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SEEDWORLD.COM7STEPSTOBUILDINGSUSTAINABLEPARTNERSHIPSJIMWHITTSTOPPLANNINGANDSTARTPIONEERINGBRANDEQUITYCASESTUDIESJanuary2013IPSAs24thAnnualConferenceRIDINGFORTHEBRANDPRODUCTPOSITIONINGGETITRIGHTKEEPINGUPWITHCORNTRAITSSELLINGSEEDANDSOCIALMEDIAWHATSYOURROE JANUARY20131January2013PUBLISHEDBYIssuesInkissuesink.comUSAP.O.Box3601395-AS.ColumbiaRoadGrandForksND58201PUBLISHERShawnBrooksbrookissuesink.comEDITORKariBelangerkbelangerissuesink.comSTAFFWRITERSJulienneIsaacsShannonSchindleMARKETINGCraigArmstrongcarmstrongissuesink.comAdriaGrewalagrewalissuesink.comHitenShahhshahissuesink.comCREATIVEWadeClisbyJeffHiebertLesleyNakonechnyCIRCULATIONBradGordonJessicaSchwarkCONTRIBUTORSKristynChildresDickHagenAngelaLovellJulieMcNabbMeganSheridanEDITORIALBOARDR.B.HalabyAgriCapitalBettyJones-BlissPurdueUniversityBillRompBeckerUnderwoodJohnSchoeneckerHarrisMoranSeedCo.JimSchweigertGroAllianceTomWiltroutDowAgroSciencesKarenWithersPenningtonSeedRonWulfkuhleGreenLeafGeneticsfacebook.comSeedWorldtwitter.comseedworldmagSUBSCRIPTIONSSeedWorldispublishedsixtimesayear.NorthAmericansubscriptionratesareoneyearUSD45.00twoyearsUSD80.00.InternationaloneyearUSD95.00.Pleaserecyclewherefacilitiesexist.Nopartofthismagazinemaybereproducedwithoutthewrittenpermissionofthepublisher.PrintedintheUnitedStates.ONLINERESOURCESFORTHESEEDINDUSTRYHearfromsomeofthebrightlightsintheseedindustry.WehaveanIPpositionwhichisinthetraditionofEurope.WedependalotonPVP.Wethinkthatthisistherightsystemtofosterinnovationbutalsotomakesurethatotherbreedershaveaccesstotheinnovationsandusethemforinnovatingthemselves.ChristophAmbergerKWSSAATAGexecutiveboardand2012presidentoftheEuropeanSeedAssociationOrganicSeedFinderRecentlytheAssociateofOfficialSeedCertifyingAgencieslaunchedanewwebsitecalledtheAOSCAOrganicSeedFinder.Vendorsoforganicseedcanposttheiravailablevarietiesinacentralonlinelocationwherepotentialbuyerscansearchforthevarietiestheyneed.Thewebsitewillalsobeavaluableresourcefororganiccertifierswhoneedaccesstodocumentationofthetypesandvarietiesoforganiccertifiedseedavailabletoorganicgrowers.Thesiteisavailablefreeofchargeforanyonesearchingfororganicseedvarieties.AOSCAiswellpositionedtoprovidethiswebsitebasedonitsknowledgeandlonghistoryofservicetotheseedindustryaswellasitsabilitytomanageandpresentseedvarietyinformation.ThecoreofAOSCAsmissionhasbeentopromoteseedorplantproductsthatmeetcertainacceptedstandardsandprovidingtheOrganicSeedFinderisonewaythatAOSCAcansupportthisgrowingsegmentoftheseedindustrysaysSteveSebestadeputyseedcommissioneroftheNorthDakotaStateSeedDepartmentandpresidentoftheAOSCAboardofdirectors.ORGANICSEEDFINDER.ORGKeepupwithalltheseedindustryevents.VisitSeedQuest.comforacalendarofevents. 2SEEDWORLD.COMJAN130404RETURNONENGAGEMENTCompaniesusingsocialmediaintheseedindustryaredevelopingricherrelationshipswithcustomers.10BUILDINGBRANDEQUITYIntodayscompetitivemarketbrandequityisallaboutahistoryofstrongperformance.16PRODUCTPOSITIONINGGETITRIGHTSeedcompaniesareputtingtherightseedintherightplaceattherighttime.20SEEDWORLDWRANGLINGIsinnovationcompromisedwhencompaniesareinvolvedinlitigationwhilecollaboratingonotherprojectsatthesametime26BEYONDTHESALESTRANSACTIONMovingbeyondthetransactionandintoamoresustainablepartnershipwithcustomers.DEPARTMENTS01WhereontheWeb36STRATEGY40CrossPollination42Since191546WorldStatus48RegulatoryRoundup54IndustryNews64GiantViewsYOURFOCUSIS...SALESANDMARKETINGReturnonEngagement4BuildingBrandEquity10ProductPositioning16SeedWorldWrangling20BeyondtheSalesTransaction26MANAGEMENTProductPositioning16BeyondtheSalesTransaction26STRATEGY36GiantViews64CORNANDSOYProductPositioning16STRATEGY36RegulatoryRoundup48IndustryNews541026 PONCHOVOTiVONOWAVAILABLEFORCORNCOTTONANDSOYBEANS.BayerCropScienceLP2TWAlexanderDriveResearchTriangleParkNC27709.Alwaysreadandfollowlabelinstructions.BayertheBayerCrossPonchoandVOTiVOareregisteredtrademarksofBayer.PonchoVOTiVOisnotregisteredinallstates.Foradditionalproductinformationcalltoll-free1-866-99-BAYER1-866-992-2937orvisitourWebsiteatwww.BayerCropScience.us.CR0812PONVOTA014V00R0Appliedonmorethan14millionacresofcornalreadyPonchoVOTiVOseedtreatmentfromBayerCropSciencehelpsfarmersachievehigherlevelsofproductionbyusingasystemicagentthathelpsprotectthewholeplantagainstinsectpests.PonchoVOTiVOalsousesabiologicalcomponentthatprotectsagainstnematodesduringearlydevelopmentleadingtohealthierstandsandlargeryields.Sogettreatedandgetgrowing.Contactyourseeddealerorvisitponchovotivo.ustolearnmore.SUREWECOULDTELLYOUABOUTTHEPOSITIVEEFFECTSOFTREATINGYOURSEEDS.BUTITREALLYBOILSDOWNTOTWOWORDS 4SEEDWORLD.COM4SEEDWORLD.COM 6SEEDWORLD.COMOurbrandspersonalityishightechuseulenergeticandpersonablesoourblogallowsustoconveythatpersonalitysaysLatham.Asahigh-techcompanyIthinkitsimportanttoourbrandthatweengageinhightechwhetheritsseedorcommunicationstechnology.Itbecomestheconversation-starterandtheicebreakerandotenitallowsthecustomertotalkfrst.AssessingValueToassessthevalueosocialmediasuchasblogsFacebookorTwitterthereareallkindsoanalyticaltoolsthatareeitherbuiltintotheplatormorcanbelinkedtoitwhichcollectdataaboutthevolumeandtypeotrafcthesitereceives.Thiscaninvolvetrackingthenumberouniquevisitorsperdaythemostpopularpoststweetsorupdatesthebesttimeodaytoupdatethemthegenderandageotheaudiencebeingreachedandmanyothermetrics.NguyensaystherealquestionwhenitcomestoassessingthevalueosocialmediaisntWhatsthereturnoninvestmentbutratherWhatsthereturnonengagementAttheendothedayiwehaveagrowerwhohasaquestionwhetherheishappyorunhappywecanactuallymanageandmonitorthatinteractiononlinesaysNguyen.Letssaywehaveagrowerwhoispostingsomethingaboutnotbeinghappywithhisyieldthisyear.WecanidentiytheissueandreachouttohisrepresentativewhocanreachouttohimandsayWenoticedonlineyouhadmentionedthisthisandthiswellletstalkaboutthatandfgureouthowaswetakealookatplanningornextyearwecanmakesurethatwetakethesethingsintoaccount.Withoutthesetoolswehadtorelyonthecustomerreachingouttotherepresentative.Nguyenisquotingareal-lieexampleandthecustomerinthiscasewassograteulthatheendeduptweetingathankyoutotherepresentativeandspreadingthewordviaTwitteraboutthegoodcustomerservicehehadreceived.ThatisdefnitelyahighROEsaysNguyen.Lathamwasbloggingbeoremostpeoplehadevenheardoablog.Sheadmitsthatshegotalotoblankstareswhenshefrstmentionedherideaaroundtheboardroomtable.Howevertheblogwhichstartedhumblywith145uniquevisitorsinJuneo2008nowhasanaverageo4407uniquevisitorspermonth.ButthefguresdonttellthewholestoryadmitsLatham.Whatsarmoreimportantisthereal-worldevidenceohowengagedhercustomershavebecomewiththecompanyitsprincipalsanditsemployees.IcantbelievethenumberotimesIstepontoaarmandsomebodywillsayOhheyyouguysjustwenttoHawaiiIvealwayswantedtogothereorMywieandIwentthereorourhoneymoonsaysLatham.Ourbrandspersonalityishightechusefulenergeticandpersonablesoourblogallowsustoconveythatpersonality.ShannonLatham Novozymesistheworldleaderinbioinnovation.Togetherwithcustomersacrossabroadarrayofindustrieswecreatetomorrowsindustrialbiosolutionsimprovingourcustomersbusinessandtheuseofourplanetsresources.LCOPromoterTechnologyisaregisteredtrademarkofNovozymesAS.2013Novozymes.Allrightsreserved.19816-22012-20905-01SWSuccessrootedinscienceToocoldtoowettoodry.Seasonafterseasonyourcustomersfaceachallengingpathtoasuccessfulharvest.ButseasonafterseasonNovozymesBioAgtechnologieslikeLCOPromoterTechnologyandPenicilliumbilaiihelpmanagethosechallenges.AstheworldleaderinbioinnovationNovozymesfocusesonsolutionsthatimproveplanthealthandperformance.Becausewhatsgoodforyourcustomerscornandlegumecropsisalsogoodforyourbottomline.Learnmoreatbioag.novozymes.com.Workwithusandseehowyoursuccessisrootedinourscience. 8SEEDWORLD.COMGettingStartedShannonLathamvicepresidentoLathamHigh-TechSeedsandasocialmediapioneeroerstipsorgettingstartedinsocialmedia.Research.Beaconsumerfrst.SubscribetoandreadblogslikeFacebookpagesandollowTwittersitesthatinterestyouevenromoutsideyourindustry.Keepnotesowhatyoulikeabouthowtheydothings.Trainyourself.EectiveuseosocialmediaiseasytolearnwhetheritshowtoblogorhowtobestutilizeaFacebookpageorTwitteraccount.Checkonlineorresourcesthatwillhelp.Bereal.Representyourselandyourcompanyauthentically.Updateoften.Developapresencebyupdatingyoursocialmediapresencerequently.Youwillneedtocommittimeeachdaytobetrulyeective.Changeitup.Dontallowyoursocialmediasitestogetstale.Makechangesandaddneweaturesasyougoalong.ReachingOutLathamsaystheblogisstillhermainvehicletoconnectwithcustomersandsheusesFacebooklargelyasatooltodrivepeopletotheblog.Overtheyearsshehasdevelopedaormulathatseemstoworkbydesignatingspecifcdaysordierenttypesoblogpoststhataregearedtodierentaudiences.OnFridaysblogpostsinvolverecipesandeaturesonarmamilies.OnTuesdaysthebloghostsaregularcolumnMusingsoaPigFarmerbyalocalporkproducerwhodiscussesissuesthatimpactthelivestockindustry.Wednesdaysduringthegrowingseasontheblogoerscropreportswithagronomictips.WelookatitasawayoreachingoutacrossagriculturebecauseweareallinittogethersaysLatham.Itgoesalongwayinbuildingrelationshipsandhelpsusshowcaseouragronomicstrengthsaswell.Ithelpsbuildtrustandcredibilityromthesalespersonsperspectiveandgivesthemanothertouch-pointwiththeircustomers.SocialmediadoesrequireatimecommitmentthatyoumustbepreparedtogivesaysLathamespeciallyiyouwanttodoitright.Shespendsatleastanhouradayandotenmoreupdatingsocialmediasites.Shedisagreeswithsomeexpertswhosuggestthatupdatingsocialmediatwotothreetimesaweekissufcienttobuildanaudience.Ithinkpeoplesexpectationshavechangedespeciallywiththeexplosioninmobiletechnologyshesays.Theyexpectyoutobeonlinemoreotenthantwoorthreetimesaweek.Manypeoplechecktheirsocialmediaseveraltimesaday.Lathambelievessomecompaniesenteringthesocialmediaspacearemissingthepointbymakingtheirsitestoocorporate.Itssupposedtocreateanonlineconversationshesays.Pioneerhastakenlessonsromsomeotheotherbigbrandsthathavelaunchedsocialmediastrategiesandaremakingsurethattheyarenotjustcommunicatingtheirmessagesbutlisteningtoeedbackromtheircustomersandtheindustryasawhole.ThelisteningpartisreallyimportantsaysNguyen.Socialmediaismoreaboutthecommunityandlessaboutus.Wehaveabetterpulseowhatourgrowersaredoingandwhatothergrowersaredoing.Wecanshareagronomicinormationbecauseitsvaluabletoagrowerwhethertheyareourgrowerorsomeoneelsessocialmediaisbuiltaroundthepremiseobeingaresource.Somebusinessesarehesitanttoengageinsocialmediaearingthatdisgruntledcustomersmightmaketheiraultsglaringlyobviousoreveryonetosee.ButNguyensexperienceacrossdierentindustrieshasbeenexactlytheopposite.Mostothetimeitsareallypositiveexperienceshesays.Andorthosetimeswhenyoudoseepeoplewhoareventingorsharingtheiropinionsonlinetheyjustwanttobeheard.Iacompanycanallowthatkindoeedbackandactuallydosomethingaboutitthenthatisthetruevalueosocialmedia.AngelaLovellSeedcompaniesareusingsocialmediaplatformssuchasFacebookTwitterLinkedInYouTubeandblogstobuildricherrelationshipswiththeircustomers. JANUARY20139 BuildingBrandEquityCaseStudiesinBrandManagementIntheU.S.marketplacenotallproductsarecreatedequalandseedcompaniesmustbuildstrongbrandsbasedonconsistenthigh-qualityperformance.10SEEDWORLD.COM JANUARY201311ITSNOACCIDENTthatthelogosomanyotheworldsmajorseedcompaniesincorporatethecolorgreen.Greencanrepresentmanythingsbutithaslongbeenassociatedwithagriculture.Auniversalsymbolonaturethecolorgreensymbolizesreshnesspotentialandnewlieaswellasstewardshipotheenvironment.Inshortitsumsupanideologyabouttheworldthatiscenteredonhealthygrowth.Andgrowthinalloitsvariousmeaningsistheprimarygoaloseedbusinesses.Butcompaniesandtheirbrandingstrategiesevolvewiththetimes.Tenyearsagogreenwasnotascommonanelementomarketingmaterialsothesesamecompaniesasitistoday.Abrandismorethanalogoitencompassesacompanysidentitybothintermsohowitperceivesitselinternallyandhowitisperceivedinthemarketplace.Acompanysbrandisasindividualasasignatureanditsequitybuildsoverahistoryostrongperormance.MickMessmanDuPontPioneersdirectoroUSAproductmarketingbelieveshistoryhasalottodowiththestrengthoabrand.Ithinkthekeythingthatmakesourbrandssostrongistherichhistorywehaveoover85yearsdedicatedtotheseedbusinesshesays.ThePioneerbrandisoneothemostrecognizableandrespectedbrandsintheindustry.Itreallyrefectswhoweareandcelebrateswherewevebeenanditprovidesaclearsenseowhereweregoing.ForDuPontPioneerastrongbrandhasasmuchtodowiththeconsumersimpressionotheirinteractionwiththecompanyasawholeasitdoeswiththephysicalproduct.DuPontboastsalocalizednetworkosalesproessionalssupportedbytechnicalexpertswhocanprovidemanagementadvicealongwiththeproductinquestion.DuPontsgoalThattheconsumerknowsheorsheisnotsimplypurchasingaproductthatwillboosttheirbottomlinetheyarepurchasingacommitment.WhenacustomerdecidestopurchaseaproductromDuPontPioneertheyunderstandthepromiseoqualitybehindthatproductthecommitmenttoresearchthatisbehindthatproductthecommitmentoDuPonttoplayakeyroleineedingtheglobalpopulationandthehonestyandairnessohowweworkwithourcustomerssaysMessman.DuPontPioneerhasaverystrongandaverypositivebrandimagethatsbeenearnedovertimebybeingareliablepartnerwithourcustomers.Someothekeytermsthatcomebacktousviamarketresearcharewordsliketrustworthyairrespectedandlikeableandthatsbeenbuiltbyservingourcustomersinawaythathelpsthemeelsuccessul.Itstoughtoimaginethatmanybeneitsittinginoneshoppingbag.Neverthelessacompanysabilitytodeliverthewholepackagehasbecomeessentialtosuccessintodaystightlycompetitiveseedindustry.BrandingSystemsIncreasinglyseedtraitsandchemistryarebrandedundersystemswhereallproductsrelatedtoproductionoaparticularcroparesoldunderblanketbrands.MonsantoslagshipherbicidebrandsystemRoundupReadyPLUSoersgrowersavarietyoproductsagronomicadviceandincentivesorusingherbicidesincludingcompetitorsproductstocombatweedresistance.Theplatormoersregionally-specicherbiciderecommendationsbycroptypeanddetailedherbicideprogramsthatcanbecustomizedbasedonweedpressure.IthinkwhatsbeencriticalorMonsantotodoandwhatwevedonesuccessullyishavingourbrandidentiedaspartoanoverallsystemsaysJohnCombestaspokespersonorMonsanto.WerecloselyidentiedwiththeRoundupReadysystem.IyouhaveanoverallsystemthatincludesboththetraitandtheherbicidethatmeanswhenyoubuyaRoundupproductitspartotheoverallsystemandwhetheryougrowcornsoybeansorcottonyouhaveasystemromMonsantothatprovidesproventraitsoptimumyieldeectiveweedcontrolandevenincentivesorusingcompetitorsproducts.Holisticsystemsliketheseoerconsumersassurancethateverypartothepackageisdesignedtoworkwitheveryotherpart.Thecorollaryisthatseedtraitsandcropprotectionproductsareconsideredpartsoawhole.Someofthekeytermsthatcomebacktousarewordsliketrustworthyfairrespectedandlikeableandthatsbeenbuiltbyservingourcustomersinawaythathelpsthemfeelsuccessful.MickMessman 12SEEDWORLD.COMChangingWiththeTimesWhetheritsseedorcropprotectiononoerMonsantoDuPontPioneerandMonsantosRoundupReadyPLUSpartnersValentandMANACropProtectionhaveallevolvedtheirbrandingstrategiesovertimetomeetspecifcconsumerdemands.Valentsproductportoliohaschangedquiteabitromitsorigins.OurparentcompanySumitomoChemicalCompanyLtd.hasanextensiveprimingandpelletingbusinessininternationalmarketssaysKevinHammillValentsvicepresidentoagoperationsandstrategy.Howeverseveralyearsagowerecognizedthatmanyoourpowerulandinnovativechemistrieswereneededbygrowersearlyintheseasontohelpprotectakeyinvestmenttheseedandtodeliverthepotentialothecrop.StartingwithouracquisitionoclothianidinasaplatormproductacrossseveralcropsValentbegininvestingmoreheavilyinresearchdevelopmentandacquisitionoseedprotectionsolutionsanddevelopingmultipleinternalandexternalcompoundstocreatethemarket-leadingportoliowerecontinuingtobuildupontoday.delivers.Ibelievemostcustomersmakeinitialpurchasedecisionsoanewproductbasedupontheirperceivedvalueowhatthenewtechnologycanoerthemandtheircropshesays.Soitisuptocropprotectioncompaniestomakesuretheyareeectivelycommunicatingthebrandbeneftstothegrower.RetailersandgrowersremainloyaltoourValentbrandsbasedonusconsistentlydeliveringonourbrandbeneftinturndevelopingbrandequity.BeyondGenericsMANACropProtectionhasalsoevolvedovertime.OriginallyourstartintheU.S.waslargelybasedinme-toopost-patentchemistryoerings.TodaywereataturningpointwherewereleveragingexistingchemistriestointroducemoreadvancedormulationsaswellasmixtureconceptssaysSaraThiedingmarketingleadorMANA.ThiedingnamesMANAsnewlineKlearSkyTechnologyasanexampleothecompanyslatestadvancedormulationstohitthemarket.TheKlearSkyproductlinedeliversequalorimprovedperormanceversusthecurrentactiveingredientmarketstandardswhilepromisingareducedimpactontheenvironmentanduniqueproductbeneftssuchasreducedskinsensitivityoroperatorsandreducedodorshesays.MANAstaskistocontinueafrmingthebeneftsoitspost-patentchemistrieswhilealsoclearlybrandingitsnewuniqueormulationsandwrappingthemallinthecompanysreputationordependability.FromabrandingstandpointwereinthemidstoanevolutionmovingMANAorwardanddoingabetterjobtellingourstoryaboutthebrandsandtheuniqueormulationsthatwerebringingtothemarketplacesaysThieding.Brandswithconsumercloutmaychangethewholelexiconoftheconsumer.Mostcustomersmakeinitialpurchasedecisionsofanewproductbasedupontheirperceivedvalueofwhatthenewtechnologycanofferthemandtheircrops.Soitisuptocropprotectioncompaniestomakesuretheyareeffectivelycommunicatingthebrandbenefitstothegrower.KevinHammillForValenttheabilitytocontinueoeringinnovationthatchangeswiththetimesiscoretothecompanyssuccess.HammillsaysthatcustomereedbackhasindicatedthatthewaveonewproductsandtechnologiescomingromValentinthepastseveralyearshasgiventhemnewmarketingopportunities.Asteadystreamoinnovationinturnincreasesbrandequityaslongascustomersandultimatelygrowersaresatisfedwiththeproduct.AnunderstandingotheproductsspeciicvaluesaysHammilliskey.Webelievebrandingphilosophystartswithaundamentalunderstandingotheadditionalvalueourtechnologydeliverstoourcustomershesays.Onceweunderstandthisvaluewewanttoembraceitculturallyandcommunicatethisbeneittoourcustomersthrougheverytouch-pointpossibleromthenameslogosandimagestotrainingmaterialspresentationsandcustomerserviceactivities.FromabrandingperspectiveValentsocusistocontinuallyremindgrowersothespecifcbeneftseachproductPhotocourtesyofMonsanto. JANUARY201313AutomatedLossinWeightSystemforourBulkTreatingCoatingSystemsNEWConsistentlyAccurateNoMoreMetersorMeasuringVesselsConstantlyMonitorsSystemFlowApplicationGTS10BulkSeedTreatingSystem3150CCSRotaryCoatingSystemUniversalCoatingSystemsintroducesALWSAutomatedLossinWeightSystemtobothourCCSRotaryandGTSBulkTreatingEquipment.OurcomputercontrolledALWSaddseverythingbyweightkeepingtheprocessconsistentlyaccurate.NomoremetersormeasuringvesselsALWSalsohasthebuiltinfeatureofconstantlymonitoringsystemowandapplication.IfthesystemdoesnotmakeweightwithintheoperationwindowALWSwillshutdowntheprocessandactivateanalarm.ForamoredetaileddescriptionofALWScontactustodayContactDaveWaldocell1-503-507-3499oce1-503-838-6568emaildaveuniversalcoating.netwww.ucoatsystems.comAvailablefor 14SEEDWORLD.COM14NotallgenericorcommodityproductspossesstheirownbrandsbutthisisapriorityorMANA.NotallcommodityproductsarecreatedequalThiedingsaysirmly.WeatMANAprideourselvesonthequalityandconsistentperormanceoourproducts.WecertainlystandbehindourproductsandwereinvolvedineverythingromormulationtopackagingatourlocalGeorgiaacility.Itsnotatypicalgenericmentalitywegoaboveandbeyondthatandwehavealotmoretooerthanthosewhosimplyseektomovebigvolumesocommodityproducts.Similarlywithregardtoseedasgenericvarietiesincreasinglyenterthemarketplacestrongbrandequitywillbekeyorseedcompaniesthatowntheoriginaltechnology.ForMonsantodependablebrandssuchasRounduphavecollectedsomuchbrandequitythattheyhavechangedthewholelexiconotheconsumer.InthesamewaythatmostconsumersreertoalltissueasKleenexevengenericsgrowersreertobothRoundupandgenericglyphosateproductsasRoundup.ThiscarrieswithitbothplussesandminusesorMonsantosaysCombest.Ontheonehanditspeakstothepowerothebrandbutontheotherhanditreducesthecompanysmarketshare.Imnotsureiitsagoodthingorbadthing.RoundupissuchanimportantpartoouroverallstrategytoservearmerssowecertainlyremindthemthatRoundupbrandherbicidesarethetop-o-the-lineproductshesays.Ultimatelyhoweverthereliabilityothebrandgivesitanedgeagainstanycompetition.TheproductworkssaysCombest.Wereknownlargelyasaseedandtraitscompanybutwerealwaysresearchingnewherbicidetechnologies.WecommercializedglyphosatesoarmersrecognizeMonsantoastheexpertsonit.AccordingtoCombestthelowerpriceogenericsmightinitiallyseemlikeapointintheiravorbutthevalueothebrandissuchthatthecostisasideissue.Itcomesbacktotheoverallstrategy.GrowersbuyingRounduparebuyingitaspartoasystemandparticipationinthesystemisabeneftallonitsown.OurRoundupherbicidesarepricedjustslightlyovergenericssowhenarmerslookatacheapergenericandthentheylookatsomethingaspowerulasRoundupwhenwerepricedsocompetitivelyarmerstellusitsaprettyeasychoice.Inadditiontothatyoutiethatintotheoverallsystem.WhenyoubuyRoundupherbicidesyoumightalsoparticipateinRoundupReadyPLUSandsomeotherprograms.GoingorwardRoundupReadyPLUSasabrandingsystemwillbeamajorocusorMonsanto.AndwhynotsaysCombestitsworking.ValueValueValueItsagiventhatsuccessulmarketingstrategiesbeginwithabelieinthequalityotheproductbeingsold.IyoudontbelieveintheproductwhyshouldconsumersbelieveinitmuchlessbuyityearateryearWhenitcomestomarketingseedandseedprotectiontechnologythisisparticularlytrue.Growersheavilyinvestedinthesuccessotheiroperationsandotenheavilyindebtcannotaordtomakemistakesontheirfelds.Proftabilityrequiresreliability.Growersbuybrandstheybelievewillstandthetestotime.Messmanbelievesgrowersmakepurchasingdecisionsbasedonthestrengthothebrand.Whatweveseenisthatthecustomerpurchasesthebrandandthentheypurchaseunctionalitywiththat.Sotheymaybelookingorinsectordiseaseprotectionbuttheoverridingactorinthatpurchasedecisionisthebrandhesays.AndwhatDuPontPioneersbrandoersthemissomethingtheyeeltheycantrust.Ithinkthe80-someyearsohistoryoDuPontprovidingagoodproducttheresalevelotrusttherethatwereprovidingthatprotectionwhetherromtraittechnologyortreatmenttechnology.Growersaresavvybusinesspeoplewillingtopayorvalue.Itsuptoseedandcropprotectioncompaniestoprovidetheconsistentvaluegrowersarelookingor.Andintheenditsthelevelotrustthatmattersmosttothesuccessorailureoabrand.JulienneIsaacs EmpoweringyoutodierentiateproftthriveGreenLeafGeneticsLLCisproudtoprovidehigh-performingAgrisuretraitsanddiversecornandsoybeangermplasmtotheindependentseedcompanymarket.WithGreenLeafyoullhaveAlargeup-to-dateselectionofplantgeneticsAccesstonewproductsandtechnologyassoonastheyreavailableThelatesttraitsfromSyngentaAdviceandfriendlyservicefromexpertsyoutrustCountonGreenLeafforthenewestthemostadvancedthebestforyourcustomers.800.445.0956www.greenleafgenetics.com2011Syngenta.AgrisureGreenLeafGreenLeafGeneticstheAllianceframePurposeicontheGreenLeaflogoandtheSyngentalogoaretrademarksofaSyngentaGroupCompany. SEEDPOSITIONINGISoneothetopfveactorstoproducingatopcropsaysRodOsthusoR.C.ThomasCompany.Howeveritcanbetrickyintodaysrapidly-evolvingmarketplace.Itwasntmanyyearsagothatnewly-releasedvarietiesremainedonthemarket15yearsorlonger.Todaynewtechnology-integratedvarietiesareonthemarketanaverageoonlythreeyearsorlessaccordingtoOsthus.InactOsthussaystheyarebeingreleasedsoastthatthereisnolongertimeorarmerstodowhattheyhavealwaysdonetryortestvarietiesbeoreplantingthemontheirarms.Itsthemillion-dollarquestionwithdoubletripleandquadrupletraitstacksbecomingthenormindustrywidehowdoseedcompaniesgettherightseedintherightplaceattherighttime16SEEDWORLD.COMProductPositioningGETITRIGHT JANUARY201317Ingeneralseedcompanieshavedroppedtheballnotonlywhenitcomestohelpingarmersmakedecisionsonwhichvarietiesandtechnologiestouseontheirarmsbutmoreimportantlywheretoplantthemhesays.Theyarestillputtingtheresponsibilityorthosedecisionsoncustomerseventhoughintodaysmarketplacethereisnowaycustomershavetheinormationtheyneedtomakethosekeydecisions.BeingSeedLeadersOsthussaystheproblemisnotjusttherateoproductreleasesandbrieavailability.Theproblemisthatseedcompanieshavecontinuedtoletgrowersbelievetheycanstillmaketheirownproductselections.TheyhaventputthemselvesintoaleadershippositionsothatcustomersrealizetheirlackoabilityandtheystartmakingthosedecisionsorthemsaysOsthus.Salesrepshaveallotheinormationonproductsandarmershavenone.WhythenisanyoneexceptthesalespersondecidingwhateacharmershouldbebuyingandinwhichfeldsthosevarietiesshouldbeplantedSalesrepshavealloftheinformationonproductsandfarmershavenone.WhythenisanyoneexceptthesalespersondecidingwhateachfarmershouldbebuyingandinwhichfieldsthosevarietiesshouldbeplantedRodOsthusSeedcompanieshavetakenontheroleothecarsalesmanwhenitcomestoworkingwitharmerssaysOsthus.Theymustmeetwithaarmerinterviewhimabouthisneedsshoothimapriceandthenlethimmakethedecisionhesays.AndaccordingtoOsthustheinterviewstepiscriticalorgettingtherightseedintherightplace.KnowYourCustomersNeedsEveryarmisuniqueeveryfeldisdierentandeveryarmerhashisownstyleomanagement.Thedaysosellingthesamevarietyto20armersandallowingthemtotreatthevarietyliketheywanttotreatitareoversaysOsthus.SittingdownwithaarmeranddevelopingacroppingplannotonlyaidsinvarietyselectionsaysOsthusbutitensuresproperproductplacement.Seventy-fvepercentoallvarietiesneverreachtheirullgeneticpotentialonarmsbecausetheyareplantedinthewrongfelds.HowmanyseedsellerstodayollowthefrstruletosuccesspriortosellingaarmerseedlookingatthefeldsfrstItsallabouthavingafeld-by-feldcroppingplanoreachcustomerOsthusexplains.Everyarmerneedsonebutewhaveonebecausemanyseedcompanysalesrepsjustaskthegrowerwhathewantstodothenwritestheorder.Nobodyunderstandstheimportanceofhelpingeachseedreachitsgeneticpotentialmorethanwedo.AtValentU.S.A.Corporationwerepassionateaboutdevelopinginnovativeproductsthathelpgrowersgetthebestreturnontheirinvestment.AndourparentcompanySumitomoChemicalCompanyLimitedisdedicatedtoinvestinginnewseedprotectiontechnologies.Weunderstandthateventhebestchemistriescanbemadebetterwiththerightformulationsandourexperiencedteamofworld-classresearchersworkstirelesslytodiscoverthem.Ourpatent-pendingLockTightTechnologyischangingthefaceofseedprotectionwithunmatchedretentionhandlingandperformance.Tolearnmoreaboutourstate-of-the-artseedprotectionproductstalktoyourValentseedprotectionprofessionalorvisitwww.valent.com.NurturiNgseed.ProtectiNgiNvestmeNts.valeNtseedProtectioNLockTightisatrademarkandProductsThatWorkFromPeopleWhoCareandVSeedProtectionareregisteredtrademarksofValentU.S.A.Corporation.2012ValentU.S.A.Corporation.Allrightsreserved.12S-1028Alwaysreadandfollowlabelinstructions. 18SEEDWORLD.COMbetrickywiththerapidly-evolvingtraitstackmixes.IntermsostatrainingBurrussayshiscompanyhasmonthlymeetingswherewediscussideasorhelpinggrowersmakegoodmanagementdecisions.Inbetweenwehavewebinarstosupportourstaandhelpthemsolvearmissues.Osthussayscompaniesneedtokeepitsimplewhenitcomestotrainingstaonwhatproductsareavailable.CompaniesneedtostoptrainingtheirsalespeopletobeagronomistsandstarttrainingthemtobeseedsellerssaysOsthus.Companiesaretryingtotraintheirsalesrepsontoomanythings.Itisimpossibleorrepstobecomeexpertsingeneticstechnologiesagronomyentomologycropprotectionertilityandsoon.ReactingtoWeatherManyproducersusethepastseasonasaguideorplanningorthenextonebutthatisntthebestpolicyorgrowerswhowanttogetthemostromeachacre.Insteaditsbesttohelpgrowersplanornextyearbytellingthemtolookatthelong-termweathertrends.Weatherchangesromyeartoyearandwecantpredictthenextgrowingseason.RatherthanusingthispastyearsdroughtasaguidegrowersshouldlookatseveralseasonsandrelyonthatinormationtomakedecisionssaysSt.Peters.Growersshouldlookatthemorelong-termtrendsintheirregionandintheirspecicelds.Noyearisthesameasthelastsoplanoratypicalseason.HoweverBurrussaysinsomecasesitishardtobreakoldhabits.Growershavespentalietimeoevaluatingproductsastheyharvesttoinfuencetheirdecisionmakingorthenextyearhesays.Thiswillinclude2012i2013isexpectedtobeanotherhotdryyear.I2013isahigh-yieldyearthenthe2012evaluationshouldbereducedinvalueorinfuence.Mostgrowerswillbeconsideringcropinsurancechoicesastheydeveloptheirplansor2013.OsthussaystheonusorcorrectseedplacementaterabadweatheryearcomesbacktotheseedsellerItisimportanttorememberthatregardlessoweatherconditionsvarietiesmustrstbeplacedintheirpropereldsandtreatedproperlyorthoseeldconditions.JulieMcNabbOsthuscomparesaeld-by-eldcroppingplantoadoctorschart.Thedoctorrecommendsthetreatmentandthenplacesitonachartorthepatienttoollow.Thepatientdoesnotdeviateromtheplanwithoutpermissionothedoctor.ThecroppingplanworksexactlythesamewayexplainsOsthus.JoshSt.PetersDuPontPioneercornmarketingmanageragreesandencouragesgrowersandseedsalesproessionalstoworktogetherinchoosingtherightproductortherightacre.AskyourselWhatarethecharacteristicsotheeldandwhattraitsareneededtogetthegreatestreturnoreachacreEvaluatetheagronomictraitsneededoreacheldandselectappropriatehybridshesays.Knowtheinsectpressuresoeacheldandchosehybridswiththerightinsectprotectiontraits.Selecthybridsthatmatchthetillageoperationwhetheritsconventionalminimumtillorno-till.Knoweachgrowerseldandchoosetheproductthatbesttsthecomplexneedsoeach.TomBurrusoBurrusHybridssayshiscompanywhichrepresentsmultipletraitsuppliersiswellawarethatproperseedpositioningcomesdowntoguringoutaarmersormorespecicallyeachspeciceldsneeds.Hesayshiscompanyrstmatchesthestrongestgeneticstotheeldorarmthenselectstheinsectandweedcontrolmeasures.WearerecommendingdierentmanagementpracticesordierentgrowersbasedontheircroprotationtheirgeographyandtheiranityorrisksaysBurrus.MostgrowerswillusetheCRWtraitalonesomewillrotatethetraitsotherswillrotatethecropandsomewilladdgranularinsecticidetothetraitinthemostseverepressureareas.Burrushasalsogonetowinterproductionthelasttwoyearstoensuresupplyothelatesttechnologiesandgeneticssogrowershavemaximumyieldpotentialoreveryacre.AndBurrussaystechnologyishelpingwiththeseedpositioningprocess.WenowhaveacomputerprogramcalledMyFarmsthatmatchestheidealproductstothesoiltypehesays.Itrecommendsthecorrectreugechoicesandcorrectamountounitsoracrestobeincompliance.Ourapproachhasalwaysbeentoprotecttheenvironmentandthetechnologythroughstewardship.KnowYourProductsBeyondknowingwhatyourcustomerneedsseedcompaniesalsoneedtoknowwhatproductsareoutthere.AndthatcanThedoctorrecommendsthetreatmentandthenplacesitonachartforthepatienttofollow.Thepatientdoesnotdeviatefromtheplanwithoutpermissionofthedoctor.Thecroppingplanworksexactlythesameway.RodOsthus JANUARY201319 20SEEDWORLD.COMagainstDuPontandinarulingagainstBayerBioscienceduetoinequitableconductDowAgroScienceswasawardedcostso5.3million.Indeedtheramiicationsocompaniestakinglegalactionagainstoneanotherwhilecollaboratingwitheachothercontinuestomakeheadlines.Butthismostcompellingenvironmenttriggerssomeobviousquestions.Howdoesthisaectthedecision-makingprocessAndwithnewtechnologiesconstantlydrivingthemarketplacedothesepatentinringementlegalchallengesalterorevenseriouslyimpedetheresearchanddevelopmentambitionsoanyfrmdoingbusinessintheseedworldAnattorneyworkingintheSeedCapitaloMinnesotacommunityoOliviaSteveHettigpointsouttheimportanceoprotectingintellectualpropertyinthisenvironment.Becauseitissuchafercelycompetitivebusinessseedcompaniesareveryconcernedaboutprotectingtheirintellectualpropertiesandwillspendtimeandmoneyhavingconfdentialityagreementssignedandenorcedhesays.Logicwouldsuggestthattwocompaniesincollaborationonsomethingwouldtemperthedesiretobringalawsuitagainsttheothercompanyorearoharmingtheexistingcollaborationormakinguturecollaborationslesslikely.HoweverithematterisimportantenoughIcouldseeonecompanybringingalawsuitagainstanotherwithwhomitisincollaboration.RodOsthuspresidentotheR.C.ThomasCompanyandaseedindustryveteranwithseveralyearsoexperiencedoingbusinessdevelopmentpresentationstoagribusinesscompaniessaysoveralllitigationisnottobeeared.Allseedcompaniesneedtobeawareotrademarksandtherealityopatentinringementbuttheydontneedtoearithesays.ThemostimportantthingcompaniescandoiscreatestrongrelationshipswithtechnologyprovidersthenollowtheirrulesinhowthoseArelegalwranglesintheseedworldimpedingorencouragingnewtechnologiestoenterthemarketplaceINWHATHASnowbecomeaglobalarenathecomplexitiesodoingbusinessintheseedworldaretakingonnewdimensions.Howevertheyboildowntoabasicproblemhowtoshareinormationwhilestillattemptingtomaintainlegalprotectionointellectualproperties.Insimplertermssuccessulbusinessesmustbegoodneighborswithoutsacrifcingfnancialopportunitiesintheprocess.RecentcollaborationsmakingheadlinesincludetheollowingSyngentaandDowAgroSciencesofferreducedrefugeoptionsBayerandPioneerlaunchnewseedtreatmentBayerandMonsantoentersoybeanagreementBASFandMonsantoexpandcollaborationsmaximizingcropyieldHoweveralsodrawingmediaattentionarelegalcasesinvolvingtheseedindustry.ForexampletwomajorcasesstillinprocessincludeDuPontsappealotheverdictthatwasreachedinavoroMonsantoinMonsantospatentinringementcaseSEEDWORLDWRANGLING JANUARY2013213400109thStreetDesMoinesIA50322800-247-6755www.bratney.comContactustodayforfullspecsandpricing.nReducesentryerrorsbysynchronizingbatchdataromaremotecomputernEasyselectionothebatchnumberbytheoperatoronthescalesHMInSmartanduser-riendlydatabrowsingtoolnEasydataexportingtoanExcel-basedtemplatebyasingleclicknE955BSMSretroftavailableMOSTACCURATEWAYTOTRACKRIBSCALEDATABlendingScaleManagementSystemBSMS 22SEEDWORLD.COMtechnologiesaretobeusedandmarketed.Iyoudontownthetechnologyyoucannotmaketherules.OsthuslistsseveralpotentialconsequencesolitigationwhencompaniesalreadyhavecollaborationagreementsApprovalandreleaseofnewtechnologyisoftendelayedtothemarketplace.Ithisisbreakthroughtechnologythisdelayhasnegativecostimplicationsorbothproducersandconsumers.Confusionwithproductionandmarketingstrategiesandwiththebuyingaudiencethearmer.Misinformationaboutthetechnologybecausecompaniesmayormaynotknowexactlyhowmuchinormationcanbeshared.Increasedcomplicationofthesalesprocessduetotheamountolegaldocumentationneededtoenorcetheuseotheproducti.e.warrantiesanddisclaimers.Suppliersmayshyawayfromofferingproductsandtechnologiesromcompanieswithareputationorbeinglitigators.ChicagopatentattorneyKeithParroLockeLordBissellandLiddellhasover30yearsoexperienceadvisingcompaniesintheseedindustryaswellasover15yearsomarketentrylitigationinthepharmaceuticalindustry.Hecharacterizestheseedindustryasbeingrelativelynewtodealingwithdisputesinvolvingutilitypatentswhileatthesametimedealingwiththeintricaciesolicensingagreementsjointventuresandothercollaborativeeortsonamorecooperativebasis.InthepharmaceuticalworlditisnotuncommontobeinvolvedinlitigationoncertainproductswhileatthesametimehavingjointventuresorproductcollaborationsonotherproductssaysParr.Companiesneedtostructuretheirinternaldecision-makingprocessestomakecertaintheymakerationaldecisionstotakeadvantageoacollaborationthatisavorablewhilestillbeingabletomakedierentdecisionsonAllseedcompaniesneedtobeawareoftrademarksandtherealityofpatentinfringementbuttheydontneedtofearit.Themostimportantthingcompaniescandoiscreatestrongrelationshipswithtechnologyprovidersthenfollowtheirrulesinhowthosetechnologiesaretobeusedandmarketed.Ifyoudontownthetechnologyyoucannotmaketherules.RodOsthusproductswheretheyhavedisputedissues.Parrsaysdecision-makerscanletemotionsstemmingromanadversarialsituationcompromisetheirabilitiestocontinuecollaboratinginotherareaswhentheywouldbewisertoremoveemotionromtheequation.IthinkitisimportantorcompaniestodevelopinternalstructuresandreportingprocessestoensurethattheyaremakingrationaldecisionsinalldisputedmatterswhilealsomakingrationaldecisionsonmatterswheretheywouldbebetteroworkingcooperativelyParrnotes.AskedwhetherwinningatanypriceshouldbetheambitionwhenlitigiousissuessuraceParrcautionsthatnooneeverwinscompletely.Inanyeventintheseedindustryitsimportanttohaveacompetitiveatmospheretobringouttheverybestinpeoplewhichverydirectlyleadstobetterproductshesays.Farmerswanttoseecompaniescompeting.Tothemthatmeansbetterproductsandtheongoingintroductiononewtechnologyiswhatmakesagriculturesuchanexcitingindustryorallparticipantsespeciallythoseinvolvedintheseedindustry.ParrwhoownsandoperatesourarmsinIllinoisandoneinWisconsinemphasizesthatarmerswanttoseecompaniesresolvedisputedlegalissuesbecauseseedandtechnologycompaniescontinuallydoingbattleinthecourtsprojectanimageouncertaintythattheAmericanarmerwouldliketoavoidgivenalltheothervariablesincludingweatheractorsthattheyhavetodealwith.CompromisingInnovationDoescontinuingconfictbetweenseedcompaniespotentiallyslowdowntheadvancementonewgeneticsnewtraitsandothertechnologiesParrbelievesitcan.Companiesmaydelaydecisionsaboutintroducingnewproductsitheyareconcernedaboutpotentialpatentinringement.Butitisalsoimportanttoencourageandrecognizeinnovation.Decision-makerscanletemotionsstemmingfromanadversarialsituationcompromisetheirabilitiestocontinuecollaboratinginotherareaswhentheywouldbewisertoremoveemotionfromtheequation. ThewaytogreatSeedSolutionsisalwaysacrosstheelds.WithSeedSolutionsfromBASFyougetthemostinnovativeproductsandtechnologiesforseedtreatmentdevelopedinclosecollaborationwithseedcompaniesandgrowersfromaroundtheworld.BasedonthecombinationoffocusedRDandtheknowledgefromtheBASFGroupourtailor-madesolutionsareabletomeetyourindividualneeds.Theyprotectandincreasethevalueoftheseedandtheemergingplantmakingtreatedseedsanintegralpartofcropsolutionsandtheseedindustryanessentialpartofthegrowersinvestmentdecisions.www.solutions-for-seeds.com 24SEEDWORLD.COMAleaderinthedesignandmanufactureofpackagingautomationsystemsandequipment.Established1969.Refuge-in-BagSystems.Netandgrossweighapplications.Single-unitandbulkapplications.ElectronicBaggingScales.Netandgrossweighscales.Refuge-in-a-bagsystemsandSeedCalcenabledelectronics.BulkBagBoxDrumPacking.TaylorProductsIBC3000modulardesignallowscompleteflexibilityfromafree-standingmanualoperationtoafullyintegratedandautomatedsystemhandlingbagsdrumsandboxes.TAYLORMADEBAGGINGSOLUTIONSELECTRONICBAGGINGSCALESBULKSTORAGEFILLINGREFUGE-IN-BAGSYSTEMSwww.taylorproducts.comTollFree888.882.9567Phone620.421.5550Fax620.421.55312205JothiAve.ParsonsKansas67357ExperienceEngineeringandEquipmentinOneNeatPackage.LEARNMORESomecompaniesdontalwaysaccessandanalyzeenoughinormationinattemptingtodevelopandintroduceanewproductimanagementbecomestoopassivebecauseolitigationearshesays.AlthoughwiththeInternetandothermoretraditionalsourcesoinormationasubstantialamountoinormationmaybepubliclyavailableaccessingthatinormationandutilizingitinadecision-makingprocessdependsuponamanagementteambeingableandwillingtodososaysParr.Iagreethatsomecompaniesmightbeslowaboutenteringintoacollaborationparticularlyithecompanytheyhopetodealwithisalreadyengagedinlitigationhesays.Theywontwanttobetherecipientoasubpoena.Theywontwanttoappeartobeaidingorassistingoneortheothersidesothepotentialdispute.Bythesametokentheseedindustryapparentlyisalreadyenteringintorelationshipswhichbeneftbothpartiesandtherevenuestreamoeachparticipant.ContractualprotectiontolimitthedownsideriskisthekeytomakingcollaborationsworksaysParr.Osthusreasonsthatthegreaterthedevelopmentcostoaparticulartechnologythemorelikelythecompanywillbetoprotectitaslongasitcan.Releasingaparticulartechnologytotheindustrymightgeneratemoreincomebutsuchatacticotenhastensthecommoditizationothetechnologywhicherodeslong-termproftability.Recognizingthatfrsttomarketisthemantraotheseedworldhesuggeststhatlitigationsometimesdoesnothingmorethanslowdowntheultimateintroductiononewtraitsandnewtechnologiesbyothercompanies.Wheretrustingandhonestyagreementsusedtobesupportedbyahandshakethatnolongerexists.Litigationtoalargeextentnowbothcontrolsandrefnestheentireprocessohowuturetechnologieswillbedeliveredandused.DickHagenCompaniesmaydelaydecisionsaboutintroducingnewproductsiftheyareconcernedaboutpotentialpatentinfringement.Butitisalsoimportanttoencourageandrecognizeinnovation.KeithParr JANUARY201325ExperiencetheuniquenessandmonochromaticanonymityofKannarSeedKOTEcolorsandpolymersforyourself.BlendinandstandoutFREETRIALOFFERTryourtruecoatingsolutiontodemonstrateoursuperioritycompatibilityandeaseofuse.IntensecolorsallseedsPlatinumpolymerssoybeanVisitwww.kannargroup.comfreeseedexperienceTheSeedKOTErangeofproductsisdesignedwithseedenhancementinmind.KannarEarthScienceLtd.2220NorthmontParkwaySte250DuluthGA30096Phone678475-1155Fax678623-5849www.KannarGroup.com Aseven-stepprocesstomovingbeyondthesalestransactionandintoamoresustainablepartnershipwithcustomers.26SEEDWORLD.COMTHESALESTRANSACTIONBEYOND JANUARY201327ProspectingOteninestablishedseedbusinessesnewsalespeoplewillstartworkingromalistocurrentandpreviousclientsbuteventuallytheyneedtofndnewprospects.Therearemanywayssalespeoplecanbuildtheirprospectlist.Bypartneringwiththemarketingdepartmenttheycanidentiysegmentsopotentialcustomerswhoalignwellwiththecompanyscompetitiveadvantages.Forexampletheymightdecidetoocusonarmerswith5000ormoreacresprogressivearmersorarmerswithcertainsoiltypes.Theremayalsobearmerswhohaveattendedthecompanyseventslikefelddaysbuthaveyettomakeapurchase.Thosearealsoidealcandidatesorasalespersonslist.Downeysuggeststhatiacustomerhasseenpositiveperormanceromacompanysseedsalespeopleshouldaskorreerralstootherarmers.IthesalespersoncanclearlyarticulatewhatmakeshiscompanyuniquethenwhenheasksorreerralshesnotjustsayingWhoelseshouldIpeddlemyproductstoDowneyexplains.JENNALANGLEYasalesrepresentativeatMycogenSeedsisexcitedtogotoworkeveryday.MyarmersandretailersarethepeoplethatIwakeuporLangleysays.EachmorningwhenIgetinmypick-upIocusonhowIcanaddvaluetothecustomersoperationsandIknowwhenIseemycustomersitgoingtobealotoun.Atthesametimesheknowsitsgoingtobehardworktoo.Langleycovers15countiesinnorthwestIndianaandmanagesrelationshipswith50customers.Herpositionissimilartomanyseedsalespeopleandonethatgetsincreasinglymorechallengingasarmersbecomemoresophisticatedintheirbuyingdecisions.Knowinghowtogainadeepunderstandingotheircustomersoperationsandidentiyingtheirlong-termgoalswillallowseedsalespeopletomovebeyondthetransactionandintoamoresustainablepartnershipwiththeircustomersaccordingtoScottDowneyproessoroagri-salesandmarketingatPurdueUniversity.ToachievethatpartnershipDowneysuggestsworkingthroughaseven-stepprocesswhichstartswithidentiyingpotentialcustomersthroughprospecting. 28SEEDWORLD.COMBuildingTrustItsimportantorsalespeopletobuildtrustwheninitiatingrelationshipswithprospectivebuyers.Trustisestablishedthroughsalespeopleswordsandactionssuchasbeinghonestanddoingeverythingtheycantodeliveronanypromisestheymakeduringasalesvisit.Evenactionslikeshowingupontimearevitalwhenbuildingtrust.IIshowuplateorwithoutanappointmentitsaystothecustomerthatIcaremoreaboutmyschedulethanIdoabouthisDowneysays.Beingasalespersondoesntnecessarilymeanhavingalltheanswers.Sometimesitmeanssolvingproblemstogetherwiththecustomer.Byworkingwiththecustomerasapartnerthesalespersoncanbuildtrusttoagreaterdegreeandaddresssomeothechallengesthecustomerencounters.Langleyknowsthatshewontalwayshavetheanswerbutsheiswillingtofndtherightresourcesuchasoneothecompanysagronomiststohelpindasolutionorhercustomers.ItrytotreateacharmlikeitwasmyownLangleysays.IwanttomakesurethatImnotover-promisingorunder-deliveringandthatmycustomersproftinthemostpositivewaythattheycan.UnderstandingCustomerNeedsWithalevelotrustestablishedsalespeoplecanbegintoaskquestionsthatprovidemorespecifcinormationaboutthecustomersoperationnotjustwhattheywanttobuy.Forexampleasalespersonshouldknowhowthearmoperatesonadailybasiswhatthearmerbelievesheneedsinordertooperatesuccessullywhatresourceconstraintshesacinghowthearmerwantstogrowhisoperationthelong-termgoalsorthearmetc.Thisistheinormationthatsdrivingthearmerspurchasingdecisions.SelectingandPresentingValueArmedwithknowledgeaboutthecustomersgoalsandneedsthesalespersoncaninitiateaconversationabouthowhercompanysproductswillhelpthecustomerachievesomeohisgoalsormeetavitalneed.ItsallaboutrelatingthevalueaproductoersinawaythatismeaningultothecustomerDowneyexplains.RatherthansayingThisseedwillaccomplishthisbecauseithasthistraitthesalespersonshouldrelatethevaluetothecustomerinawaythatconnectsbacktothethingsshelearnedwhendevelopingherunderstandingothecustomer.DealingwithObjectionsWhileworkingwiththeircustomerssalespeopleshouldtrytorememberthatintodaysmarketplacebuyingseedisahugedecisionorarmers.Seedchoicedictatesthetypesochemicalsthatwillbeusedandhowtheyreappliedaswellastheequipmentthataarmerwillownandwhattheircroprotationwillbe.Financinganddiscountingalongwithweatherandsoilvariabilityimpacttheirdecisiontoo.FarmersaregoingtoexplorecompetingoerswhenmakingsuchasignifcantdecisionandsometimestheeasiestwaytoboilitdownistosayHowmuchdoesitcostPricemaynotbetheprimaryobjectionthatacustomerhasbutitsalmostalwaysimportant.Thesalespersonshouldexplainindollarsandcentswhyhisseedistherightchoiceorthearm.Thesalespersonshouldreerbacktohisunderstandingothecustomersoperationandexplainthevalueohisseedintermsothecustomersmainobjectiveproftandyieldorcost.ObjectionsmustbeapproachedrealisticallyandwithconcernDowneyadvises.MycustomerknowsthatIbeneftromasalesoIdontwanttohidethat.ButIalsohavetomakesurethatthedecisionsImrecommendingwillbeneftmycustomerinthewaysthatareimportanttohim.IIdontdothateectivelythenitunderminestrust.SecuringAgreementClosingthesaleisaboutsecuringthearmersagreementandmanaginghisexpectationsatthesametime.Itismorethangettingthecustomertosayyesorsignacontract.Thisisthetimetodiscusswhenthecustomerwillhearromthesalespersonagainandwhenthecustomerwillreceivetheseed.Sometimesacustomermayalsoneedtoberemindedaboutthedecisionthattheyhavemade.UnderstandingCustomerNeedsSelectingandPresentingValueDealingwithObjectionsSecuringAgreementFollow-UpBuildingTrustTherearemanywayssalespeoplecanbuildtheirprospectlist.Bypartneringwiththemarketingdepartmenttheycanidentifysegmentsofpotentialcustomers. JANUARY201329WWW.AGECON.PURDUE.EDUAGRIBUSINESS85ONLINEMS-MBAINFOODANDAGRIBUSINESSMANAGEMENT2DEGREESNOTHESISORDISSERTATION5ONE-WEEKRESIDENCIESChoosingagraduateschoolistoughbutthequalityofourprogrammakesiteasy.In27monthsyoucanearnanMBAfromtheIndianaUniversityKelleySchoolofBusinessandanMSinagriculturaleconomicsfromPurdueUniversity.YOURDECISION.EAEOUContactLuannaDeMay765494-4270luannapurdue.eduJANAHAGEMANCLASSOF201227MONTHS 30SEEDWORLD.COMBecauseothecomplexityintodaysmarketitseasyorthecustomertoremembereaturesoaproductthesalespersontalkedaboutbutthearmerchosenottobuyDowneysays.Sometimesasalespersonneedstounsellorremindthearmerabouttheirconversationsandresetthearmersexpectations.Follow-UpWhenthepaperworkisfnishedandtheexpectationsaresetitstimetodeliverandollowup.Thebiggestwaytobetraytrustinarelationshipistonotdeliveronpromises.Thesalespersonshouldhelpthegroweranalyzeperormanceaspartoollow-upandassessmentornextyearthatmeanscomingouttolookatthefeldDowneysuggests.Itsagoodideatotakepicturesoemergingseedlingsandduringtasseling.Itsalsocriticaltorevisitthegoalsthearmersaidhewantedtoaccomplishandhowthesalespersonsvaluepropositionwillhelphimdothat.Thesalespersonshouldensurethathehasdeliveredtheexpectationsheinitiallydiscussedwiththearmerandthatthoseexpectationshavenotchangeddrastically.Iasalespersonsonlyollow-upcomesthenexttimethecustomerisreadytomakeabuyingdecisionthenthesalespersonreallyisntapartnerinthebusinesssaysDowney.Inthatcaseyoudonthaveapartnership.Youhaveanannualtransaction.Following-uppositionsthesalespersontoselltothearmerorthenextyear.Thatswhenthesalesprocessbecomescyclicalandthesalespersoncaninitiateanotherconversationaboutthearmersgoals.Downeysuggestslookingattheweatherandpestthreatsthatmayhaveaectedtheoriginalseed-buyingdecisionandbringingthembackintotheconversationabouttheselectionprocesstheollowingyearinordertoensureanongoingrelationship.Langleycallsonherarmersmultipletimesthroughouttheyeartostrengthenandmaintainherpartnerships.AlthougheachcustomerwritesacheckorseedjustonceayearIspendtimewiththemthroughouttheyearbuildingpartnershipsandtrustwhichisvitaltooursuccessLangleysays.Buildingrelationshipswithmycustomersismyavoritepartothejob.HelpingthemreachthehighestpotentialontheiracresisthereasonthatImhappytogotowork.MeganSheridanandKristynChildresEditorsnoteMeganSheridanisthemarketingdirectorandKristynChildresisthemarketingassistantattheCenterforFoodandAgriculturalBusinessatPurdueUniversity.Buildingrelationshipswithmycustomersismyfavoritepartofthejob.HelpingthemreachthehighestpotentialontheiracresisthereasonthatImhappytogotowork.JennaLangley JANUARY201331207QueenElizabethBlvd.WestBox519KamsackSaskatchewanSOA1S0CanadaPhone306-542-2439TollFree1-866-368-9306Fax306-542-3951UnifedAgSolutionsEmailroger.nesbittunifedagsolutions.com.Phone308-380-0189 32SEEDWORLD.COMsmoothoperatorMeridianSmoothWallbinsofferindustryleadingqualityandversatilestoragecapabilities-BUILTTOSTORE. JANUARY201333timesaverMeridianSeedTendersbringaproventrackrecordofsuccessintheeld-BUILTTOMOVE. fastandefficientMeridianConveyorsfeaturetheMeridiancrosscleatedbeltandaneasycleanoutbottom-BUILTTOMOVE.ultrareliableMeridianAugersensuredependabilitywithsuperiorcraftsmanshipandsuperedgefighting-BUILTTOMOVE. 2013MeridianManufacturingGroup.RegisteredTrademarksUsedUnderLicense.2013MeridianManufacturingGroup.RegisteredTrademarksUsedUnderLicense.2013MeridianManufacturingInc.RegisteredTrademarksUsedUnderLicense.www.meridianmfg.com BACKTOBASICSTobesuccessulseedsellersmusthaveawell-builtbusinessplaninplacenotonlytounderstandhowtheyaregoingtoenterthemarketbutalsotodeterminetheinteractionstheyaregoingtohavewithgrowers.Oncedealersorlicenseesunderstandhowtheirbusinessmodelftswithintheindustrytheymustidentiyplaceswithinthatmodelwhereadditionalinormationmaybeneeded.AswellasbeingtechnicallysavvyandpossessinganunderstandingoboththetraitsandthegermplasmaseedsellersknowledgeowherethemarketisheadingandhowtheycandoabetterjoboeducatinggrowersisessentialsaysVaughn.PUTITOUTTHEREInormationgatheringisanimportantcomponenttostayingontopotheevolutionotraits.AttendingseedindustryvenuessuchastradeshowsAeaturedsegmentdesignedtosharebusiness-criticalinormationtoseed-sellingproessionals.VisitSeedWorld.comtodownloadthisdepartmentandothertoolstohelpyousellseedtoarmers.ConrmingSeedOrdersSTRATEGYAeaturedsegmentdesignedtosharebusiness-criticalinormationtoseed-sellingproessionals.VisitSeedWorld.comtodownloadthisdepartmentandothertoolstohelpyousellseedtoarmers.KeepingUpwiththeEvolutionofCornTraitsandconerencesaswellaseventsputonbyseedcompaniesandtraitprovidersoersnumerouswaysoexchanginginormationonnewproductsandtechnologies.Peoplelearnindierentways.Someothatisthroughreadingsowemakesuretheresinormationavailableaboutourproductsthatway.Thenthereareace-to-aceconversationswhereweallhavethechancetointeractwitheachotherespeciallyatmeetingsandconerencesandthoseareasimportantasanythingsaysVaughn.Whileattendingeventsandvenueslisteningtoandaskingquestionsopresentersisessential.IntheendretailersandlicenseeshavetomakeuptheirmindsabouthowtheyregoingtopositiontheproductswithgrowersandwewantthemtobeabletodothatwithasmuchknowledgeaspossiblesaysVaughn.Theygetpiecesoinormationromthesedierentvenuesandtheybuildthatbackintotheirbusinessplanspredicthowsuccessultheyregoingtobeevaluateitheyweresuccessulornotandthencontinuetoevolvethatovertime.Theirviewothemarketmaybemorespecifctotheirregion.Theyneedtounderstanditaskthequestionsandgettheinormation.Thiscanbeanongoingprocessbecausethemarketischangingquicklywehavenewinnovationscomingalongnewsystemsoroptimizingyield.TWO-WAYSTREETGettingtherightinormationonnewproductsandtechnologiesiscriticaltotheseedsellersandinturntheirgrowercustomerssuccess.Howeverthisprocessisatwo-waystreetsaysVaughnwithresponsibilitiesortheexchangeoinormationowinginbothdirectionsromtheseedcompaniestraitsupplierstotheirretailerslicenseesandontotheircustomersandretailerslicenseesprovidingquestionsandeedbacktotheseedcompaniestraitsuppliers.WecanprovidealotoinormationbutisittherightinormationorthatparticulardealerorretailerThereissomeresponsibilityontheretaillicenseesegmenttoprovidethequestionssotheyregettingtheanswerstheyneedromtheirseedcompaniesortraitsupplierssaysVaughn.WelistentowhatretailersandlicenseesaretellinguswhatgrowersAttendingseedindustryvenuesoffersthatessentialexchangeofinformationneededtostayontopoftraits.36SEEDWORLD.COMTHECOMPLEXITYofcorntraitsandtechnologiesbeingofferedisincreasingastheirevolutionprogresses.HowisaseedsellertokeepuptospeedletalonestayaheadofthecurveontheinformationrequiredtoeffectivelypositionandsellproductsaswellaseducategrowercustomersTyVaughnU.S.cornproductmanagementleadatMonsantoCompanyofferssometips.PhotocourtesyofASTA. aretellingthemtheyneedandthechallengestheyareacing.Welistentothatandincorporateitintoourstrategies.Wegothroughthedierenttrainingsessionstomakesuretheyregettingtheinormationtheyneedandtheirquestionsanswered.Theyrethenabletorepresenttheproductstothegrower.IthatdoesntworkitsabigmissoralloussaysVaughn.Onesizedoesntftall.Itsunderstandingtheneedspecifcallyoabusinessandthenbeingabletosupplytheinormationtheyneedtobesuccessul.BUILDINGBRIDGESIntheendbuildingstrongrelationshipsallthewaythroughthesupplychainenhancestheexchangeoinormationessentialtobusinesssuccess.Itsreallyaboutdevelopingthoserelationships.Wereveryopentothatbridge-buildingbetweenourseedpartnersandretailandwhatweredoingasacompany.WehavetobuildconfdencethroughouttheentirechaininordertogetthegrowertobelievethevalueisthereintheproductssaysVaughn.TRAITTALK2013INTHEBAGSimplicityandvaluearethewatchwordsothedaywhentalkingaboutthenewtechnologiesonoerandsingle-bagreugeoptionsorgrowersprovidebothwhichisgeneratingalotoexcitementintheindustry.OptimumAcreMaxXtremedeliversbothsaysJonLightnerseniorresearchdirectoroDuPontPioneer.Whatweredeliveringtogrowersisindustry-leadingrootwormcontrolinthesimplestconfgurationorthemtodeliverwithblendedreugetwoindustry-leadingrootwormtechnologiesinasinglebaghesays.Wetalkaboutitascustomer-ocusedbiotechnology.WhatwehearromgrowersisthatwithtightplantingtimelinesandbigacreagessimplicityingettingthecropinthegroundwhilecomplyingwithregistrationrequirementsandEPArequirementsisabigvalue-addorthem.MonsantosGenuityreuge-in-a-bagplatormhasshownoutstandingperormancesaysVaughnandisnowavailablewithallGenuitytraitpackages.Thisisthefrsttimeintheindustrythatagrowerinthenortherncorn-growingregiondoesnothavetothinkaboutwherehesgoingtobeplantingareugewhenhebuysaRIBCompleteproduct.WenowhaveallthreeplatormsasRIBCompleteproductsincludingGenuitySmartStaxRIBCompleteGenuityVTDoublePRORIBCompleteandnowGenuityVTTriplePRORIBCompletegivinggrowerschoiceandsimplicitysaysVaughn.DowAgroSciencesReugeAdvancedwhichalsooersasingle-bagsolutionisdrawinggrowersattentionoritsconvenienceandvaluesaysBenKaehlerDowAgroSciencescommercialleaderorU.S.seedafliates.GrowersunderstandtheperormanceandconveniencethatitbringsThevalueorretailersandseeddealersistheyregoingtobeabletomanagetheirinventorieseasier.HopeullytheywillbeabletocarrylessSKUsintheirorganizationandtheirpeopleoutsellingseedwillonlyhavetorepresentonehybridinsteadomultiplehybridsorasinglefeld.SyngentasAgrisureViptera3220E-ZReugeandAgrisure3122E-ZReugewillalsoprovidegrowerswithasingle-bagoptionoreaseousein2013meanwhileAgrisureViptera3111and3110continuetogainsignifcantgroundinthemarketplacethankstoleadingcontroloabroadrangeoLepidopterasaysPatSteinercornportolioheadorSyngenta.DROUGHTTOLERANCEIn2013growerswillwantsomestraighttalkondroughttoleranceproducts.AccordingtoLightnerPioneersOptimumAquaMaxperormedexceptionallyin2012.Acrossthatline-upwesawanaverageo8.9percentyieldimprovementinstresssituationsandinnon-stresssituationsanaverageyieldadvantageotwopercent.Ateranextraordinarydroughtyearwhereweknowmanygrowershadchallengeswesawreallygoodsuccesswiththeproductswiththistechnologyandwearereallyexcitedaboutitspotentialor2013.SteinersaysSyngentasAgrisureArtesiantechnologyisprovingtobeavaluabletoolincombatingdrought.In2012AgrisureArtesianvarietiesprovided16.8percentbetteryieldthanthetrialaverageundersevereandextremedroughtconditionshesaid.SHIFTTOSYSTEMSInadditiontohelpinggrowersprotecttheiryieldsinwater-stressedJANUARY201337 environmentsMonsantosDroughtGardHybridsalsointroduceanewpathforwardfortheindustryasystemapproachtooptimizingyieldsaysVaughn.Inthesimplestoftermsitsthetraitsthegermplasmandtheagronomicpractices.TheDroughtGardsystemisawholesystemversusasinglecomponentmakingitagreattoolforgrowerstohelpmitigaterisk.ThebiotechtraitincludedinDroughtGardHybridsisaddedtoageneticplatformthathasalreadybeenunderselectionfordroughtstress.ThenextstepsaysVaughnisusingthatpackagethegeneticsandthetraitinanoptimalwayinaparticularmarketsuchasthedryregionsoftheWesttoincreaseyieldunderdroughtconditions.Growershavehadgeneticsinthepastthenwegavethemtraits.Nowweregivingthemagronomicrecommendationsonhowtooptimizeeverythingthattheyrealreadyusing.InadditiontoDroughtGardHybridsIntegratedFarmingSystemsisanewplatformfromMonsantothatwillbeusedinthefuturetohelpmaximizeyieldpotentialonthefarm.IFSbringstogetherMonsantosuniqueunderstandingofhowplantgeneticsperformindifferentenvironmentsandcombinesthatknow-howwithprecisionequipmentandadvanceddataanalysistohelpfarmersmaximizeyieldpotentialonthefarmsaysVaughn.ThisanalysisalongwithMonsantosextensivehybridtestingprocessmakeMonsantosIFSplatformuniqueintheindustry.SimilarlyDowsnewEnlistWeedControlSystemforcornoffersgrowersmorethanasinglecomponent.OneoftheinterestingaspectsaboutEnlistisitsatotalpackagewehavethetraittheherbicidesolutionandastewardshipprogramallundertheEnlistbannersaysKaehler.RegulatoryapprovalforEnlisttraitsareexpectedinthecomingmonths.MULTIPLEMEANSWiththeriseofherbicide-resistantweedsthedevelopmentofherbicidesofferingmultiplemodesofactionisanessentialtooltoaddtoagrowerstoolkit.BayerCropSciencehasreleasedtwoselectiveherbicidesCaprenoandCorvustohelpgrowerseliminatethehardiestofweeds.Caprenodeliversseason-longcontrolofthetoughestweedstodeliveranamazingend-ofseasonclean.Corvusoffersconsistentone-passgrassandbroadleafcontrolatanultra-lowuseratesaysJeffSpringsteenselectivecornherbicidesmarketingmanagerforBayerCropScience.BothCaprenoandCorvuscanbeusedinatankmixwithglyphosateandatrazineforfourmodesofactiontokillresistantweedshesays.EducatingYourSalesStaffKeepingupwiththeevolutionoftraitsisaconstantlearningprocesssaysTomBurruspresidentofBurrusHybridsbutnecessaryforcompaniesthatwanttodomorethanjustofferproductstotheircustomers.Burrusstaffmembersareroutinelyeducatedaboutthelatesttechnologiestoensuretheycanbestadvisegrowersonhowtousethetraitseffectivelyandtotheirmaximumadvantage.Tostayontopoftheinformationassociatedwiththeever-growingnumberoftraitsonofferBurrususesmanystrategiessuchasmonthlyface-to-facemeetingsandbiweeklyletterstodiscussnewproductsandtechnologiesimprovementsandadvancementswithdealers.Salesstaffalsoparticipateinbiweeklywebinarstokeepuptodateonwhatsnewwhatscomingandhowtouseit.OtherapproachestokeepingBurrusemployeesabreastoftheevolutionoftraitsincludethefollowingCheatsheetsAchartorlistofimportantinformationcontainingthenameofthetraitcomponentsinit38SEEDWORLD.COMTomBurruspresidentofBurrusHybrids andhowmuchreugeisrequiredtoworkwiththatproductcanaidallstamembersespeciallythosewhodonotdealwithtraitsonadailybasis.ThepertinentinormationisthenrightinrontoeveryonesaysBurrus.PopquizzesAssessingandevaluatingstaonproductknowledgeisavaluabletooloranorganizationtoidentiygapsinunderstanding.BurrususesTurningPointsotwareorstaeducationandhesounditcanalsobeagreatmotivator.Realizingtheresgoingtobeanexamithelpsmotivatethemhesays.MonitoringproductmixesWhentraitmixesaremonitoredadjustmentscanbemadeoruturerecommendations.OneothethingsmybrotherTodddoesisheregularlypullsouttheordersplacedinaterritoryandlooksatthetraitmixthegeneticmixandthendiscusseswiththesalespersonorcustomerwheretheirproductmixshouldbeadjustedastheygoorward.WemonitoritonthebacksideastowhatdealersandcustomersarebuyingsaysBurrus.MATCHMAKERSThekeytokeepingupwiththeevolutionotraitsisunderstandingthestrengthsoeachtraitsaysBurrus.Thenyouneedtolookatthegeneticsinvolvedheadds.Customersuccessdependsonmatchinggeneticsandtraitshesays.SometimeswehaveanewtraitpackagebutitmightnotworkineverygeographybecausethegeneticsmightbedesignedoraparticularareawithinthatgeographysaysBurrus.Growerstendtogravitatetowardtheproductsthatoerthemthemostconvenience.RightnowsaysBurrusthemostconvenientoptionsarethesingle-bagreugeproductshoweverwithoutconsiderationotheseedsgeneticsgrowersmaybeleavingmoreonthetablethantheyareaware.Thegrowerwouldleaveaproductinthewarehousebecausehewantstheconvenienceothesingle-bagreugebuthemightbeleavingproftabilityoutohisarmbecausehedidntusetherightgeneticpackagethatmaybeisntavailableyetinareuge-in-a-bagproduct.Inthesecasesitisimportantthedealerexplainstothegrowerthattheresotenatrade-osaysBurrus.Togototheultimateinconveniencetodaymightbesacrifcingsomepotentialyieldorexampledoyouwanttogoorthehighestyieldandmaybeuseastructuredreugeordoyouwantmoreconvenienceinhavingahigherpercentageoralloyourproductmixinasingle-bagreugeSogreatistheimportancesaysBurrusomakingtherightmatchbetweengeneticsandtraitshiscompanyhasrecentlypartneredwithtechnologymanuacturerMyFarmstocreateaweb-basedseedselectionprogramtoidentiythebestseedvarietyorparticularsoiltypes.MyFarmstakesthemanagementothegrowerandhissoiltypesbyfeldandhelpsmakethebestrecommendationsormaximizingyieldhesays.Burrusalsopreerstosellapackageoproductswithvariousgeneticbackgroundstoachievediversifcationhelpingtospreadthegrowersrisk.Althoughongoingeducationthroughanumberodierentmeansiscentraltostayingontoponewproductsandtechnologiescorrectlypairinggeneticsandtraitsandproperpositioningothosepackagesinarmersfeldsisequallyimportant.AndmatchmakerssuchasBurrusbringitalltogetherensuringtheircustomerssuccess.JANUARY201339Keepingupwithnewtraitsandtechnologiesisaconstantlearningprocess.PhotocourtesyofBurrusHybrids. JANUARY201341FAOPROPERINVESTMENTINAGCRITICALAnewinvestmentstrategyisneededthatputsagriculturalproducersatitscentersaidFAODirector-GeneralJosGrazianodaSilvainastatementforthereleaseoftheorganizationsflagshipannualreportTheStateofFoodandAgriculture2012.THECHALLENGEISTOFOCUSTHEINVESTMENTSINAREASWHERETHEYCANMAKEADIFFERENCE.ThisisimportanttoguaranteethatinvestmentswillresultinhigheconomicandsocialreturnsandenvironmentalsustainabilitysaiddaSilva.Newdatacompiledforthereportshowthatfarmersinlow-andmiddle-incomecountriesinvestmorethan170billionayearintheirfarmsabout150perfarmer.Thisisthreetimesasmuchasallothersourcesofinvestmentcombinedfourtimesmorethancontributionsbythepublicsectorandmorethan50timesmorethanofficialdevelopmentassistancetothesecountries.BIOENERGYBELTAccordingtoBillMcCutchenexecutiveassociatedirectorofTexasAMAgriLifeResearchthesoutheastUnitedStateshasthepotentialtobecometheSaudiArabiaforproductionofdedicatedenergycrops.ItstheBioenergyBeltsaidMcCutchenattherecentGrowingTexasConferenceheldinCollegeStationTexas.Cornisnotthewaytogrowourbiofuelsindustry.Whatwearegoingtoseeisanemergenceofcellulosic-basedconversionfacilitiesandwhenthisinfrastructureisinplacewewillseeanewsetofdedicatedenergycropsthatwillcomplementfoodandfibercrops.Wearestartingtoseethedeploymentofcellulosicandbiomassconversionfacilitiesforbiofuelsbeingputintoplace.SYNGENTABECOMESCANADASNEWESTCANOLASEEDPLAYERThisisanexceptionaltimetobeinthecanolaseedmarketgiventheextentofbreedingandvarietaldevelopmentactivitiesgoingonacrossthecountryexplainsDaveSippellheadofdiversefieldcropsinNorthAmericaforSyngenta.Ourapproachistotakeadvantageofthebestthattheseactivitieshavetoofferallowingustocollaboratewithavarietyofcanolaprovidersandbreederstoselectthegermplasmandtraitsthatwilldeliverthegreatestbenefittogrowersandcommercializetheresultingvarieties.THISISANEXCEPTIONALTIMETOBEINTHECANOLASEEDMARKET.CULTIVATEDWATERMELONSHAVEAVERYNARROWGENETICBASEWHICHPRESENTSAMAJORBOTTLENECKTOITSBREEDING.ATASTIERWATERMELONWatermelonsareanimportantcashcropandamongtheTOPFIVEMOST-CONSUMEDFRESHFRUITShowevercultivatedwatermelonshaveaverynarrowgeneticbasewhichpresentsamajorbottlenecktoitsbreeding.DecodingthecompletegenomeofthewatermelonandresequencingwatermelonsfromdifferentsubspeciesprovidedawealthofinformationandtoolkitstofacilitateresearchandbreedingsaysZhangjunFeiascientistattheBoyceThompsonInstituteforPlantResearchatCornellUniversityandoneoftheleadersofaninternationalconsortiumofmorethan60scientistsfromtheUnitedStatesChinaandEuropethatpublishedthegenomesequenceofwatermelon.Feisaysthisinformationcoulddramaticallyacceleratewatermelonbreedingtowardproductionofamorenutritioustastierandmoreresistantfruit. 42SEEDWORLD.COM JANUARY201343 44SEEDWORLD.COM 46SEEDWORLD.COMAnin-depthoverviewontheglobalseedindustry.FromhybridricebreedinginChinatoasuccessfulinternationalconferenceinBrussels.worldSTATUSAlookatseedindustrydevelopmentsaroundtheglobe.STATUSCHINACHINAISaworldleaderintermsooutputandyieldrankinginhigh-yieldhybridricebreedingandplanting.Chineseresearchershavemadegreatachievementsinthefeldsounctionalgenomicsandplantmolecularbreeding.Morehybridricevarietiesareexpectedtobecultivatedinthenearuturewhichrelyonthediscoveryandapplicationogenesassociatedwiththecontroloimportanttraitssuchasyieldgrainqualityandresistanceortolerancetobioticandabioticstress.Moleculardesignbreedingisplayinganincreasinglyimportantroleinricevarietyimprovement.LiJiayangdirectorotheChineseAcademyoAgriculturalSciencesbelievesthatmoleculardesignbreedinghassteppedtowardgenome-assistedselectionrommolecularmarker-assistedselection.Increasinglybioinormaticmethodswillbewidelyappliedinthediscoveryanduseounctionalgenesandtheaggregationomultiplegenesinricebreeding.Chinahasmadegreateortstodevelopsuperhybridricevarietieswithsignifcantlyhigheryieldthanconventionalvarieties.LedbyYuanLongpingknownastheatherohybridriceChinesericebreedershavemademajorbreakthroughsinboostingtheyieldosuperricehybrids.ForexampleinSeptembero2011YLiangyou2atwo-linehybridricevarietybredbyHunanHybridRiceResearchCenterachievedanaverageyieldo13899kilogramsperhectareinalarge-areayieldtestinChinasHunanProvinceresultinginanewyieldrecordinhybridriceplanting.Longpingbelievessuperhybridriceyieldscouldriseto15000kghaby2015.Aso2011hybridriceaccountsoraround55percentothetotalareaplantedtorice.ChinashybridriceindustryhaspromotedtheormationoseveralhybridricecompaniessuchasYuanLongpingHigh-TechAgricultureCo.Ltd.HeeiFengleSeedCo.Ltd.GrandAgriseedsTechnologyInc.andWinallHi-TechSeedCo.Ltd.Chinahasalsograduallyincreasedtheexportohybridriceseedandenhancedoreignaidinhybridricetechnologyinrecentyears.Additionallydomestichybridricecompaniesintendtodevelopandexploreoverseasmarkets.AsanexampleotheexportvalueohybridriceseedWinallHi-TechandGrandAgriseedsgeneratedyear-on-yeargrowtho91.23percentand88.49percentinthefrstquartero2012respectively.LongpingHigh-TechhasestablishedresearchanddevelopmentcentersorsubsidiariesinseveralSoutheastAsianSouthAsianandWestAricancountriessuchasIndonesiathePhilippinesandNigeria.CCMInternationalSTATUSESATHEEUROPEANSeedAssociationhelditsannualmeetingandtheEuropeanSeedTrademeetingromOctober14to172012attheSheratonHotelinBrusselsBelgium.Witharecordattendanceo806registeredparticipantsrom42countriesaroundtheworldincludingArgentinaNewZealandSouthKoreaandtheUnitedStatestheESAAnnualMeetinghasestablisheditselasakeyeventintheseedworld.DuringtheconerenceESAalsooeredassociatecompaniestheopportunitytopresenttheiractivitiesatspecialexhibitionboothstoacilitatedirectenquiriesontechnicalequipmentaroundmechanicalcomponentsgrainprocessingtechnologiesorplantbreedingsotware.FarmKinghasbeenaleaderingrainhandlingfordecadesandisproudtointroduceaprovenlineofon-farmseedhandlingandstoragesolutionsfortheseedindustry. JANUARY201347NexttothecropspecifcmeetingsotheESAsectionsanimportantpartotheconerenceisitsEuropeanSeedTradeMeeting.Morethan60seedcompaniesmetorthreedaysointensivebusinesstalks.ESAscorepolicytopicswerediscussedduringthesectionmeetings.Onaveragesectionmeetingswereattendedbyaround100participantsrom18dierentcountrieswhichaddedaspecifcinternationaldimensiontotheEUdebate.KeydiscussionsocusedonseedmarketinglegislationcurrentlyunderrevisionnewbreedingtechniquesandtheEuropeanSeedTreatmentAssurancescheme.Withitspresentationatwo-yearprojectledbyESAandtheWorkingGrouponSeedTreatmentcamesuccessullytoanendDuringthistimetheworkinggroupestablishedauniormEuropeanstandardorqualityseedtreatmentdevelopedguidelinestohelpindependentauditorsintheirverifcationocomplianceotheseedtreatmentsitesandcreatedaprotectedlogothatwillmakecompliancevisibletoallusersregulatorybodiesandnumerousothertechnicaldocuments.OverallparticipantsenjoyedthequalityothevariousdiscussionsthankstoimportantkeynotespeakerssuchasDavidBaulcombeotheUniversityoCambridgeU.K.andGerdSonnleitnerpresidentotheCommitteeoProessionalAgriculturalOrganizationstheEuropeanFarmersUnionwhocalleduponanenhancedandmoretransparentdialoguebetweenarmersandbreeders.FurtherdebateontheseimportantissueswasledbyHansMartensexecutivedirectorotheEuropeanPolicyCentre.ESAthanksallparticipantsandguestsortheirattendanceandenthusiasmwhichmadethiseventahighlysuccessulannualmeeting.ThenextannualmeetingwillbeheldinWarsawPolandromOctober13to162013.EuropeanSeedAssociationSTATUSPHILIPPINESPHILIPPINEAGRICULTURESecretaryProcesoAlcalaandRobertZeiglerdirectorgeneralotheInternationalRiceResearchInstitutehavesignedanagreementtohelpFilipinoricearmersproducemorericeunderthePhilippinesFoodStaplesSufciencyProgram.TheFSSPisintendedtopromotethecountryssel-sufciencyinriceandotheroodstapleproductionby2013theNationalYearoRice.ThisisanopportunetimetorenewourpartnershipwithIRRIwhichhasbeenastrongallyandsupportersince1960aswearenearingourgoaloricesufciencysaidAlcalaatthesigningothememorandumoagreement.BackedwithullsupportromtheDepartmentoAgriculturethefve-yearagreementSustainingRiceSel-SufciencyandFoodSecurityinthePhilippinesoutlinesareasocollaborationtosupportextendandast-trackthedeliveryotheFSSP.Theagreementincludesproducinganddistributinghigh-qualityandimprovedriceseedsdevelopingvarietiesthatareabletowithstandsalinityoodinganddroughtusinggeographicinormationsystemstomonitorricecropsandexploringnewandmodernarmingsystemsortechnologiesthatwillhelpexpandcurrentareasoproduction.Therearealsoplansorthedevelopmentanddisseminationoskillstrainingorextensionandfeldworkers.BroughttoyoubyConnectingyourcombinetothemarketwww.farm-king.comAccordingtoZeiglerthebestIRRIsciencehasbeenreelyavailabletopublicandprivatePhilippinestakeholderssincetheinstitutewasestablishedinthecountryin1960.ThroughthesigningotheagreementIRRIandtheDepartmentoAgriculturehaverenewedtheircommitmenttoworktogethertowardreducingpovertyandhungerimprovingthehealthobotharmersandconsumersandensuringoodandenvironmentalsustainabilityinthePhilippines.TheMOAwassignedattheAgribusinessDevelopmentCenterinQuezonCity.ImmediatelyateritssigningtheDepartmentoAgriculturethePhilippineRiceResearchInstituteandIRRIbeganaseriesoplanningandbudgetworkshopsonitsimplementation.Theresultingbudgetisexpectedtobesignifcantlylargerthanthatopreviousagreements.InternationalRiceResearchInstitute 48SEEDWORLD.COM48NATIONALDASGRANTEDU.S.PATENTFORSECONDENLISTTRAITDowAgroSciencesLLChasannouncedtheissuanceofU.S.PatentNo.8283522coveringcropplantscontaininganotherofDASinnovativeclassofherbicide-toleranttraits.Thepatentedtraithasshownexceptionalpromiseforuseinsoybeansandcottonasitconveysrobusttolerancetobroadleafherbicidessuchas24-Dandenablesnewusesofotherprovenbroad-spectrumherbicidesagainstherbicide-resistantweeds.InadditiontoitsU.S.patentsDAShasledforpatentprotectioninmajorcrop-growingcountriesaroundtheworld.Itspatentlingsareexpectedtoprovideprotectionforcropscontainingthetraitmethodsforcontrollingglyphosate-resistantweedsandusesofthetraitincombinationwith24-Daswellasotherbroad-spectrumandselectiveherbicides.AGRELIANTRECEIVESUSDABQMSRECOGNITIONAgReliantGeneticshasannouncedthattheUnitedStatesDepartmentofAgriculturesBiotechnologyRegulatoryServiceshasrecognizedthevoluntaryestablishmentofitsBiotechnologyQualityManagementSystem.AgReliantsuccessfullycompletedBQMStrainingsessionsfollowedbyabaselineassessmentaninternalauditandanexternalauditduringwhichatrainedqualiedthird-partyauditorvalidateditsBQMS.ThissystemofanalyzingcontrolpointsassistsinmaintainingcompliancewiththeAnimalandPlantHealthInspectionServiceregulationsinplaceforhandlinggeneticallyengineeredorganisms.TheintentistoassurethattherearenoescapesoftheregulatedgenesoutsidethecontrolledbreedingsystemsaysJimShearldirectorofqualityassuranceforAgReliantGenetics.PLANTBIOSCIENCEAWARDEDU.S.PATENTPlantBioscienceLtd.hasannouncedthattheUnitedStatesPatentandTrademarkOfcehasissuedU.S.PatentNo.8299235withfundamentalclaimsdirectedtocompositionstoeffectgenesilencing.Thenewpatentallowsclaimstoshortantisensemoleculesof21to30nucleotidesinlengthforsilencinggenetargetsinawiderangeofeukaryotesincludingmammalsplantsandprotozoaaswellastargetsinpathogens.PBLspatentportfoliointhiseldofRNAinterferencecoversmanycurrentresearchdevelopmentandmanufacturingprocessesusedinagriculturalbiotechnologyindustries.JOINTU.S.-CANADAWEBSITEADDSSEEDTRADEFACTSForabetterunderstandingofseedregulationsonbothsidesoftheborderandtohelpanswerquestionsandfacilitatetradeaworkinggroupofCanadianandU.S.non-protandtradeorganizationshasupdateditswebsitetoincludeanswerstoimportantquestionsoncross-bordertradeforseed.ThewebsiteprovidesadetailedFAQsectiononbothcross-borderseedtradeandproducerdeliveriesfollowingtheimplementationoftheactonAugust12012inCanada.Visitorscanalsosubmitcommentsandadditionalquestionsthroughthewebsiteatcanada-usgrainandseedtrade.info.BIOANDASTAANNOUNCEGEMAAOPENFORSIGNATURETheBiotechnologyIndustryOrganizationandtheAmericanSeedTradeAssociationhaveannouncedthattheGenericEventMarketabilityandAccessAgreementisopenforsignature.TheGEMAAisalandmarkagreementcreatedwithintheprivatesector-drivenframeworkreferredtoastheAccord.TheAccordwasdevelopedtoaddressthetransitionofcommercialbiotechnologyeventsastheygooff-patent.TheGEMAAisintendedtobenettheentireagriculturevaluechainbyensuringthemaintenanceofforeignregulatoryauthorizationsandstewardshipobligationsfollowingtheexpirationofpatentsforbiotechnologyeventsutilizedinseedvarieties.INTERNATIONALPANAMAACCEDESTOTHE1991ACTOFTHEUPOVCONVENTIONThegovernmentofPanamahasannounceditsaccessiontothe1991ActREGULATORYROUNDUPKeepingyouinformedoflegislativeandregulatorychangesatthestatenationalandinternationallevelsfromlawsuitstoapprovalstootherregulatoryissuesaffectingyourbusiness.Foracatalogcall303.431.7333salesapplewoodseed.comapplewoodseed.comSeedsofWildflowersGardenFlowersSince1965RegionalSpecialUseCustomMixturesHundredsofSpeciesinStock JANUARY201349 50SEEDWORLD.COMoftheInternationalConventionfortheProtectionofNewVarietiesofPlants.ThepurposeoftheInternationalUnionfortheProtectionofNewVarietiesofPlantsistoprovideandpromoteaneffectivesystemofplantvarietyprotectionwiththeaimofencouragingthedevelopmentofnewvarietiesofplantsforthebenetofsociety.Panamawhichisalreadyoneofthe70membersofUPOVistheftiethmembertobecomeboundbythe1991ActoftheUPOVConvention.The1991ActwillenterintoforceforPanamaonNovember222012.TAIWANAPPROVESSYNGENTATRAITFORIMPORTSyngentahasannouncedthatregulatoryauthoritiesinTaiwanhavegrantedimportapprovalfortheAgrisure3122traitstackforfooduse.TheAgrisure3122traitstackoffersgrowersareduced-refugetraitstackfeaturingdualmodesofactionagainstcornborerandcornrootworm.TheTaiwaneseimportapprovaloftheAgrisure3122traitstackopensthedoortoanadditionalexportmarketforgrowersplantinghybridswiththistraitstacksaysDavidMorganpresidentofSyngentaSeeds.IntheUnitedStatestheAgrisure3122traitstackhasalreadyreceivedregistrationfromtheU.S.EnvironmentalProtectionAgency.SyngentahasreceivedimportapprovalfromregulatoryauthoritiesinCanadaJapanMexicoandthePhilippines.U.S.-PANAMAFTAINFORCETheUnitedStates-PanamaFreeTradeAgreementhasenteredintoforce.U.S.agriculturalgoodscurrentlyfaceanaveragetariffof15percentwithsometariffsashighas260percent.NearlyhalfofU.S.exportsofagriculturalcommoditiestoPanamawillimmediatelybecomeduty-freeincludingwheatbarleysoybeanshigh-qualitybeefbaconandalmostallfruitandvegetableproductswithmostoftheremainingtariffstobeeliminatedwithin15years.PresidentObamasignedtheUnitedStates-PanamaTradePromotionAgreementImplementationActintolawintheUnitedStatesonOctober212011.FreeTradeAgreementswithKoreaandColombiahavealreadyenteredintoforce.RUSSIAAPPROVESGMSOYBEANSRussiahasapprovedthegeneticallymodiedsoybeanlineBPS-CV127-9byBASFPlantScienceCo.GmbHtoleranttotheimidazolinoneclassofherbicidesasbeanssubjecttoprocessinginaccordancewithtechnologiesensuringdeprivationoftheirreproductionability.Theapplicationareaincludesproductionoffeedsandfeedadditiveshoweveruseforplantingpurposesisprohibited.AtBioDiagnosticswecombineacumulative100yearsopracticalindustryexperiencewithcutting-edgegeneticstechnologytogiveourpartnersdeepinsightintotheirseeds.Werescientistsandproblemsolvers.Thatmeanswecanhelpyoufgureoutnotonlywhichtestsarerelevanttoyourseedlotbutalsohowtousetheresultssoyoucanachievethehighestseedqualityandgrowyourbusiness.Tolearnmorevisitwww.BioDiagnostics.netorcall715-426-0246HowwelldoyouknowyourseedBesure.GeneticPurityTraitPurityPhysicalPurityGMOEventIdentityZygosityAdventitiousPresenceGerminationVigorChemicalAnalysisBioDiagnosticsInc.2009.Allrightsreserved. JANUARY201351 52SEEDWORLD.COMUSCLLC.866-703-7472www.USCLLC.comsalesuscllc.comLPX2000TreaterSeedWheelPatentedLPXPortableCommercialSeedTreatersCompleteCustomBulkSeedSystems-BintoTenderFlxtorPodsFlexibleBulkSeedDeliverySystemsTri-FlotheOnlyTrueContinuousFlowScaleHopperConveyorsHoppersPumpStandsAccessoriesSpecializingInSeedTreatingSolutionsEUAPPROVESSYNGENTATRAITFORIMPORTSyngentahasbeengrantedimportapprovalbytheEuropeanCommissionforitsAgrisureVipteratrait.ThisapprovalallowstheimportationofU.S.corngrownwiththistraitforfoodorfeedusewithinthe27countriesoftheEuropeanUnion.ThisapprovalprovidesgrowersbroaderaccessformarketinggrainfromhybridscontainingtheAgrisureVipteratraitsaysJillWenzelSyngentaproductleadforcommercialtraits.ThetechnologyisapprovedforcultivationinArgentinaBrazilCanadaandtheUnitedStatesandforimportinAustraliaBelarustheEuropeanUnionIndonesiaJapanKazakhstanKoreaMexicoNewZealandthePhilippinesRussiaandTaiwan.ECTOEXAMINEBIOTECHNOLOGYPATENTLAWTheEuropeanCommissionhassetupanexpertgrouptoexaminetheimplicationsofpatentlawintheeldofbiotechnologyandgeneticengineeringandtoprovidehigh-qualitylegalandtechnicalexpertisewhichwillhelptheECwithitsreportingobligationsundertheBiotechnologyDirectiveDirective9844EC.Themembersofthegroupwillbechosenfromexpertsrespondingtoanopencallforapplications.Memberswillbeappointedforaperiodoftwoyearsrenewableonce.FAOANDBRAZILSIGNTECHNOLOGYAGREEMENTTheFoodandAgricultureOrganizationandBrazilhavesignedacooperationagreementtoshareexpertiseincottonproductionwithotherdevelopingcountries.TheBrazilianCottonInstituteInstitutoBrasileodelAlgodnandtheexternalcooperationwingofBrazilsForeignRelationsMinistryAgenciaBrasileadeCooperacinarethemaininstitutionsinBraziltooverseetheproject.Theprogramwilltargetparticipatingcountrieswithtechnicalassistanceandtraininginbestpracticesincottoncultivationandmarketing.TheprojectwillinitiallyfocusonHaitiandtheSouthAmericanzone. AGRAspecializesinthecompleteseedplantfacility.WemanufactureequipmenttohelpyouateverystepoftheprocessfromourmaterialhandlingsystemstoourpatentedGEN-ELbucketelevatorstoourhigh-capacityhuskchoppersystemstooursingle-passdouble-passandcombinationseedcorndryers.Everythingwedoistailoredtotakeyouefcientlyfromstarttonishthroughtheentireseedproductionprocess.Fromreceivingtohusk-sortandchoppingtodryingshellingbulkstorageload-outsizingbaggingandwarehousestorageAGRAhasacustom-designedsolutiontomeetyourneeds.DesignEngineeringSteelFabricationMillwrightErectionEquipmentInstallationProjectManagementConstructionManagementProjectAssuranceSolutionsTurnkeyfromtheGroundUpSpecializedinSeedSpecializedindesign-buildseedconditioningplantsgrain-handlingequipmentandbulkstoragefacilities.Committedtomeetingeachofourcustomersspecicneedswiththeultimategoalofensuringqualityandefciency.AGRAistheseedindustrystopchoiceforgeneralcontractors.excellenceinTurnkeyAbility.Reliability.TMAGRAIndustriesAgProcessingandBio-EnergySystemsAGRAIndustries1211WWaterStreetMerrillWI54452800-842-8033www.AgraInd.comAGRAIndustries 54SEEDWORLD.COMPEOPLENEWSSyngentahasappointedMichelDemarasthecompanysnewchairmanoftheboardwitheffectfromthenextannualgeneralmeetingonApril232013.DemarwillsucceedMartinTaylorwhowillretirefromtheboardonthatdate.SincehiselectionasadirectorearlierthisyearhehasalreadymadeasignicantcontributiontoSyngenta.Hisextensiveinternationalbusinessexperiencemakeshimexceptionallywellqualiedfortheposition.IlookforwardtoworkingwithhiminthecomingmonthstoensureasmoothtransitionsaysTaylor.CommissionerJohnDallihasresignedasamemberoftheEuropeanCommission.ThepresidentofthecommissionJoseManuelBarrosohasappointedvicepresidentMarosSefcovictotakeoverDallisportfolioINDUSTRYNEWSIndustryNewsisgearedtoseedprofessionalsanddeliversthepeopleindustrybusinessandproductnewsyouneedtoknow.Submissionsarewelcome.Emailusatnewsissuesink.com.onaninterimbasisuntilanewcommissionerofMaltesenationalityisappointedinaccordanceofthetreatyonthefunctioningoftheEuropeanUnion.LiamCondonhasbeenappointedchairmanoftheexecutivecommitteeoftheBayerCropSciencesubgroupandchairmanoftheboardofmanagementofBayerCropScience.CondonhasbeenmanagingdirectorofBayerVitalGmbHLeverkusenandheadofBayerPharmasbusinessinGermanysinceJanuary2010.BayerVitalisthebusinessoperationscompanyfortheBayerHealthCaresubgroupinGermany.CargillhasannouncedthatSergioRialitschiefnancialofcerhasresignedhispostwiththecompany.CargillpresidentandchiefoperatingofcerDavidMacLennanwillserveasinterimCFOuntiltheCargillboardofdirectorselectsasuccessor.MacLennanjoinedCargillin1991andhasheldmanagementpositionswithinthenancialriskmanagementenergyandanimalproteinbusinesses.HepreviouslyservedasCargillsCFOfrom2008to2011.WhileintheinterimroleMacLennanwillcontinueasthecompanyspresidentandCOO.TheInternationalUnionfortheProtectionofNewVarietiesofPlantshasappointedanewpresidentandvicepresident.KitisriSukhapindaattorneyadvisorintheofceofpolicyandexternalaffairsattheUnitedStatesPatentandTrademarkOfceandpreviousvicepresidenthasbeennamedasthenewUPOVpresident.LuisSalaicesheadofthevarietyregisterunitSpanishMinistryofAgricultureFoodandEnvironmentisthenewUPOVvicepresident.WHATINDUSTRYLEADERSARESAYINGABOUTTHECHALLENGESANDOPPORTUNITIESINTHESEEDSECTOR.SEEDWORLD.COMGIANTVIEWSEXPLORETheGiantViewsoftheIndustryonlinevideoseriescoversawidevarietyoftimelytopicssuchasWHATSCOMINGDOWNTHEINDUSTRYPIPELINEINFORMATIONONRESEARCHBREAKTHROUGHSANDTRENDSAFFECTINGTHESEEDINDUSTRYViewtheinterviewsonlinetodayatseedworld.comgiantviews JANUARY201355Ifitsinthegeneswellhelpyoufindit...ForacompetitivequoteonallofyoursequencingandgenotypingneedspleasecontactCharlesPick4503582621ext.123charles.pickdnalandmarks.cawww.dnalandmarks.comForacompetitivequoteonallofyoursequencingandgenotypingneedspleasecontactCharlesPick4503582621ext.123charles.pickdnalandmarks.cawww.dnalandmarks.comaBASFPlantSciencecompanyTraitsandapplicationslistedareforexamplepurposesonly.Actualtraitlistsforspeciesavailableuponrequest.Traitsandapplicationslistedareforexamplepurposesonly.Actualtraitlistsforspeciesavailableuponrequest.TraitStatusBlastresistantDwarfgrowthhabitHighstarchgrainProductionQualityHybridpuritysuitableforproductionSecurityFingerprintedtoprotectfromvarietyinfringementDNAmarkerscantellyoualotaboutyourgermplasmwhileatthesametimeprotectingyourmostvaluableasset. 56SEEDWORLD.COMSWSeedCompanyhashiredDanGardnerasitsnewvicepresidentofseedbreedingandgenetics.GardnerjoinsSWfromaleadershippositioninbreedingandinternationalsalesatDairylandSeedCo.whereheservedfor18years.Gardnerwillbeintimatelyinvolvedwiththedesignandimplementationofthecompanysplantbreedingactivities.BeckerUnderwoodhasaddedtwonewterritorymanagersDougAlbertandBradyReynoldstoitsteam.AlbertandReynoldswillcomplementthesouthernregionalsalesteam.AlbertwillmanageBeckerUnderwoodsmid-Atlanticstatesandbrings20yearsofsalesandmarketingexperiencetotherole.ReynoldswillcoverFloridaGeorgiaandAlabamaandhasmorethanadecadeofsalesexperienceintheagricultureandseedindustries.ThetwoarereplacingPhilShelleyandBreannHammannwhohavemovedtonewrolesasstrategicaccountmanagerswithinBeckerUnderwood.NovozymesBioAghasannouncedthatCharlieHamptonhasjoinedthecompanyasNorthAmericanmarketingmanager.HamptonwillberesponsiblefortheoverallmarketingdirectionforNovozymesBioAganditsproductsforboththeUnitedStatesandCanada.Hamptonisaveteranagri-marketerwithmorethan24yearsofexperiencewithSyngentaanditslegacycompaniesCiba-GeigyandNovartis.ValentBioSciencesCorp.hashiredSalmanMirasvicepresidentofglobalmarketingandbusinessmanagement.InhisnewroleMirwillassumeleadershipofthecompanysglobalmarketingandbusinessmanagementactivitiesintheareasofagriculturepublichealthandforestry.Mirhasheldanumberofkeypositionswithmajorglobalcropprotectioncompanies.GoldenAcresGeneticshasannouncedthereturnofClarenceHennigasdirectorofoperations.HennigservedasGoldenAcresoperationsmanagerfromMay2007untilJanuary2011whenhereturnedtoapreviouscareerinbanking.AdvantaUShasnamedBrannonByersasglobalcropsupplychainmanagerforsorghumforparentcompanyAdvanta.ByerswillworkwithAdvantasorghumoperationsinArgentinaAustraliaBrazilIndonesiaIndiaThailandUkraineandtheUnitedStatestocoordinateproduction.Byerswillberesponsiblefornewandexistinghybridseedproductioninventorymanagementforhybridandparentseedproductiondiversicationandgloballogistics.MattHutchesoncertiedcropadvisorhasbeenpromotedtothepositionofproductmanagerforSeedConsultantsInc.HutchesonwillberesponsibleforcoordinatingtheeffortsofSeed JANUARY201357EAEOU26thASTAMANAGEMENTACADEMYBeyondsurface-leveltrainingParticipateinamanagementeducationseminarcreatedspecifcallyoryouaseedindustryproessional.Surroundedbyyourpeersyouwilldiscusswhatkeyactorsaredrivingtheindustryandlearntheconceptsandtoolsyouwillneedtobeasuccessulleader.February25March12013PurdueUniversityWestLafayetteInd.www.agecon.purdue.educabprogramsastaContactAissaGood765496-3884aissapurdue.eduCenterforFoodandAgriculturalBusiness 58SEEDWORLD.COMChemicalstoragetanksanddispensingequipmentChemicaltransferpumpsandmeteringsystemsSeedhandlingandtreatmentequipmentFuelDEFstoragetanksandtransfersolutionsAccessoriesandreplacementparts15000itemssadayhpn800-247-1854Orderonline247Farmchem.comEquippingAgRetailersandProducersSince1974ConsultantsagronomystaffwhileworkingwithSCImanagementtoselecthybridsandvarietiesforthecompanysuniquesalesarea.InadditionHutchesonwillassistinorganizingagronomicsupportandtrainingforthecompanyspersonnelandcustomers.PRODUCTNEWSLovelandProductshasannouncedtwonewseedtreatmentsundertheDyna-StartSeedTreatmentbrand.Dyna-StartMaxwillbeofferedin2013forsoybeansandpeanuts.BothareliquidformulationsofbradyrhizobiainoculantplusLCOPromoterTechnology.Dyna-StartMaxSoybeanscomeintwopacksizesforcommercialtreatersandon-farmuse.Thistechnologyprovidesenhancedrootsystemsforimprovednutrientandwateruptakeearlierandincreasednoduledevelopmentforimprovednitrogenxationandbettervigorstandandemergence.Dyna-StartMaxPeanutsisdesignedforin-furrowuseandprovidesadvancedemergenceproducinghealthierfaster-developingplants.Syngentahasintroduced70newcornhybridsforthe2013plantingseason.Theofferingincludes27hybridscontaininggeneticsthatarenewtothemarket.Datafrom3988Syngentatrialsindicatesthathybridswiththenewgeneticsout-yieldedcompetitivehybridsby4.9bushelsperacre.SixofthenewhybridsfeatureAgrisureArtesiantechnologywhichoffersseason-longdroughttolerance.AlsoavailablearehybridscontainingtheAgrisureViptera3220E-ZRefugetraitstackandtheAgrisure3122E-ZRefugetraitstack.OthernewhybridsincorporatetheAgrisure3000GTtriplestacktheonlytriplestackwithnohistoryofyielddragtheAgrisureGTtraitwhichprovidestolerancetoglyphosate-basedherbicidesandtheAgrisureViptera3111traitstackwhichprovidesmulti-pestcontrolof14above-andbelow-groundpestsaswellasglyphosateandglufosinatetolerance.BUSINESSNEWSArcadiaBiosciencesInc.theInternationalMaizeandWheatImprovementCenterandtheU.S.AgencyforInternationalDevelopmenthavesignedanagreementtodevelopheat-tolerantwheatvarietiesusingarangeofclassicalbreedingandmodernmolecularbiologytools.UnderthetermsoftheagreementCIMMYTwillreceivenon-exclusiverightsindevelopingcountriestoArcadiasheat-tolerancetechnologydevelopedunderthisagreementandArcadiawillretainexclusivecommercialrightsinthedevelopedworld.Arcadiawillleadtheprogramundera3.8-milliongrantfromUSAID.Heat-tolerantvarietiesfromtheprogramwillallowwheatfarmersindevelopedanddevelopingcountriesto JANUARY201359JANUARY201359TheSeedSellerTrainingJournalistheonlymonthlypublicationdedicatedtosellingseed.UsedbycompaniesretailersandcooperativesacrosstheworldtohelptraintheirentiresalesforcesSeedSellerTrainingJournalwillhelpkeepyouandyourteamfocusedmotivatedandreadytoselleachandeverymonth.MakesureallmembersofyoursalesteamshavetheirownsubscriptionsbysigningthemuptodayOnly110peryearfor8issueswithintheU.S.125peryearfor8issuesoutsidetheU.S.TeamsubscriptionsavailableSeedSellerTrainingJournalisthemostcost-effectivetrainingtoolavailable.SubscribetodaysellmoretodaySeedSellerTrainingJournalSubscribetodaySeedSellerJournal.com 60SEEDWORLD.COMSeedandgraincleanerSfortheworldCrippenNorthlandSuperiorSupplyCo.8-851LagimodiereBlvd.WinnipegMBPh204-925-6141www.northlandsuperior.comAirScreenCleanersIndentedCylinderLengthSeparatorGravitySeparatormaintainyieldsandsatisfyincreasingdemandforthiskeyfoodgrain.KeygeneN.V.andFloragenexInc.haveenteredintoalicenseagreementinsequence-basedgenotyping.TheagreementincludesdismissalofthepatentinfringementlawsuitledbyKeyGenein2011againstFloragenex.UndertermsoftheagreementFloragenexwillobtainanon-exclusiveroyaltybearinglicensetoKeyGenesintellectualproperty.Floragenexwillcontinuetoapplytherestriction-siteassociatedDNAmethodinspeciedeldsincludingnon-commercialandacademicresearchinallspecies.ThisagreementdemonstratesKeyGenesleadingpositioninthiseldandallowsustofocusonlicensingopportunitiesinthesequence-basedbreedingmarketsaysArjenvanTunenCEOofKeyGene.NovozymesandSyngentahaveenteredanexclusiveglobalmarketinganddistributionagreementonthemicrobial-basedbiofungicideTaegroanaturalsolutionwithmultiplemodesofactionusedtocombatfungaldiseasesacrossvariouscrops.UnderthetermsoftheagreementNovozymesandSyngentawillsharethetaskofbringingTaegrotomarket.SyngentawillberesponsibleforsalesmarketinganddistributionwhileNovozymeswillberesponsibleforproductionandregistration.MonsantoCompanyandBiosyntheticTechnologiesLLChaveannouncedlicenseandsupplyagreementsthatexpandthemarketopportunityforVistiveGoldsoybeangrowers.ThecollaborationcreatesanopportunityforuseofMonsantosVistiveGoldsoybeanoilinproductionofbiosyntheticlubricantoils.Thisisanimportantcollaborationaswemoveforwardwithotherglobalpartnerstolaunchtherstlinesofdomestically-sourcedrenewablebiosyntheticlubricants.High-oleicsoybeanoilsareacost-competitivealternativeandworkingwithMonsantoisanaturaltsaysAllenBarbieriCEOofBiosyntheticTechnologies.DuPontandColdSpringHarborLaboratoryhaveannouncedtherenewalforanotherveyearsofaresearchcollaborationwhichbeganin2007.Thismulti-milliondollarcollaborationsupportscutting-edgeplantbiologyresearchfocusedonmeetinggrowingfooddemandsworldwide.CSHLandPioneerareinvestingindiscoveryresearchthattacklessomeofthemostfundamentalaspectsofplantbiology.Therenewalofthecollaborationagreementwillcontinuetheexpansionofknowledgeaboutthegeneticbasisoffundamentalplantprocessescontrollinggrowthdevelopmentandyield. JANUARY20136127-29MAY2013www.worldseed2013.comGreecewelcomesyoutoenvisionfutureagricultureLethistoryandtraditioninspireyouandshowyouthewaytothefuture.Enjoythelandandmeetoneoftheoldestculturesthatgavebirthtoagriculture. 62SEEDWORLD.COMSyngentaisacquiringSuneldSeedsaU.S.-basedproviderofsunowerseedsproductionandprocessingservicestomorethan30countries.TheacquisitionrepresentsanimportantstepintheimplementationofSyngentassunowerstrategybystrengtheningsupplychaincapabilitiestoenablefuturegrowth.SuneldisalreadyoneofourstrategicsuppliersandwearepleasedthatitspeopleandoperationswillnowbecomepartofSyngenta.SuneldsgrowernetworkaswellasitsmodernprocessingfacilitiesandexperiencedmanagementteamwillcomplementourproductrangeandglobalmarketstrengthsaysDavorPiskchiefoperatingofcerofSyngenta.INDUSTRYNEWSEnzaZadenhasannouncedthatitse-licensingplatformisnowliveofferingresearchersandbreedersworldwideaccesstoEnzaZadeninventionsonline.Thisplatformmakesitsintellectualpropertyportfoliotransparentandaccessibletoallparties.Weareahighlyinnovativebreedingcompanythatspendsmorethan30percentofourannualturnoveronresearchanddevelopment.Wethereforesupportadequateprotectionofourinventionsthroughbothplantbreedersrightsandpatentrights.NonethelesswedliketomakethemaccessibletootherresearchersandbreederstoensurefurtherinnovationsaysJaapMazereeuwCEOofEnzaZaden.EvogeneLtd.adeveloperofimprovedplanttraitsforthefoodfeedandbiofuelindustrieshaslauncheditsPhenomixplatform.Thenewplatformutilizesadvancedproprietarytechnologiesforthecollectionstorageandintegratedanalysisofvastamountsofphenotypicdatadirectlyfromtheeld.ThroughtheuseofPhenomixEvogeneresearcherscanevaluatecropbehaviorinenvironmentscloselyresemblinggrowthconditionsexistingincommercialagriculture.TheadditionofthePhenomixdataisanticipatedtosignicantlyenhancethecompanysgenediscoverycapabilitiesallowingevenmoreprecisepredictionoftheeffectandlevelofcompatibilityofcandidategenesundermultipleeldconditions.YourSeedisinGoodHandsKrauterSolutionsmichaelkrauter-storage.comwww.krautersolutions.comContactusTodayAskforMikeat800-992-2824Climate-ControlledStorageGrowthChambersNewRetrofttedSystemsOurpatent-pendingMulti-purposeRe-UseableWaterproofGluesUsedSiftResistanceBuiltInRugged100lb.TagStockConstructionEasyToUseFold-InFlapsFold-DownTuck-In2802HedbergDriveHopkinsMN55305-3405Ph952545-7124Fax952545-0196WithSpearItsInThBg.SeedGrainSpecialSafetyEnvelopesForSamplingandStorage.CallorSendForFreeSampleKitPricesGummedandUngummedCoinEnvelopesAvailable JANUARY201363 64SEEDWORLD.COMBeoreyouinvesttimeandmoneyintraditionalstrategicplanningconsiderthisonlyiveto10percentostrategicplansareeverimplemented.Thereasonmostorganizationsengageinstrategicplanningistoreduceanxiety.Itsliketakingacoupleoaspirinoraheadache.Thereasonbusinessesailtoadaptinourrapidlychangingworldisbecausetheyonlylookthreetoiveyearsaheadinatraditionalstrategicplanningprocess.Theysimplyviewtheutureasanextensionothepastwhichmeanstheyaretryingtosolvetomorrowsproblemswithyesterdayssolutions.Thatswhysomanycompaniesgetswalloweduporsweptawayinthetsunamioagriculturalconsolidation.Iditchedthetraditionalstrategicplanningprocessyearsagoanddevelopedapioneeringprocessthatlooks30yearsintotheuture.Iyouwanttobepartotheseedindustryotheutureyoudbetterstopplanningandstartpioneering.Letsassumeyouveaskedmetohelpyoudothatwithyourcompany.Wedstartbyselectingagroupoemployeesbreakingthemintoteamsandaskingthemtheollowingquestions1.Whatdidtheworldandtheseedindustrylooklike30yearsagoWouldyouhavepredictedthemonumentalchangesthathavetakenplaceinthelast30years2.Whatwilltheworldandtheseedindustrylooklike30yearsromnowLestyouthinkthistoodifcultrememberJulesVernewaswritingaboutatriptothemoon100yearsbeoreithappened.3.WhatwillyourorganizationhavetobedoandlookliketosucceedintheutureyoujustdescribedBorrowapageromStarTrekanddaretoboldlygowherenomanhasgonebeore.4.WhatwillyouhavetodotogetthereArmedwithideasowhatyourorganizationwillhavetobeintheuturewhatareyougoingtohavetodonowThecollectiveanswerstothesequestionsprovidealltheinormationwellneedorthenextassignment.YourcompanyhasbeennamedasTheModelOrganizationintheyear2043.Wellormateamandhaveeachmemberwritea1000-wordStopPlanningandStartPioneeringarticleromtheperspectiveo30yearsintheuturedescribingwhathappenedbetweenthenandnowthatenabledyoutobecomethatmodelorganization.Thisisaprocessowritingtomorrowshistorytoday.Everythingyouneedtosucceedintheutureiscontainedinthathistory.Wellidentiyyourorganizationspurposeoperatingphilosophybusinessmodelsstructuregoalsandobjectives.Implementationthenbecomesamatterolivingthehistory.Whatmakesthisprocesseectiveisthatinsteadostartingatthepresentandtryingtoworkyourwayorwardyouarestartingattheutureandworkingyourwayback.Thisisamuch-condensedoverviewomypioneeringprocessandIcustomizeittofttheclient.Ittakesagenuinecommitmentotimeenergyandmoney.Iyousimplywanttoreduceyouranxietytaketheroadmosttraveledandusethetraditionalplanningmethod.Butiyouactuallywanttobearoundtosucceedintheutureyoudbetterdosomeseriouspioneering.Pioneeringhasneverbeenortheaintoheart.Itsorthosewhowanttoleadratherthanollowandthriveinsteadojustsurvive.Pioneerstaketheroadlesstraveled.WhichroadwillyouchooseJimWhittounderPurposeUnlimitedInsteadofstartingatthepresentandtryingtoworkyourwayforwardyouarestartingatthefutureandworkingyourwayback. JANUARY201365Openingmindstoinnovativesolutions.BASFandBeckerUnderwoodsharingacommonvision 66SEEDWORLD.COMTrademarksregisteredorappliedforofBeckerUnderwoodInc.AmesIA.2013BeckerUnderwoodInc.Fast-dryingFloRitepolymersdeliveruniformcoveragetohelplockdownfungicidesinsecticidesinoculantsandotherseedtreatmentproductsinonecompleteseedtreatment.ApplicationofaFloRitepolymerenhancesthevalueofseedtreatmentsbyAskyourdistributororBeckerUnderwoodrepresentativehowFloRitepolymerscanoptimizeyourseedperformance.Reducingdust-offofactivesIncreasingseedowwithlessstickinessandbridgingImprovingplantabilityanddecreasingskipsanddoublesPProductsappliedtoseedneedtostaythereallthewaythroughplanting.beckerunderwood.com1.800.892.2013