dow AgroSciences stable. "We certainly wouldn't be here without the resources and support from Dow," says Chris Garvey, Mycogen Seeds General Manager. "The commitment to people, production, research, and trait development has helped us build and expand from the ground up." Mycogen's success also stems from a strong coordination with other channel partners. "We work with the Dow AgroSciences crop protection team as well as coordinating work with our field agronomists and animal nutritionists," states Garvey. "It's a rather unique multi-business platform collaboration approach. It's one that brings new thinking, new approaches and new products to the market- place." Howell agrees, "Very few companies are bringing any new real traits to the marketplace. We've had great success, though, in the healthy oils segment with sunflower and canola such as Nexera." Recently named Agri Marketing magazine's Product of the Year, Dow AgroSciences' Nexera canola offers a healthier oils solution with a unique combination of high-oleic (omega-9) and low-linoleic fatty acids. Since 2005, more than 100 restaurants and restaurant chains in North America, like Taco Bell, have converted to Omega--9 Oils. As a result, 1.5 billion pounds of "bad" fats have been removed from the North American diet. From a canola producer 's perspective, Nexera offers a way to get greater returns driven by strong canola yields, grower premiums and incentives, and a strong demand for the heart-healthy Omega-9 Oils. Product innovation extends to crop protection, as well. Ryan Messner is a U.S. Northern Crops District Sales Manager at Dow AgroSciences. "The number one question from producers is always, 'What's new?'," says Messner. "It's a really crowded marketplace, and we're always looking for ways to separate ourselves from the competitors." Messner believes that the best way to do this is through active listening. "We receive a ton of input from producers," he says. "It's the most effective way to segment and offer solutions for a wide variety of growing situations: application timing, soil types, pest species, cropping practices, and so on. In particular, we re very excited about the technology pending regulatory approval, that's coming with the Enlist Weed Control System." Early last year, Dow AgroSciences announced greater investments in the United States related to the Enlist Weed Control System, a new herbicide-tolerant trait system. The investment will enable production of the company's Enlist Duo herbicide, a proprietary blend of 2,4-D choline and glyphosate. The highly differentiated herbicide solution for the Enlist system features Colex-D Technology. According to the company, Colex-D Technology offers customers significant benefits including ultra- low volatility, minimized potential for drift, decreased odor and improved handling characteristics. January/February 2013 Agri Marketing 25 (more on page 27)
Marketing Services Guide 2013