Pioneer Rolls Out New Umbrella Brand

Optimum Brand Innovations will signify newly named family of traits, products and programs.

Published on: Feb 18, 2009

If Pioneer Hi-Bred, a DuPont business, has its way, when farmers think of innovation, flexibility and new programs, they'll think "Optimum." The company is rolling out Optimum brand Innovations - which is a new brand name for a family of traits, products and accompanying programs.

This logo will take a different position on new-tech brands from Pioneer, and signify the newest, top-level innovations from the company.

During a media rollout in Des Moines this week, Tracy Lindbo, who heads up marketing for the Optimum GAT trait, talked about the new umbrella brand concept. Essentially, Optimum could eventually come to signify a wide range of traits and products from the company. "And we're including the programs that go with those products, which is a first for Pioneer," Lindbo says.

The idea of an umbrella brand is to provide a family feel to a line of innovations that's in the pipeline including that Optimum GAT trait, with its glyphosate and ALS herbicide tolerance. And the Optimum Acre Max 1 program that will bring refuge in a bag. Over time, the Optimum brand Innovations could come to be associated with a wide range of new technology.

"Our goal of more than 80 years in the seed industry remains the same - to increase the productivity and profitability of Pioneer customers, placing the right product on the right acre and providing services our customers need to succeed," says Terry Gardner, director, North American product marketing for Pioneer.

The company - in a press statement - says that only "top-performing, superior input traits will be named under the Optimum brand exclusively in Pioneer brand seed and potentially distributed through other seed brands. Pioneer is already involved in marketing germplasm through the partnership with Syngenta at Greenleaf, and through another program called Pro Access.

The umbrella brand concept may be a new approach to help farmers identify the newest technology available to the market. For Pioneer Hi-Bred customers, that answer is Optimum brand Innovations.