Home / Knowledge / News / Textiles / Monsanto launches Genuity to improve cotton crop potential
Monsanto launches Genuity to improve cotton crop potential
27
Feb '09
Monsanto announced the launch of Genuity, a family of traits designed to work together to enhance crop potential and simplify trait selection for farmers. The Genuity brand will differentiate and unify the agriculture company's technology products under one platform and make it simpler for growers to select the traits best suited for their farms.

Ernesto Fajardo, Monsanto Vice President-U.S. Commercial, said the company's next-generation, value-added trait technologies will be marketed as Genuity beginning in 2010. As new trait technologies in Monsanto's research and development pipeline are introduced, having a consistent brand platform will help represent those products to the farmer in the most straightforward way possible and avoid the potential for confusion in the marketplace, he said.

"Genuity gives us the opportunity to position our traits as a family of innovative products that will enable farmers do what they do best, even better," said Fajardo. "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."

The Genuity family of traits will be used with Monsanto's newest and future traits. These include Genuity Bollgard II cotton, Genuity Bollgard II with Roundup Ready Flex cotton, Genuity Roundup Ready Flex cotton, Roundup Ready specialty crops and, pending regulatory approval in 2010.

Fajardo noted that Monsanto invests more than $2.6 million a day -- nearly $1 billion annually -- to develop innovative, new technologies that help farmers be more productive and profitable. Technology innovation also supports the company's commitment to help farmers double yields by the year 2030 to meet the growing global demand for food, feed, fuel and fiber, while at the same time helping farmers reduce the use of key resources per unit of output.

"Monsanto's science is only as good as the solutions and the value our seeds provide to farmers," he said. "That is why we felt we needed a brand like Genuity to simplify and more clearly connect our family of traits with the farmers who value them. Genuity will help farmers make the connection between the traits they know and trust and new trait technologies that will be introduced in the future."

Dion McBay, Monsanto U.S. Traits Marketing Lead, said the name Genuity is designed to communicate Monsanto's commitment to innovation and farmer success. The brand name, he said, is the result of conversations and feedback that started with farmers.

"The name Genuity is associated with being genuine, authentic and original, and reinforces our commitment to traits that provide enhanced productivity and higher yields for the farmers who plant them," McBay explained.

McBay said Genuity seed bags will feature easy-to-read icons representing insect protection, herbicide tolerance, weather protection and increased productivity to illustrate clearly the benefits the traits offer. The Genuity icon system, he said, will help farmers match traits with the specific needs of their farm.

Fajardo said he is excited about the new Genuity brand and the future of agriculture. "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," he said. "Because we're focused on connecting with farmers and building relationships with farmers, it's important to make our trait products very clear to them. That's the goal of Genuity."

Monsanto Company

Must ReadView All

Textiles | On 19th Jan 2017

Pakistan imposes duty on Indian fine cotton yarn

A provisional countervailing duty ranging from Rs 26.89 to Rs 55.8 a...

Textiles | On 19th Jan 2017

Union Budget: Textile sector expects excise duty revisions

Excise duty on man-made fibres should be reduced to bring it on par...

Union textiles minister Smriti Irani at the inauguration of IIGF in New Delhi with textiles secretary Rashmi Verma and other dignitaries. Courtesy: PIB

Apparel/Garments | On 19th Jan 2017

Ministry to reimburse apparel exporters for state levies

The textile ministry has received a sum of Rs 500 crore from the...

Interviews View All

Binoy Ravjani
Hero's Fashion

‘One of the recent trends in hand block printing is the indigo process,...

Kamlesh Vaghela
RK Textiles

Very few machinery manufacturers have R&D units

Akash Khetan
Narayan Tex Fab

I find it hard to find professionals in Surat

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Ashok Desai
Bombay Textile Research Association

Bombay Textile Research Association (BTRA) is a leading name in textile...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Jay Ramrakhiani
Occasions Elegance Wear

It is believed that by early 19th century, Varanasi weavers had moved away ...

Pranav Mishra
Huemn

Designers Pranav Mishra and Shyma Shetty’s Huemn is known for its...

Mike Hoffman
Gildan Activewear SRL

Gildan Activewear, a manufacturer and marketer of branded clothing and...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH
January 2017

January 2017

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

SUBSCRIBE


Browse Our Archives

GO


eNEWS
Insights
Subscribe today and get the latest News update in your mail box.
Advanced Search