Agri Marketing's Product of the Year.

Agri Marketing magazine created the Product of the Year Award program in 1997 to recognize one agricultural product each year for outstanding marketing impact in the marketplace.

Nominations are judged on criteria that include sales and marketing goals, competitive pressure in the marketplace and effective use of marketing tools in the introduction of the product.

The top candidates from among those nominated were submitted to an independent group of judges from throughout the industry, who reviewed those top candidates and selected a winner.

The 2003 Agri Marketing Product of the Year winner is Callisto[TM] herbicide by Syngenta Crop Protection. This revolutionary product is a post-emergence herbicide for controlling broadleaf weeds. Callisto's active ingredient is inspired by naturally occurring compounds found in the Callistemon citrinus plant, which means it is a product found in nature that is good to the environment.

Due to this and Callisto's other key attributes, it has taken the market by storm. In just two years, the product captured greater market share in the post-emergent, broadleaf weed control market in corn than any of its competitors. And with a philosophy of "Under Promise, Over Deliver," the Callisto product and sales and marketing teams have exceeded customers' expectations.

Agri Marketing would like to thank Caryn Pearson of Gibbs & Soell Public Relations, Raleigh, N.C., for her guidance in producing this supplement.

Cover design courtesy of Martin|Williams.