Syngenta to enhance grower experience through Seed Advisor network

Syngenta announced a new approach within its dealer channel that focuses on growing and strengthening its network of Seed Advisors. Syngenta Seed Advisors combine their knowledge of local farming conditions with strong agronomy skills to help growers maximize returns using the broad portfolio of Syngenta products.

Syngenta Seed Advisors are seed dealers who support growers locally through higher-level commitment, facilities, service and expertise, in addition to selling seed.

“Corn and soybean growers today are facing new and complex challenges: high land rents, greater market volatility, extreme weather, shifts in crop rotation practices, resistant weeds and insects, and more,” said Colin Steen, head of the dealer channel commercial unit for Syngenta in North America. “Syngenta Seed Advisors also have more tools than ever to help farmers produce higher, more profitable yields, including the Syngenta portfolio which is the broadest and deepest in the industry.”

As trait, seed treatment and crop protection options have multiplied, no decision is more essential than choosing the right seed.

“On a local farm, a Syngenta Seed Advisor can help simplify decisions,” Steen explained. “For example, based on pressure from rootworm or other insects, he can recommend the right trait package but also understands when a seed treatment or soil insecticide may help boost crop performance.”

“While most Seed Advisors don’t sell crop protection products, their broad agronomic expertise combined with local knowledge can really help a grower put the right pieces together in an integrated way, as only Syngenta can,” he said.

Revising Seed Branding

To optimize this experience for growers, Syngenta will rebrand the existing Garst® and Golden Harvest® corn seed brands and will launch a revised Golden Harvest brand – with a refreshed look and identity – as the single corn seed brand starting with the 2014 season.

Since 2004, Syngenta has focused on building a diverse genetic portfolio fueled through genetics from Garst, Golden Harvest, and NK® brand breeding programs. In addition to building a strong genetic platform, Syngenta added an industryleading trait portfolio, incorporated into corn seed products such as Agrisure® GT, Agrisure RW, Agrisure Viptera®, Agrisure Artesian™, Agrisure Duracade™ and Enogen®, to name a few.

As new, high-performance hybrids and traits flowed out of Syngenta research and development in recent years, they were offered through both the Garst and Golden Harvest corn seed brands. Moving to a single corn seed brand will also mirror the evolution from separate Garst and Golden Harvest seed dealers to a single Syngenta Seed Advisor network.

“We respect the rich history and heritage of both the Garst and Golden Harvest brands,” Steen said. “But we’re in a position now where we can better serve our customers by bringing them together under a single corn brand.”

The new, single corn brand for the dealer channel streamlines logistics, from packaging and ordering through inventory and delivery. “Combined with numerous operational improvements we’ve made, we’ll be able to give growers quicker and better access to products they want,” said Steen.

A new logo and numbering system for Golden Harvest hybrids will be in place for summer 2013 trials and the 2014 planting season. It provides simple and transparent identification of relative maturities, and incorporates elements of the former Garst numbering system for existing hybrids, while also aligning with many of the newer Golden Harvest hybrids. Syngenta will provide an easy-to-use conversion tool for growers who have planted Garst and Golden Harvest corn to match new brand numbers with the former ones.

Syngenta soybeans will continue to be marketed and sold by Syngenta Seed Advisors and ag retailers under the NK brand, and NK corn hybrids will continue to be sold through ag retailers. In addition, Syngenta Seed Advisors will continue to sell alfalfa, sugarbeats, sunflowers and wheat seed.

Steen added, “We have the high-performance products and technology – genetics, traits, seed treatments and crop protection – to help farmers grow more corn and soybeans. Growing our network of Syngenta Seed Advisors and simplifying our branding in the dealer channel will help us deliver the right tools, service and expertise to growers.”