Bayer Launches Brand Platform “Vegetables by Bayer”

With its new brand identity, positioning, and global website ( vegetables.bayer.com ), Bayer has launched its brand platform “ Vegetables by Bayer” , uniting its two trusted brands Seminis® and De Ruiter® under one common goal.

With more than 20 different products and thousands of innovative seed varieties, Seminis® and De Ruiter® have long offered modern solutions to producers in different types of open field and greenhouse cultivation. Now they will join forces as part of “Vegetables by Bayer” with a deeper commitment to providing value to manufacturers, partners, consumers and the world at every step, through a brand new brand identity.

Inci Dannenberg, President of Bayer Global Vegetable Seeds, said: “The new 'Vegetables by Bayer' umbrella, bringing together Bayer's world-class experts and resources, will enable our Seminis® and De Ruiter® brands to deliver value to customers and partners in new and exciting ways.” he stated.

This value manifests itself in four key areas: collaboration, innovation, performance and sustainability.

• Collaboration: The recently announced collaboration with Netherlands-based BraZander Nursery, the first hydroponic farm to join the Bayer ForwardFarming network, is an example of Bayer's commitment to partnership with the agri-production industry. This announcement marks the expansion of the De Ruiter Experience Center's existing collaboration with BraZander, an advanced hydroponic production demonstration center focused on the latest breeding, aquaculture and digital technologies for sustainable tomato production.

• Innovation: With one of the most diverse gene resources in the industry, along with digital and crop protection innovations, Bayer aims to develop integrated solutions that increase yield and adaptability while responding to customer demands. This investment in innovation; A viral disease that can be easily transmitted through agricultural tools and equipment, plants, water, soil and humans appears in the recent introduction of new tomato varieties with moderate resistance to Tomato Brown Wrinkle Fruit Virus (ToBRFV) . These varieties mean more marketable products for producers without fruit and leaf symptoms and an opportunity to provide a more stable supply to the food chain.
• Performance : From best-in-class seeds to expert agricultural service with custom and digital solutions, “Vegetables by Bayer” collaborates with growers and business partners for an accurate crop management supported by foresight, which increases confidence in our most preferred varieties. For example, the Advanced Precision Horticulture (APH) initiative; It aims to automatically assist plant growth and plant balance management, to take a safer route at every stage of the production process, and to maximize the yield and return of the producers. For this, it combines plant phenotyping, optimized hydroponic greenhouse climatic conditions and concrete producer insights.
• Sustainability : Every investment in innovation is an investment in sustainability. Through public-private collaborations, such as a partnership with the World Vegetable Center, an international not-for-profit research and development institute, Bayer strives to develop advanced varieties that meet the specific needs of smallholder producers in Asia and Africa. This collaboration is an example of Bayer's commitment to reach 100 million smallholder farmers by 2030 by providing the tools, training and resources needed for smallholder producers to grow their businesses sustainably.

Bayer's new brand launch took place at the same time as the United Nations' announcement of the "2021 Year of Fruits and Vegetables", which aims to raise awareness about the benefits of fruit and vegetable consumption. Dannenberg: “From our industry-leading R&D to tailored solutions that go beyond the seed to meet the evolving needs of the market, 'Vegetables by Bayer' reflects our commitment to helping our customers grow their businesses and thereby developing a healthier, more sustainable world.” he stated.