Monsanto specialty crop traits have a new name and look for the 2010 crop season. The new brand name Genuity covers Monsanto’s entire family of technology traits — from VT Triple PRO and SmartStax to Roundup Ready 2 Yield.

Monsanto decided to move all its traits under one brand name to help customers quickly identify what traits are in a bag of seed. Previously, a bag of seed had multiple trait labels printed on it, depending on what was included in the seed. As Monsanto continued to develop more traits, the bag became cluttered with new labels.

The new Genuity brand includes a system of four icons that will accompany the Genuity name. The icons will identify traits for herbicide tolerance, insect protection, weather protection and increased productivity. Also, trait descriptions will be written beneath the icons. These could include Roundup Ready, SmartStax, and VT Triple PRO.

Monsanto Chief Technology Officer Robert Fraley reports that the company plans to develop 30 to 40 new products in the next decade, so it needed a new brand initiative to handle the increasing number of new traits. Fraley believes that, in the future, seed stacks will contain 15 to 20 different genes.


Genuity – Monsanto’s new brand of traits

The Genuity name will be Monsanto’s new brand name for all traits. Dion McBay, U.S. Trait Marketing, explains Genuity and how the name was chosen. ...