Corteva Agriscience has announced its latest evolution in its seed brand lineup with the introduction of Brevant brand for corn and soybean seeds.
“This is a continuation and the capstone of what we started two years ago when we merged and formed Corteva,” says Brian Barker multi-channel seed brand leader for Corteva Agriscience. “Brevant shows our focus in growing our seed business through retail.”
As part of this brand introduction, the Mycogen brand will be phased out after the 2020 growing season. Additionally, Corteva is retiring the Terral Seeds and REV brands, and moving forward in the mid-south and southeast, a unified Pioneer and PhytoGen sales team will serve farmers in those geographies.
As Barker explains, roughly one-third of US corn and soybean seed is sold through the Pioneer agency network, one-third is sold through farmer dealers, and one-third is sold through retail. And the retail channel has unique needs for its seeding offering.
“We know we have to serve farmers in the way they want to buy,” Barker says. “Seed is a local business and a technical business with a lot of nuances. And the Brevant brand is a retail focused brand that will make it easy for the channel to do business with and bring the performance the farmer wants in products.”
AgPro editor Margy Eckelkamp discussed this on Wednesday's AgriTalk:
Examples in how it will be structured for business with ag retail include planning, product delivery, and product support.
“We will be introducing a ton of new product for this brand. And if you are a retail salesperson, you want to bring product that will perform to your customers,” Barker says.
Specifically, Brevant will focus its footprint in the Corn Belt. The brand was launched in other global markets earlier and will start its marketing campaigns this summer for the first U.S. planting season in 2021.
Additionally, Corteva is retiring the Terral Seeds and REV brands, and moving forward in the mid-south and southeast, a unified Pioneer and PhytoGen sales team will serve farmers in those geographies.
Corteva will still offer its four regional seed brands including Dariyland Seed, Hoegemeyer, NuTech and Seed Consultants. Pioneer will be the company’s global flagship. And AgVenture’s network of independent companies will continue to be supported.