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Monsanto Launches Genuity(TM) to Simplify Farmer Decision-Making for Technology Traits.

Publication: PR Newswire
Publication Date: 26-FEB-09 		Format: Online
Delivery: Immediate Online Access

Article Excerpt
ST. LOUIS, Feb. 26 /PRNewswire-FirstCall/ -- Monsanto today announced the launch of Genuity(TM), 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...

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