NovaChem > Industry News > 2014 > Syngenta message strikes a chord

Syngenta message strikes a chord

Published on 16/01/2014

John Yates, marketing manager for Syngenta, says feedback from the campaign so far has been extremely positive.
“A number of resellers in particular have told us it was great to have specific examples of generics not performing as well as branded products.”
A full 'Syngenta Brand Pack' highlighting difference between Syngenta products and some generic formulations sold in New Zealand was sent to key growers, resellers and industry stakeholders late last year.
In addition, a brochure called 'Syngenta products and generic formulations in NZ' was sent to every cereal, fruit and vegetable
grower in the country, as an insert in relevant industry magazines, as well as the November/  December edition of Agribusiness.
“One reseller emailed us to say our brochure was compelling reading and they would use the case studies to get Syngenta
products over the counter to those growers who argue price,” John Yates says.
Content highlighted by Syngenta include why formulation matters; Karate Zeon vs generic lambda-cyhalothrin; Bravo Weatherstik
vs generic chlorothalonil; Amistar technology vs generic azoxystrobin and questions to ask before buying a generic product.
Syngenta included a pack of generic and branded Blu-Tack in a direct mail pack, highlighting that two products can look and
sound the same, but they can perform very differently.
"We had numerous reports of the generic Blu-Tack sticking for minutes, while the branded Blu-Tack was still holding up a poster
days later,” Yates says.
Syngenta plans to follow up its 'Generic Offensive' campaign with additional case studies in the future and encourages other manufacturers to highlight examples of where generic products fail to match the performance or
quality standards of their branded products.
For more detail phone John Yates on 09 306 1504 or visit

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