Monsanto hopes to simplify selection of branded traits


ST. LOUIS — Monsanto is hoping to simplify trait selection for farmers with the launch of Genuity, which will differentiate the company’s technology products under one platform.

Ernesto Fajardo, a Monsanto vice president, said the company’s next generation, value-added trait technologies will be marketed as Genuity beginning in 2010.

He said the Genuity family of traits will be used with Monsanto’s newest and future traits: 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.

Dion McBay, Monsanto U.S. traits marketing lead, said the brand name is the result of conversations and feedback that started with farmers.

He said Genuity seed bags will feature easy-to-read icons representing insect protection, herbicide tolerance, weather protection and increased productivity to illustrate clearly the benefits the traits offer.

The Genuity icon system, he said, will help farmers match traits with the specific needs of their farm.

For more information about Monsanto’s new Genuity brand, visit


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