Also honored by the judges.

ADVANCED BIOLOGICAL MARKETING'S EXCALIBRE ENCAPSULATED INOCULANT 

Advanced Biological Marketing (ABM) entered the soybean inoculant market for the first time in 2002 at a time when two companies dominated it and others were also entering it.

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Its new technology, Excalibre encapsulation formulation, allows a high degree of protection for fragile live rhizobia and other beneficial microbes, resulting in a longer shelf life and often higher compatibility with seed pesticides. Tested by universities, seed companies, distributors, retailers and farmers, it was found to have a field performance that matched or exceeded the yield responses of its competitors, while adding convenience and flexibility to farmers and dealer seed handling systems.

2007 was the first year ABM "graduated" as a company to significant penetration with sales and marketing through national and regional crop protection and seed distribution, including United Agri Products, Croplan, Wilbur-Ellis, CPS-Agrium and others.

Nearly all of its communication activities were focused on crop input retailers, including direct mail, trade shows and trade publications.

ABM believes it nearly doubled its market share in 2007. It believes the overall inoculant use rate in the U.S. soybean marketplace to be about 20%, representing a "normal" size of $28 million annually.

BASF'S HEADLINE

In today's ag economy, corn growers want to continue pushing yields higher, but with the advent of biotechnology, there was little research taking place into what was going on inside the plant--the triggers.

BASF achieved success for Headline fungicide by first identifying this market need that was going unfilled, investing in the research science, developing the innovation, and then introducing the solution. It's research showed the application of Headline boosted corn yields 12 to 15 bushels per acre, with a resulting Return On Investment (ROI) of an average more than 160%.

Creating a "Plant Health" initiative, BASF worked closely with retailers, distributors, aerial applicators, crop consultants and other Centers of Influence to create a market acre-by-acre and grew it by creating a "buzz" about the product.

Marketing activities included grower meetings, lead sponsorship in the National Corn Growers Association's yield contest, significant presence at industry events, print and Web site ads, plus many other activities.

By July 2007, a survey of corn growers indicated that 25% planned to apply Headline this year, representing an incredible increase from the 0% three years ago. It also showed an 81% level of awareness for the product.

CASE IH'S MODULE EXPRESS 625

Over the years, three major innovations have transformed cotton production:

* Eli Whitney's cotton gin,

* International Harvester's mechanical cotton picker, and

* The first in-field (but not on-board) module-building implement.

These innovations have made cotton more available and also caused cultural shifts in areas where cotton is grown. The Module Express 625 has been described as the fourth major innovation.

Successful marketing of the machine began with the initial development process. Case IH has cooperatively worked with the entire U.S. cotton industry to develop a machine that fits with common practices of both cotton farmers and gins--without additional handling or capital investment.

The Module Express was officially unveiled to Case IH dealers, media, potential customers and other industry representatives at an invitation-only launch event held in October 2006.

Its communications activities include heightening its profile at major cotton trade shows and events, ads in grower publications, and key customer tours at its manufacturing facility in Minnesota.

Due to overwhelming demand, planned first year production was expanded, but Case IH was still unable to meet full demand for 2007 machines.

DICKEY-JOHN MINI GAC/MINI GAG PLUS

The need for a hand held portable grain moisture tester was first recognized by DICKEY-john in the early 1970s when the first tester, the DJIS, was brought to market.

In February 2007, the company launched its next generation of testers, the mini GAC (Grain Analysis Computer) and the mini GAC plus. For the first time ever, a farmer has access and the ability to use the same calibrations that are used for commercial testing and accurate test weight information.

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These efficiencies are raised:

* An accurate dial in to correct moisture levels for on-line combine monitors,

* Knowing what fields to harvest next and how to place equipment in the field to minimize fuel and transportation costs, and

* Accurate drying of grain.

* Users' income and bottom line are also improved by avoiding dockages during commercial trade.

A media campaign was launched consisting of ads in key trade journals and Web based advertising. In addition, DICKEY-john also developed better packing alternatives for in-store customers. This resulted in an attractive carrying case for the product and its first point of purchase product sleeve that prominently points out the key selling features and the ease of use.

JOHN DEERE'S 7760 COTTON PICKER

The 7760 Cotton Picker was introduced August 23, 2007, at a special dealer product launch in Cincinnati, OH.

The machine produces a formed and wrapped round cotton module on-board and requires none of the equipment associated with traditional module production, including a tractor, boll buggy, and module builder as well as the costs associated with fuel, labor, maintenance and insurance.

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Although a frill-scale advertising and promotional campaign is just now underway, John Deere was able to take advantage of the high level of interest that existed through significant pre-launch public relations activities. This strategy helped ensure correct information reached potential customers, industry partners, and both ag and non-ag media.

The cotton harvester market in the U.S. has been, and is currently, dominated by John Deere and a single competitor. Industry statistics put annual cotton picker volume somewhere between 450 and 500 units (pickers only); John Deere currently enjoys significant market share and has been the market leader the last ten years.

Both equipment companies have introduced module-building cotton pickers within the last 12 months. However, total U.S. cotton harvester market share is not expected to change significantly for either manufacturer, as both have introduced their respective machines on a 'limited-availability' basis.

CRYSTALYX BRAND SUPPLEMENT'S BIORARREL

The BioBarrel is a non-returnable, single-trip container used to deliver CRYSTALYX low-moisture supplements for cattle. It is made through a patented process using only ground straw and soy flour.

Since this was an entirely new container concept, the need to make sure the BioBarrel was positioned, handled and stored correctly was crucial to its success. So, a series of meetings was held, a CD was produce with FAQ's and video clips, and PowerPoint presentations were prepared for its sales representatives' use.

Both advertising and public relations approaches were used to launch the BioBarrel. Most of the tactics were directed to producers, but there were also educational efforts targeted toward manufacturing, sales representatives, distributors and dealers.

Ads and editorial coverage have appeared in over 60 livestock publications. In addition, "Supplement Strategies Live," a one-hour live broadcast featuring host interviews and live viewer call-ins ran on RFD-TV.

The overall market for free-choice, low-moisture block livestock supplements is estimated at $100 million in North America.

DOW AGROSCIENCE'S TECHNOLOGY FOR TRAITS

2007 was the launch year for Dow AgroScience's new portfolio of "Technology for Traits" corn herbicide products including SureStar, Durango DMA and Sonic. These products are being used as residual herbicides with Roundup Ready corn, an estimated market of $200 million.

A key factor in the current market environment is the growing number of documented glyphosate-resistant and tolerant weeds. Related to this is the known fact that it is critical to control weed competition during the first few weeks after planting in order to maximize yield in both corn and soybeans.

Products marketed under the Technology for Traits brand platform are designed specifically as foundation weed control products for improved weed control solutions for herbicide tolerant crops and will improve performance on difficult-to-control and resistant weeds.

Marketing activities include ad campaigns, a dedicated Web site, media tours and plot tours at farm shows.

Although other companies are working on products for difficult-to-control weeds in herbicide-tolerant crops, Dow AgroSciences is the first to launch and commercialize a pre-plant, pre-emergence and early post-emergence herbicide designed for use in Roundup Ready corn with multiple modes of action.

Editor's Note: The following is information provided from the companies whose products were named runners up in the 2007 Product of the Year program.