Per a Bayer spokesperson: “Bayer Crop Science has announced that all Bayer PLUS Rewards programs will conclude following the 2025 Market Year. The program will officially end on April 30, 2026, after the close of the final redemption period.”
Bayer Plus Rewards began in 2019 for products used in 2020.
“Over the last 5 years, Bayer PLUS Rewards has played a significant role in supporting loyal Bayer customers. However, we are committed to listening and responding to the changing needs of its customers. As markets become increasingly challenging, growers need clearer and more transparent pricing to help make informed business decisions,” the statement continued.
Rewards were calculated based on acreage or volume. Adding more products increases the reward value. After two years in place, the program had more than 1,000 growers in the retail portal.
Bayer has been undergoing a multi-year reorganization in its business model and organizational structure across all business divisions. Known as Dynamic Shared Ownership, it’s been implemented in Crop Science teams for the past year in how they go-to-market.
“We determined it was time to move away from a traditional loyalty/incentive program and invest time and funds into bettering the operations of growers and retail partners aligned with support from Bayer’s field sales organization to provide resources, agronomic information and local market support,” the statement concluded.
Many such programs emerged around the same time as Bayer’s program including, Corteva, Valent, FMC. As previously reported by The Scoop, the goal was promote customer loyalty. After the first introduction, there was a lot of industry anticipation of how the loyalty/bundling programs would influence purchase behavior.
At first, many retailers voiced concerns about the time and effort to administer the programs for the supplier. However, after a couple of years that sentiment improved, as reported by Stratus Research.
Stratus also found farmers who participate in grower programs are likely to buy one additional product from the branded portfolio.
With Corteva’s recent announcement of splitting its crop protection and seed divisions, the future of its TruChoice program is unknown.
