Sydney, Australia, August 11, 2014The unveiling of Adama Australia was attended by distributor representatives from across the industry. On hand to launch the new brand was Adama president and CEO Chen Lichtenstein, who travelled from Israel, and global head of marketing John-Marc Dardier, who is based in Switzerland. The focus of the launch was to let customers know about Adama, its future and how as a company, Adama and their partners can 'Simply. Grow. Together.'
Mr Lichtenstein described the current ownership of Adama and the backing of its major shareholder, ChemChina as a significant partnership that would give Adama exciting capabilities and opportunities for the future.
“ChemChina is a company that continues to rapidly grow, from a new company in 2004 to a $32 Billion company in just ten years,” said Chen. “It is a leading player in the industry with businesses covering the entire chemical value chain.”
“The leadership position that we build in China will have great benefits for our partners in Australia and Australian farming. It will allow us to bring global solutions coupled with local R&D to provide simple, tailor made solutions to Australian farmers. We have an exciting platform for growth that will be built on innovative and distinctive products and services, combined with a digital approach that will connect the farming community to each other and our products.”
Dardier spoke of the global marketing strategy, and how digital will play a significant role, “We will deliver new digital tools that assist our partners to deliver specific solutions for their farmers and growers,” he said.
“At the heart of Adama’s new global brand strategy is our promise to simply grow together. We have created simplicity in our structure by uniting over 20 company brands into one simple master brand, and by condensing hundreds of product brands and segmenting them into two distinct umbrella brands – Advanced and Essentials.”
The Advanced range highlights those products with far greater innovation, differentiation and which offer farmers the benefit of simplicity, whereas the Essentials range will highlight less differentiated but valuable every day farming products and services.
Colour coding will also play a significant role in differentiating Adama’s product portfolio. The new colour coding system – blue packaging for fungicides, green packaging for herbicides, purple packaging for insecticides and orange packaging for crop enhancements – has been designed to help simplify product choice for farmers.
Although currently the world’s largest off-patent crop protection company, Adama’s new Advanced products will play a significant role in its future portfolio.
"This year in our new Advanced range we will have launched Triathlon, a broadleaf herbicide and Radial, a cereal fungicide," Adama Australia national sales manager Darrin Hines said.
"We'll soon introduce Solaris, a grape fungicide, Pryinex Super, a broad spectrum insecticide, and the company's first brand new molecule, Nimitz, a nematicide for horticulture."
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