Maize: the gift of the gods

is based on the quality germplasm packagewe offer growers, providing excellent fiberquality and high yield characteristics.”In Texas alone, nearly half the cottonplanted is of the FiberMax variety. Indeed,a recent study on FiberMax cotton seedbrand awareness conducted by ForwardResearch in March 2004 showed thatnearly two-thirds of the 454 cotton growersmentioned FiberMax when asked for cottonseed brands and 90% of respondentswho planted FiberMax in 2003 intend toplant it again in 2004. 2 The study confirmedthat respondents have a positiveimage of FiberMax and believe it produceshigh quality cotton and yields well.And this success and recognition is notlimited to the U.S. market. The FiberMaxcotton business has also been highlysuccessful in Greece, Turkey, Spain andBrazil: “We intend to consolidate our positionas the largest provider of cotton seedin Europe,” says David Morgan.What is behind this success and why isdemand so high for our cotton seed?Premium GeneticsAccording to Mike Gilbert, Global GeneralManager for Cotton in BioScience,Bayer CropScience, “The success of ourcotton lies in the quality of the genetics”.The cotton seed varieties that became‘FiberMax’ are based on an exceptionalgermplasm pool accessed through a jointventure between Bayer CropScience and theAustralian Commonwealth Scientific andIndustrial Research Organisation (CSIRO).“We have over 30 varieties derived frompremium genetic material that offers highyield and fiber quality across a number ofgeographies and management options”,explains Mike. What is more, the FiberMaxrange includes varieties with herbicidetolerant and insect resistant technologiesthat are in high demand as well as a numberof stacked varieties. This means thatthey include two or more desired traits(desired or targeted characteristics soughtby a breeder e.g. yield, stress tolerance,disease tolerance).The unique package of FiberMax seedis enhanced by traits, crop protection productsand services and this offering isconstantly being improved. In 2004, Bio-Science introduced LibertyLink ® Cottonas well Bollgard II ® Insect Protection intodifferent FiberMax varieties. According toMonty, “The Ignite/LibertyLink Cottonsystem is the first post-emergent herbicidegenetically modified system to be introducedin cotton since RoundUp Ready ®3was launched in 1997. It offers growersanother choice for excellent weed controland has already been introduced in fiveFiberMax varieties.”LibertyLink Cotton varieties have a fulltolerance to IGNITE ® herbicide (glufosinate),enabling growers to spray IGNITEdirectly over-the-top to control a broadspectrum of key grasses and broadleafweeds commonly found in cotton-producingareas. IGNITE and LibertyLink Cottonoffer full crop tolerance allowing anextremely broad application window.2 Forward Research Cotton Seed Study on behalf of Bayer CropScience. March 2004. Sample of 454 growersin Southwest, Mid-South and Southeast. All participants were the person responsible for making decisions oncotton seed and had to have planted at least 250 acres of cotton in 2003.3 registered trademark of Monsanto, USAThe power of branding: examples of the current advertising campaign of FiberMax in the United States.22 COURIER 1/05