An interview with Dr. Scott Fleetwood, vice president of North American Sales and Marketing for Nitragin and Marketing for Nitragin, Milwaukee, WI

It seems there are a lot of new, innovative seed treatment products being developed today. What's happening at Nitragin in this area?

Nitragin has been the world's leader in legume inoculant technology for 106 years. We continue to invest time, talent and resources into developing new ways to boost farm productivity. We introduced the first granular inoculant, Soil Implant, and the first commercial liquid inoculants, Cell Tech and Cell Tech SCI. Now we're introducing new, patented Optimize Promoter Technology for soybeans, peanuts, alfalfa, and soon peas and lentils.

Inoculants add bacteria that stimulate legume crops to nodulate and fix nitrogen. How does Optimize Promoter Technology relate to inoculation, and what do retailers need to know about it?

We believe we're creating a whole new product category. Plants benefit from inoculation mainly from enhanced nodulation. In addition to nodulation, the Promoter Technology in Optimize stimulates growth almost immediately, independent of weather and soil conditions. Optimize enhances early vigor, improves crop stand, increases root mass, promotes vigorous growth and significantly increases yields. Optimize definitely is much more than an inoculant.

Optimize Lift was introduced late last year for peanuts. Optimize for Soybeans was launched early in 2004. It is designed to be applied by retail seed treaters and is compatible for 30 days before planting with ApronMaxx Bean Pak, ApronMaxx RTA, SoyGuard L Multi-Pak and Warden RTA fungicides.

Asian soybean rust is getting the lion's share of attention this season, and a lot of soybean growers will be budgeting for additional input costs. In that situation, how can a retailer convince a customer to invest in a new product like Optimize?

Actually, Nitragin has already done that work. There is a return-on-investment calculator available on our Web site, www.nitragin.com, and from our representatives. The calculation is based on nearly 500 field trials showing soybeans treated with Optimize showed an average yield increase of 12.5% per acre when compared to untreated soybeans. Regarding Asian soybean rust, South American research shows a combination of Optimize plus a fungicide treatment results in up to 14% higher yields over a fungicide treatment alone. Healthier soybeans are better able to fight disease, and that allows fungicides to work better if Asian soybean rust attacks.

We're working with the American Soybean Association and other organizations to help the industry prepare for Asian rust. In fact, Dr. Martin Diaz-Zorita, our South American agronomist and applied development manager, will be presenting research results at several of the ASA's soybean rust seminars this winter.

How can an organization like Nitragin make a positive difference in ag retailing?

Innovation is the key, and we're investing for the future. Growers need new ways to grow their business, and after their neighbors, they come to dealers for answers. Optimize for Soybeans was the most successful product launch we've ever had, with a significant portion of total sales going to retail. These new products offer growers an excellent return on investment and new sales for retailers.

Nitragin is also testing promising new technologies that will have application on both soybeans and non-legume crops such as corn, wheat and cotton. Products from these technologies should be available by 2008. Nitragin knows retailers are under the gun to replace declining margins, so our new technologies can help generate new revenue sources — and maybe a little more hope for tomorrow.

Dr. Scott Fleetwood joined Nitragin after serving in technology services, sales and marketing for American Cyanamid, and subsequently for FMC and Bayer CropScience in various marketing capacities. In 2001, the American Soybean Association recognized Fleetwood as Agri Business Person of the Year.

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