Touchdown Sticks!
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): | February 2007–July 2008 |
Start of Advertising/Communication Effort: | February 2007 |
Base Period for Comparison: | 2005–2006 growing seasons |
“A rose is a rose is a rose.”
When Gertrude Stein made that declaration at a literary soiree in the modernist Paris of early 1900s, Canadian agriculture, crop protection and the commodization of glyphosate technology were the furthest from her mind. Yet, a hundred years, scores of scientific discoveries, and billions of tons of glyphosate tolerant crops later, Canadian farmers were paraphrasing her wisecrack – “a glyphosate is a glyphosate is a glyphosate.”
Glyphosate is...