NovaChem > Industry News > 2015 > Growing a big one a smash hit with resellers.

Growing a big one a smash hit with resellers.

Published on 12/08/2015

More than 250 stores have gone head to head in the Big Beet Off, each trying to grow the single biggest fodder beet, from seed, by 30 September.

Winners will receive one of two Bose Soundlink Mini Bluetooth Speakers, one each for the heaviest beet in the North and South
Island, and two runners up will each win a $200 Noel Leeming voucher.

Organiser Adama NZ says the rules are simple – any fodder beet cultivar can be used;
‘supplementary nutrition’ is not only permitted but encouraged, all resellers and their families can enter, and the weigh-in must be
done by Adama staff.

Bright green competition packs including a bin large enough to grow the beet in have been delivered off to stores throughout the
country, with staff responsible for sourcing their own seed for the Beet Off.

Country manager David MacGibbon says even though he and his team loved the concept from the start, they have still been
surprised by how many entrants they’ve received. “Obviously there are quite a few people out there who pride themselves on their ability to grow a big one! We’re can’t wait to see the results.”

As a way of keeping Adama’s fodder beet market leadership on trend during the off season, MacGibbon says the Big Beet Off has definitely proved a winner even before the results are judged.

“Our herbicides are well positioned in this market and we have worked hard over the past couple of years to support the trade with good advice as well as good products for what is quite a specialised crop.

“But as with any seasonal market, it’s sometimes quite hard to keep a strong presence going during the off season, particularly as we don’t want to inundate stores with information they don’t need at times that are not relevant.”

Adama came up with the idea of a growing competition, but it was the company’s agency, Harvey Cameron, which devised the
clever and engaging theme.

Included in support material for the Big Beet Off is a brief technical refresher which covers key points for successful weed control in the crop, without going overboard on promoting specific herbicide brands.

Unsurprisingly, there’s been plenty of comment as well as humour from those being encouraged to give the competition a go and
MacGibbon says this is one pre-seasonal promotion where word has spread very fast.

“It’s been fun for everyone involved. We’ve seen some very creative agronomic programmes developed for some of these beets – I’m not sure how commercially viable they might be but we are definitely going to have an interesting time with the weigh-ins come spring.”

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