Monsanto Canada Inc.

Monsanto Canada Inc.

March 19, 2009 16:23 ET

Genuity™ Coming to Canada

Monsanto's trait technologies marketed under new brand starting in 2010

WINNIPEG, MANITOBA and GUELPH, ONTARIO--(Marketwire - March 19, 2009) - Monsanto Canada announced today that its value-added trait technologies will be marketed under the Genuity brand in Canada beginning in 2010. The Genuity brand is a family of traits designed to work together to enhance crop potential and simplify trait selection for farmers. The new brand was recently unveiled at the Commodity Classic agricultural trade show in Grapevine, Texas at the end of February.

Mike Nailor, trait marketing lead with Monsanto in eastern Canada, explains that as new trait technologies in Monsanto's research and development pipeline are introduced, having a common and consistent brand platform will help represent those products to farmers in the most straightforward way possible and avoid potential confusion in the marketplace.

"Genuity gives us the opportunity to communicate about our traits as a family of innovative products that will enable farmers to do what they do best, even better," said Nailor. "Genuity will provide a single, easily recognized brand to simplify the process by which farmers select Monsanto trait technology for use in their farm operations."

In Canada, the first traits under the Genuity banner will be Genuity Roundup Ready 2 Yield™ soybeans and Genuity Roundup Ready™ canola. Following regulatory approval, Genuity SmartStax™ corn will also be added to the Genuity family.

Todd Younghans, trait business manager with Monsanto in Western Canada, says the first visual evidence of Genuity will be seen starting this spring and summer in various materials used to identify those Genuity-branded products that will be available in the marketplace in 2010. Easy-to-read icons representing herbicide tolerance, insect protection, weather protection and increased productivity will be among the more visibly identifiable elements of the new brand.

"The Genuity icon system, which will be a prominent part of materials, including seed bags, will help farmers match traits with the specific needs of their farm operation," he said.

Additional information about Monsanto's Genuity brand will be communicated starting this spring and summer, leading up to the 2010 production season.

Headquartered in Winnipeg, Manitoba, Monsanto Canada Inc. is part of the larger global Monsanto family. Monsanto Company is an agricultural company and a leading global provider of technology-based solutions and agricultural products that improve farm productivity and food quality. Monsanto remains focused on enabling both small-holder and large-scale farmers to produce more from their land while conserving more of our world's natural resources such as water and energy. Learn more about our business and our commitments at

Monsanto Company is a member of BIO's Excellence Through Stewardship(SM) (ETS) Initiative. This product has been commercialized in compliance with the ETS and Monsanto Product Launch Stewardship policies, after meeting applicable regulatory requirements in key export markets with functioning regulatory systems. Any crop or material produced from this product can only be exported to, or used, processed or sold in countries where all necessary regulatory approvals have been granted. It is a violation of national and international law to move material containing biotech traits across boundaries into nations where import is not permitted. Monsanto encourages growers to talk to their grain handler or product purchaser to confirm their buying position for this product.

ALWAYS READ AND FOLLOW PESTICIDE LABEL DIRECTIONS. Roundup Ready® crops contain genes that confer tolerance to glyphosate, the active ingredient in Roundup® agricultural herbicides. Roundup® agricultural herbicides will kill crops that are not tolerant to glyphosate. Genuity™, Monsanto®, Roundup®, Roundup Ready®, Roundup Ready 2 Yield™, and Smartstax™ are trademarks of Monsanto Technology LLC, Monsanto Canada, Inc. licensee. (C)2009 Monsanto Canada Inc.

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