Monsanto Unveils Its Genuity

Monsanto is launching Genuity, a family of traits designed to work together to enhance crop potential and simplify trait selection for your grower-customers. The Genuity brand will differentiate and unify Monsanto’s technology products under one platform and make it simpler for you and your growers to select the traits best suited for their farms.

Ernesto Fajardo, Monsanto vice president-U.S. Commercial, says the company’s next-generation, value-added trait technologies will be marketed as Genuity beginning in 2010. As new trait technologies in Monsanto’s research and development pipeline are introduced, having a consistent brand platform will help represent those products to the farmer in the most straightforward way possible and avoid the potential for confusion in the marketplace, he says.

“Genuity gives us the opportunity to position our traits as a family of innovative products that will enable farmers do what they do best, even better,” says Fajardo. “It provides a single, easily recognized brand to simplify the process by which farmers ask for our traits, to help them be more successful on their farms.”

The Genuity family of traits will be used with Monsanto’s newest and future traits. These include Genuity Roundup Ready 2 Yield soybeans, Genuity VT Triple PRO corn, Genuity Bollgard II cotton, Genuity Bollgard II with Roundup Ready Flex cotton, Genuity Roundup Ready Flex cotton, Roundup Ready specialty crops, and, pending regulatory approval in 2010, Genuity SmartStax corn.

Genuity is the result of conversations and feedback that started with growers. “The name Genuity is associated with being genuine, authentic, and original, and reinforces our commitment to traits that provide enhanced productivity and higher yields for the farmers who plant them,” explains Dion McBay, Monsanto U.S. Traits marketing lead.

McBay says Genuity seed bags will feature easy-to-read icons representing insect protection, herbicide tolerance, weather protection, and increased productivity to illustrate clearly the benefits the traits offer. The Genuity icon system, he adds, will help growers match traits with the specific needs of their farm.

Visit www.Genuity.com for more information.

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