Corteva Agriscience Announces U.S. Multi-Channel and Multi-Brand Seed Strategy2 months ago -
Corteva Agriscience, Agriculture Division of DowDuPont, announced its new, focused multi-channel, multi-brand seed strategy for the U.S., which will expand access to the company’s genetics, technology and traits across various agriculture distribution channels including agency, direct, retail, distribution and licensing.
Corteva Agriscience will go to market through five regional corn and soybean seed brands in the U.S., including Dairyland Seed, Hoegemeyer, NuTech, Seed Consultants and Terral. Each will have a strengthened and expanded portfolio to serve the brand’s respective customers. Brodbeck, Curry, Doebler’s, Pfister and Prairie Brand will be combined with the five regional seed brands.
Pioneer will remain the company’s global flagship seed brand with an industry leading, unique product portfolio and agency route-to-market approach.
The U.S. retail channel will be served primarily by Mycogen and Terral. The company will maintain the AgVenture independent network of regional seed companies and will continue to sell cotton seed through its Phytogen brand and alfalfa through Alforex.
“Corteva Agriscience, Agriculture Division of DowDuPont, is implementing a bold plan to focus and rebalance our seed brand portfolio in the U.S.,” says Judd O’Connor, vice president, North America, Corteva Agriscience. “This strategy will allow us to better serve our customers – both farmers and retail dealers and distributors – with differentiated, broader and stronger product portfolios.”
The DowDuPont merger, which closed in 2017, resulted in more than a dozen seed brands in the U.S. that sell Corteva Agriscience corn and soybean seed, genetics or traits.
“We have some outstanding brands with long histories, good people and loyal customers and we intend to honor those legacies,” says Brian Barker, multi-channel seed brand leader for Corteva Agriscience. “Realigning our multi-brand approach was necessary to better focus our product and service offerings to customers.”
The majority of employees and dealers who supported Brodbeck, Curry, Doebler’s, Pfister and Prairie Brand will be offered positions or dealerships in the new structure. Popular products from these brands will continue to be available through the regional seed brands.
“The product portfolios of all our U.S. seed brands will be bolstered by the Corteva Agriscience R&D pipeline and the full capabilities of the future company,” says O’Connor. “This means farmers can expect better products, and employees, sales reps, dealers and distributors can expect increased opportunities for more sustainable growth.”
The Corteva Agriscience innovation pipeline will enable expanded technology and genetic access to the industry through a growing licensing and distribution business to independent seed companies. Current U.S. agreements will remain in place.
“We also are bringing a winning offer to retail partners with the latest seed, trait, seed treatment and crop protection innovations that are backed by dedicated support from account managers, territory managers and agronomists,” says Barker.
DuPont Pioneer and Dow AgroSciences will honor program, product and service obligations for existing seed orders. Customers and distributors should contact their local seed representative or account manager with questions.