Official Magazine of the National Agri-Marketing Association

November/December 2015/$7

01 NOVDEC 15 Cover SYNGENTA ONLY_01 CoverAM 12/16/15 9:55 AM Page 1

L ike most farmers, when walkinghis fields, the last thing NathanMiller of Ohio wants to see is

weeds. And yet, for as long as he canremember, giant ragweed and morningglory have become an alltoo familiar sight.

“The first thing that goes throughmy mind when I see these weedsemerging is, ‘Did my herbicide actually work?,’” Miller says.

It’s a question many farmers areasking as infestations of toughbroadleaf weeds in corn increase andglyphosate resistance remains anongoing threat to yield.

Adds Miller, “You can definitelynotice a difference in harvestabilityand yield when those weeds begin tocrawl up the corn plants and shadethem from sunlight.”

The USDA estimates that two-thirds of all U.S. corn acres aretreated with glyphosate. Experienceslike Miller’s are part of the reasonwhy four out of five farmers areactively seeking new products, withthe main reason to achieve betterweed control, according to 2014 Syngenta market research. And,glyphosate resistance is driving: • Increased use of pre-emerge

residuals; • More robust residual use rates; and• A need for herbicide premixes with

multiple modes of action andactive ingredients.

To offer growers an alternative,scientists at Syngenta have long beenresearching a new active ingredientto control tougher, resistant weeds incorn. This research culminated in2015 with the launch of Acuron® cornherbicide, powered by a novel activeingredient — bicyclopyrone. Bicyclopyrone is combined withthree other active ingredients inAcuron to offer three modes ofaction for multi-targeted control.

A NEW PLAYERProduct development trials in 2012and 2013 showed that bicyclopyronedelivered improved control and more

consistent control of tough weeds overcompetitors. Since then, bicyclopyronehas been tested in more than 800 trialswith several soil types and undervarying weather conditions.

Acuron offers broad-spectrumcontrol of more than 70 weeds in corn,including giant ragweed, commonragweed, Palmer amaranth, waterhemp, marestail, kochia, cocklebur, morningglory and Russianthistle. It also controls high-pressureweeds and resistant weed biotypes.With the addition of bicyclopyrone,Acuron controls tough broadleafweeds in corn at a level that is a stepchange above current herbicides onthe market today.

ROAD TO REGISTRATIONAcuron received registration fromthe EPA in April of 2015, whichmeant growers would have their firstopportunity to test the product forthemselves. Syngenta was confidentthat growers would see the sameresults that they had seen duringproduct development.

“Launching an entirely newactive ingredient is a really big deal in our industry,” says JohnForesman, herbicide product lead atSyngenta. “It’s not something thathappens every day. We were allanticipating the reaction we would

see out in the fields. Farmers neednew solutions and products withmultiple modes of action to targettough weeds and that’s what wewanted to give them.”

Farmers like Stephen Schilz inNebraska were eager to try the newproduct, which was recommendedas a pre-emerge, full-rate treatmentthat could provide season-long control in one pass.

“When I heard about Acuroncorn herbicide from my Syngentaagronomist and saw the list of weedsthat it would control, I was excited totry it on our farm and thought itwould be a great fit,” Schilz says. “I wanted the convenience of a one-pass system”

Ironically, it was Acuron’s broadclaims for weed control that were aninitial reason why some farmers

2015 NEW PRODUCT OF THE YEAR

SYNGENTA’S ACURON CORN HERBICIDEby the Agri Marketing Editors

Foresman

Untreated (l) versus Syngenta’s Acuron Pre trial in Illinois.

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were skeptical. Says Miller, “After I saw the long

list of weeds that Acuron would control, I had some doubts butwanted to try it out in some of mytoughest spots.”

Miller applied Acuron in earlyMay in the hopes that he could getseason-long control with one product.

“The biggest thing I wanted toaccomplish was a true one-pass system,” Miller adds. “I receivednine to 10 weeks of residual controlon some of our toughest weeds.That’s about two to three weeksmore than I’ve received in the past.”

Early signs of success with growers were validated when

Syngenta learned that Acuron hadbeen named Agri Marketing’s 2015NEW Product of the Year.

“That was really wonderfulnews, and it confirmed to everyonethat we had the industry behind usand that we had really done what wehad set out to achieve, which was togive farmers the confidence that theycould get a handle on these resistantweeds,” Foresman adds.

One of the program’s judges,Dave Coppess, Executive Vice President of Sales & Marketing forHeartland Co-Op in Des Moines,Iowa, called Acuron a “clear winner”and remarked on the timeliness ofthe product as a solution for today’sproblems as a part of its appeal.

“Syngenta has always excelled intheir ability to position products inan attractive and professional manner,” Coppess says. “Theydemonstrated they had done a thorough market analysis and effectively positioned Acuron as apremier solution to the glyphosateresistance issue plaguing the cornherbicide market. The industryrecognition already acknowledgedby National Agri-Marketing Assn, Public Relations Society ofAmerica and American AgricultureEditors’ Association demonstratesthis product is well positioned forsuccess in the market.”

After numerous field trials on the efficacy of Acuron,Syngenta knew they had a star product on their

hands. But after promising data and early success infield trials, the company wanted to bring the power ofthe product to life.

Working with their creative partners, Syngentalaunched an integrated campaign based on the premisethat “weeds are no laughing matter.” The inspirationwas taken from the real words and experiences ofgrowers who shared that they felt like weeds werelaughing at their current herbicide programs.

More than a tagline, the sentiment was based on thevery real frustration growers were feeling that, despitetheir best efforts, weeds were gaining the upper hand, threatening their livelihood and the long-term sustainability of their farming operations.

With the launch of Acuron, Syngenta intended toput growers back in control with a solution to meettheir needs that was flexible, dependable and helpedthem reach their goals.

To support this message, Syngenta developed astrategic and targeted campaign bringing the “laughingweeds” to life. The campaign included strong mediarelations, public relations and advertising efforts whereSyngenta sought to drive home the message to growersthat resistance is everyone’s challenge and not something that happens to “other farmers.”

By employing a full mix of media channels in thecampaign, Syngenta was able to surround growers withAcuron messaging and make them aware of howAcuron could help them get the last laugh on toughweeds. The communications team layered in more targeted tactics for added impact, such as a direct mailfeaturing one-to-one communications with localizedmessaging, a retailer point-of purchase display, billboards and high-impact digital communications andlaunching with TV during the Superbowl.

To celebrate the launch internally and create excitement among employees,the team coordinated withSyngenta Health Services to create an onsite wellness event atseven Syngenta sites across theU.S. called “Step-Change to BetterHealth” which would be sponsored by Acuron.

Acuron was also promoted at major agriculturaltradeshows and at Syngenta Grow More ExperienceSites, showcases for new Syngenta technology acrossthe country. Targeted advertising and public relationsefforts resulted in more than 65 million impressionsacross all mediums.

Says David Piñon, Communications Lead at Syngenta, “We call Acuron a stepchange in weed management, but now growers are calling Acuron astep change in weed management because it can dramatically improve their efforts in controlling toughweeds. We want farmers to have the last laugh.” AM

INNOVATIVE CAMPAIGN BRINGS ACURON TO LIFE

Pinon

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GETTING TOUGHER ON WEEDSSyngenta has long been a proponentof resistance management and developed the Resistance Fighter®

platform in 2002 in response to therapid evolution of glyphosate-resistant weeds at the time. Today,Syngenta continues to spread theresistance message to growers.

Travis Gustafson, Syngentaagronomic service rep in Nebraska,has seen how resistance develops infields and suggests that a pre-emergeapplication of Acuron is one of thebest things farmers can do to manage resistance.

“We believe in putting out morethan one mode of action to controlpests and ultimately slow downresistance,” Gustafson says. “If youask farmers what their tough-to-control weeds are, they’re going totell you waterhemp, kochia, morningglory and others. It just sohappens that those are the weedsthat are also resistant to glyphosateand to a number of other herbicides.

“We just have to get tougher onweeds and that is really whatAcuron is bringing to the table. Ournew active ingredient is much morepotent when it comes to weeds.”

Looking to the future, Syngenta ispositioning Acuron as a herbicide thatwill help farmers for years to come byreducing the weed seed bank — thereserve of weed seeds found in thesoil. Most of the new weeds enteringthese banks stem from the seeds ofweed escapes. Controlling weeds willprevent “deposits” into the bank

making nextseason’s weedseasier to manage.

“In some ofthe acres thatwere really hitwith weedinfestations, weknew thatfarmers wereworrying aboutthe future of the farm,”Foresman says.

With its season-longcontrol, Acuronis equipped toprevent those weed escapes while itsthree modes of action provide built-in corn weed resistance management.

“Products with multiple modes of action are critical whendeveloping a strong weed management program, especiallywhen you have weed resistance,”says Bud Sanken, grower fromHutchinson, Minnesota. “Bicyclopyrone helps deliver greaterresidual control.”

Illinois grower and retailer,Lance Holtsclaw, appreciated thatAcuron performed well even duringadverse weather conditions.

“We had 16 inches of rain thisseason,” Holtsclaw says. “Acuronshould not have lasted as long as itdid. I did not have to respray ourAcuron acres, but I have had to

respray theacres wherewe used otherherbicides.Acuron has performedway beyondwhat Iexpected thisyear.”

FLEXIBILITY Dealing withunreliableweather ispart of theflexibility thatgrowersappreciateabout Acuron.

Syngenta recommends using Acuronas a pre-emerge, but extols the flexibility of the product and its ability to have a wider applicationwindow.

Acuron’s flexibility extends todifferent types of operations, as well,including irrigated corn production.Illinois grower Fred Steck foundthat Acuron took care of weeds thathad troubled him in the past.

“We use irrigation and it can betough to find chemicals that last, butI’m really pleased with the residualcontrol offered by Acuron,” Stecksays. “We applied Acuron at a fullrate, pre-plant. Cocklebur and morningglory never curled up muchin the past, but Acuron seemed tonail them both. We plan to use itagain next year on ever more acres.”

Adds Missouri grower RickyKempe, “I feel that Acuron is one ofthe best chemicals on the market.The return on investment is therebecause a clean field means youdon’t have to put up a fight in thefall post-harvest.”

Proven in the lab and in the field,Acuron is a product that Syngentabelieves more growers will turn to asan alternative to current weed control options for tackling toughweeds. It will play a critical role inthe long-term viability of a farmer’soperation, making corn productionmore sustainable for future generations.

For more information about Acuron, visit www.Acuron-Herbicide.com. AM

Mike Walters, grower in Johnson Creek, WI, gets the last laugh on tough weeds.

Farm shows played an integral part of Acuron’s launch. Here, Syngenta’sherbicide product lead John Foresman is interviewed at the Farm ProgressShow by Iowa Agribusiness Radio Network’s Ken Root.

NEW PRODUCT OF THE YEAR/continued

©2015 Syngenta. Important: Always read and follow label instructions. Some crop protection products may not be registered for sale or use in all states or counties. Please check with your local extensionservice to ensure registration status. Acuron is a Restricted Use Pesticide. Acuron®, Resistance Fighter® and the Syngenta logo are trademarks of a Syngenta Group Company.

SLC 7346A

Reprinted with permission by Agri Marketing magazine

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