Source: Monsanto news release



Monsanto has 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, according to Monsanto.



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," Fajardo said. "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 Roundup Ready 2 Yield soybeans, Genuity VT Triple PRO corn, 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, Genuity SmartStax corn.



Fajardo noted that Monsanto invests more than $2.6 million a day