Heads Up Plant Protectants Unveils New brand Identity at 2026 Farm Progress Show
September 1, 2026 Saskatchewan-based Heads Up Plant Protectants introduced a refreshed brand identity, including a new logo, color palette, voice and visual elements, at the 2026 Farm Progress Show in Boone, Iowa. The new brand vision and direction are designed to lead the company into the future while representing its roots and commitment to farmer-first seed protection and stewardship.
“Across the U.S. and Canada, our focus is helping North American farmers protect yield and improve profitability with trusted, innovative seed care solutions that activate plant defenses and deliver real value,” said Colin Dutcheshen, president of Heads Up. “As we expand distribution of our industry-leading biologicals throughout North America, we want to build a stronger foundation with a brand farmers can more easily recognize and trust.”
A new logo: At the center of the rebrand is a new company logo, which includes three elements: a hand that represents the company’s farmer-first mindset, built on partnership, stewardship and support; a plant that represents growth, opportunity and the future of agriculture; and a shield that represents protection, confidence and the proactive defense growers need to protect their acres.
A new website: Keeping the farmer-first vision top of mind, Heads Up’s new website (now live!) features a more interactive and user-friendly experience, from viewing product information and testimonials to finding a local retailer, with new branding elements front and center.
A new color palette: The invigorating palette is bright, fresh and rooted in agriculture. A blend of bold greens, warm accents and neutral tones brings the brand into its modern era with a nod to its past.
New taglines, voice and tone: Farmers will soon see a bold new promise stamped on Heads Up marketing materials. “Don’t Plant Without It” and “Protect What You Plant” are the new taglines that lead with integrity, speaking directly to the essential role Heads Up’s EPA-registered biologicals play in the field in boosting effectiveness of existing seed treatments when farmers need it most. The new tone and voice carry that same spirit forward, with messaging that’s approachable, respectful, confident and practical while always speaking to the farmer first.
“While the rebrand reflects the company’s commitment to farmers, the products they trust stay exactly the same,” said Dutcheshen. “Heads Up’s seed care solutions continue to deliver what North American farmers need — added protection for the seed during its most vulnerable stages, with added defense mechanisms that give the seed a strong start and a fighting chance against yield-robbing soybean diseases.”
New brand, more sales representatives to help promote it: In addition to a brand refresh, Heads Up is strengthening its roster of sales representatives to serve as brand ambassadors, helping support farmers with their input decisions. Heads Up is pleased to introduce a new plant protection specialist for the Midwest (U.S.) territory. Connor Goodwin is a tenured expert in the field and is ready to provide farmers in southern Minnesota and northern Iowa with confident, practical advice focused on real solutions, results and honest communication. Goodwin can be reached at 507-383-1370 or [email protected].
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