News

Unique product benefits and a compelling marketing campaign have led to a “sell out” of Y series canola hybrids more than two months before the 2009 planting season for DuPont business Pioneer Hi-Bred Australia (PHA).

The Y series canola hybrids are forecast to make up 65 percent of PHA’s canola sales in 2009.  In a further indication of the deepening market penetration of canola, revenue is expected to match returns from corn, which has been the leading product for many years.

According to Keith Glasson, managing director, PHA, hybrid performance has been the main driver behind the growing demand for Y series. “We have seen demand for this product soar, largely because Y series hybrids combine high yield with the benefits of herbicide tolerance, unlike most other products on the market which have one or the other but not both,” Keith said.

“A lot of this has been driven by word-of-mouth endorsement of the product and by the launch of a targeted and compelling Y series hybrid marketing campaign,” Keith continued.