Crop protection is a mature industry awash in functional product messaging and driven by conventions like sales incentives, promotional pricing and rebates. The result is a commoditized market flooded with product-first communications. While BASF struggled to breathe life into our stagnant market share, we were significantly outspent by huge global competitors like Bayer and Monsanto.
The sheer amount of chemistry available is overwhelming, with BASF alone producing more than 70+ product brands and growing. Many farmers spend upwards of $150,000 on crop protection annually. While these inputs are critical to their success, some still struggle to see the value of such a hefty investment year upon year. This is especially true in recent years as crashing commodities markets continue to shrink farmers' margins and threaten their family legacy.
Only 40 chances to build a legacy.