Top dogs turn heads.

The Top Dog campaign certainly changed grower perceptions of the DEKALB brand and also raised awareness of its leading edge technology, Jamie Rickard, Monsanto Canada seed marketing manager, says.

Rickard points to recent market research to illustrate changing farmer perceptions of DEKALB. In a 2001 corn hybrid market brand image study conducted by Stratus Agri-Marketing Inc., DEKALB received the highest rating for overall grower satisfaction and also won high praise from growers who planted DEKALB Roundup Ready corn.

Greg Dunlop, Stratus vice president, who notes that the study results are based on post-harvest grower interviews conducted in 2001, says: "DEKALB is certainly getting top marks from growers. The study compared post-harvest planting intentions for 2002, and it certainly indicates that in 2002 a greater number of farmers were devoting a greater number of acres to DEKALB than in 2001."

Rickard says grower planting intentions have indeed translated into an increase in acres planted with DEKALB seed. "Our 2002 sales were significantly higher than 2000 levels," says Rickard, who indicates that grower demand for DEKALB seed technology will drive further sales increases for 2003.

Dunlop points out that Roundup Ready corn has played an important role in the revitalization of the DEKALB brand. "Our study documented a 96 percent grower satisfaction rating with the technology. That has likely had a positive impact on overall satisfaction as well as planting intentions," he says.

Dunlop believes that DEKALB is being recognized by growers for delivering important performance attributes. "One of the most important attributes that growers look for is yield, and on that level DEKALB is getting very good marks. That should be very positive for the company going forward," he says.