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Bruce Howison
Bruce Howison is Vice President,
Marketing for Syngenta Seeds and Traits.
Howison has 22 years of
experience in the Ag industry. He joined
Syngenta in 2004 as Head of Brand
Planning and Business Development. Prior
to joining Syngenta, he held various
roles with Advanta Seeds and Cargill.
“We’re in it for the
long term,” says Bruce Howison
regarding recent investments and hires
made by Syngenta seeds:
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Windows
Media Video
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Quicktime
Bruce Howison has observed that the seed
industry has had a record of destroying
equity in seed brands through acquision.
To hear how Syngenta intends to avoid
this pitfall by taking a different
approach to managing its brands, click
on:
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Windows
Media Video
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Quicktime |
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Syngenta’s
Role in the Sector
“We’re in it for the long
term.” |
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Multiple
Brands Approach
“We think the unique
relationship that a brand has
with a customer is an inherent
part of how we go to market.” |
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Brand
Segmentation
“Our challenge is to make our
brands even more unique.” |
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Creating
Demand
“The trait providers have
driven a marketing approach
rather than a sales approach in
the seed industry.” |
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Supporting
Farmers
“We have to help farmers in
being able to feed this growing
demand for food, for feed, and
for energy.” |
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