Monsanto Launches Genuity Brand for Seed Products

Seed bag icons will represent available traits.

Published on: Feb 26, 2009

Bags of seed with Monsanto's family of biotech traits will sport a new brand in 2010. The announcement of the "Genuity" brand came at a media gathering at the 2009 Commodity Classic in Grapevine, Texas, Feb. 25.

Ernesto Fajardo, Monsanto vice president-U.S. Commercial, said the Genuity umbrella brand will carry specific icons to represent the traits in each bag of seed.

"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," Fajardo said.

Dion McBay, Monsanto U.S. Trait Marketing LEAD, said the Genuity brand name is the result of conversations and feedback that started with farmers. Seed bags, he added, will feature easy-to-read icons, representing insect protection, herbicide tolerance, weather protection and increased productivity.

In soybeans, for instance, the herbicide tolerance icon will represent Roundup Ready 2 Yield soybeans in 2010, the second generation of Roundup Ready soybean technology by Monsanto. Roundup Ready 2 Yield soybeans are available this year, but the insect tolerance icon won't appear on those seed bags until the 2010.

The increased productivity icon will represent Monsanto's traits coming on line in next few years, including drought-tolerant corn.

Fajardo said the Genuity brand will help eliminate confusion from the continuing flow of biotech traits within Monsanto and the seed industry. It will also differentiate Monsanto traits from its competitors, he added.

"Our trait technologies make me think about the tools farmers will have available to them, now and in the future, that will enable them to double yields by 2030," according to Fajardo.

Robb Fraley, Monsanto's chief technology officer, said the Monsanto trait pipeline will spawn 30 to 40 new products in the next decade for corn and soybeans. In four to five years, 15 to 20 traits could be stacked in seed corn.