Kansas City, Missouri
June 7, 2002
- Agreement puts key market
players in alliance
- Strong growth in lawn and garden market is goal
- Increased Value in market will benefit retailers
Bayer CropScience
has formed a strategic partnership with United Industries that
paves the way for Bayer to significantly strengthen its position
in the consumer lawn and garden market.
The alliance between these two key players gives Bayer a
minority stake in United Industries, grants United access to
certain proprietary Bayer technology, and provides Bayer with
access to United's award-winning in-store retail service for the
Bayer Advanced(R) line of consumer lawn and garden products.
"This alliance represents an important step for Bayer
Environmental Science, the new business group with
responsibility for lawn and garden markets within the recently
formed Bayer CropScience," stated Emil Lansu, Regional Head of
Bayer CropScience for NAFTA. "With this agreement, we foresee
significantly greater market penetration for our Bayer Advanced
product line through superior in-store service from the best
service provider in the industry. We achieve far broader reach
among consumers for our innovative product line. And we
strengthen our long-term commitment to the industry through our
partnership stake in United Industries."
Lansu said that the agreement adds up to stronger market
positions for both companies, greater value overall for the lawn
and garden market and, very importantly, greater business
success for their valued retailer customers who serve that
market. "If we meet the business needs of our customers, the
retailers, we will have created a win-win situation for everyone
involved," he stated.
Just into its third season in the consumer lawn and garden
market, Bayer CropScience has emerged as one of the industry's
leaders through the popular Bayer Advanced Lawn(R), Bayer
Advanced Garden(R) and Bayer Advanced Home(R) line of products.
Available at major retail outlets nationwide, Bayer Advanced is
the innovation leader in all categories in which it competes.
"From the start, our key to success has been to provide for
consumers innovative solutions for lawn and garden problems,"
said Dr. Helmut Schramm, Global Head of the Consumer Products
business for Bayer Environmental Science. "We achieved that by
creating highly effective products based on Bayer proprietary
technology, building on the widely recognized Bayer brand, and
cutting through the retail shelf confusion with attractive
consumer-friendly packaging and labels," he added. "Customers
respond to this combination, further strengthening the presence
of the Bayer Advanced brand in retail outlets.
"We look to significantly build on that success by working with
United Industries," Schramm added. "We believe we can strengthen
consumer demand by coupling our popular advertising and
promotion campaigns with the superior in- store service that
United can provide. With this combination, we foresee
significant benefit for consumers, retailers and both Bayer
CropScience and United."
The Bayer Advanced line, Schramm explained, is supported by a
strong Bayer CropScience R&D pipeline. "Many of these molecules
are suitable for lawn and garden usage, further evidence of our
long-term commitment to this market and to our retailer
customers."
The Bayer Advanced product line is managed by the Bayer
Environmental Science business group, which is headed by Pascal
Housset. This business is among the worldwide leaders in the
professional turf & ornamental and pest and vector control
industries, as well as the consumer lawn and garden market.
"Our Environmental Science products already have strong
positions in the European consumer lawn and garden market,"
Schramm noted. "Our partnership with the premier U.S. in-store
service provider in the industry, United Industries, will enable
us to achieve the important strategic goal of significantly
strengthening our consumer lawn and garden business in this
country."
Bayer CropScience was formed through Bayer AG's acquisition
of Aventis CropScience, which now is being integrated into
Bayer's existing worldwide crop protection business. With the
theme, Your Partner for Growth, the new company will market a
combined portfolio of products from the former Bayer Crop
Protection and Aventis CropScience businesses.
Bayer CropScience researches, develops, manufactures and sells a
broad range of innovative crop science products for the crop
protection, biotechnology and seed markets; the turf &
ornamental and professional pest management markets; and the
consumer lawn and garden markets. Bayer CropScience, with
worldwide headquarters in Monheim, Germany, is a business area
within the worldwide Bayer Group.
Bayer is an international, research-based group with core
businesses in health care, crop science, polymers and specialty
chemicals. It employs some 117,000 people throughout the world.
In 2001 Bayer had sales of EUR 30.3 billion and net income of
EUR 965 million. Capital expenditures amounted to EUR 2.6
billion, R&D spending to EUR 2.6 billion. The Bayer Group stock
is a component of the DAX and is listed on the New York Stock
Exchange (ticker symbol: BAY).
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