Monsanto Launches New Brand

March 5, 2009 06:00 PM
Pam Smith, Farm Journal Crops & Issues Editor
Watch for an all-new branding concept on Monsanto's newest and future traits. The St. Louis-based company announced the launch of "Genuity” on Wednesday, Feb. 25, at the Commodity Classic being held in Grapevine, Tx.
The Genuity brand designates a family of traits designed to work together to enhance crop potential and is designed to help farmers select the best in-seed traits for their farm. Dion McBay, Monsanto U.S. Traits Marketing Lead, says the brand name is the result of conversations and feedback that started with farmers.
"The name Genuity is associated with being genuine, authentic and original, and reinforces our commitment to traits that provide enhanced productivity and higher yields for the farmers who plant them,” McBay explains. The new red brand name will appear on the bag with along with a simple icon system that designates which traits are included in the bag. For example, find a drawing of an insect on you bag and it means the seed contains an insect trait. Herbicide tolerance, weather protection and increased productivity will also be used to illustrate clearly the benefits the traits offer.
Ernesto Fajardo, Monsanto Vice President-U.S. Commercial, says the company's next-generation, value-added trait technologies will be marketed as Genuity beginning in 2010. As new trait technologies in Monsanto's research and development pipeline are introduced, having a consistent brand platform will help represent those products to the farmer in the most straightforward way possible and avoid the potential for confusion in the marketplace, he says.
"Genuity gives us the opportunity to position our traits as a family of innovative products that will enable farmers do what they do best, even better,” said Fajardo. "It provides a single, easily recognized brand to simplify the process by which farmers ask for our traits, to help them be more successful on their farms.”
The Genuity family of traits will be used with Monsanto's newest and future traits. These include Genuity Roundup Ready 2 Yield™ soybeans, Genuity VT Triple PRO™ corn, Genuity Bollgard II® cotton, Genuity Bollgard II with Roundup Ready® Flex cotton, Genuity Roundup Ready Flex cotton, Roundup Ready specialty crops and, pending regulatory approval in 2010, Genuity SmartStax™ corn.
Fajardo notes that Monsanto invests more than $2.6 million a day – nearly $1 billon annually – to develop innovative, new technologies that help farmers be more productive and profitable. Technology innovation also supports the company's commitment to help farmers double yields by the year 2030 to meet the growing global demand for food, feed, fuel and fiber, while at the same time helping farmers reduce the use of key resources per unit of output.
"Monsanto's science is only as good as the solutions and the value our seeds provide to farmers,” he says. "That is why we felt we needed a brand like Genuity to simplify and more clearly connect our family of traits with the farmers who value them. Genuity will help farmers make the connection between the traits they know and trust and new trait technologies that will be introduced in the future.”  
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