Providing “local solutions” is the key component of Syngenta's New Horizons dealer program in 2001, says John Freed, head of sales operations.

“In the past, most programs were product-based; with New Horizons, they will be crop-based. In other words, we'll support retailers who provide value-added services and information to growers based on local — even farm-specific — conditions,” Freed told Apply editors.

New Horizons incentive packages will help retailers reinforce basic service menus, including custom application, GPS/GIS technology, scouting and agronomic consulting. “We'll be taking our service focus to a new level to make the right recommendations for a specific customer. This can, and often will, include use of companion products manufactured and sold by other companies. Even though we have a broad product line, we don't have all the answers a retailer needs,” adds Freed.

In addition to their own marketing initiatives, Syngenta has formed alliances with Syngenta seeds (AgriFit program), DuPont/Pioneer (TruChoice SM Opportunity program) and others. “If there is no conflict between marketing philosophies, we work on joint promotions that include one or more of our products, such as Dual and Bicep herbicides.”

Freed sees no less need for the retailer to be involved with product performance inquiries. “We regard our role as secondary and the retailer's as primary in local business relationships. We expect them to continue to be our first contact in the field to address grower concerns.”

Internet support. Freed is quick to point out that Syngenta does not plan on e-commerce relationships except with distribution channel partners. He says Syngenta will not sell directly to growers via the Internet. He encourages use of the company's Web site (Syngenta.com) for label information and updates and as a source of logos, trademark guides and other criteria for use on your own Web site.

Focus on food. Recent consumer concerns like the StarLink corn incident have flagged a need for ag chem/seed companies to focus more closely on the needs of food processors.

“We continue to strengthen initiatives with food processors and consumer groups to help protect the integrity of the food chain, and ultimately the brands consumers trust. Syngenta will continue to partner with other food chain stakeholders to research ways to increase food quality and nutritional components,” Freed says.

Syngenta recently announced that its biotech corn hybrid lines have received food and feed clearance in the United States, Canada, the European Union and Japan. This includes NK brand Bt corn hybrids with Knockout corn borer control and NK brand Bt hybrids with YieldGard insect protection and Liberty Link technology.

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