Corteva Announces Retail Route-to-Market Changes for 2021 Sales Season
Corteva Inc. has announced its new go-to-market structure for seeds in the U.S. retail market. These changes are part of Corteva Agriscience’s Multi-Channel, Multi-Brand strategy for the U.S., which serves customers based on their buying preferences through a segmented route-to-market approach. They will strengthen and focus Corteva’s offering for customers who buy seed through retail locations, beginning with the 2021 sales season.
Corteva is introducing Brevant seeds in the U.S. for sale exclusively through retail, focused in the Midwest and Eastern Corn Belt. Brevant seeds was successfully launched in 2018 in nine countries outside the U.S. following the merger between Dow and DuPont. This bold, high-performance brand will expand retail’s access to Corteva’s genetics, technology and traits and will drive growth and collaboration with Corteva Agriscience Crop Protection. In the U.S., Brevant will replace Mycogen Seeds as Corteva’s primary U.S. retail-focused brand, bringing retail customers a new, agile way of doing business with Corteva. Brevant seeds will be available for planting in 2021.
Based on customer buying preferences in the Southern, Southwestern and Western U.S. Markets, Corteva is bringing focus and simplicity to its offer by providing corn and soybeans through a single brand in these geographies – Pioneer brand. Corteva will expand the number of retailers offering Pioneer in select geographies and will retire Terral Seeds and the REV brand. PhytoGen cottonseed will continue to be offered for sale through our existing retailers and distribution partners. A unified Pioneer and PhytoGen sales team will serve customers in the Mid-Southern and Southeastern U.S and support both brands.
About one-third of U.S. farmers prefer to purchase their seed inputs through retail, which is also the primary route-to-market for Corteva Agriscience Crop Protection product sales.
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