BASF Headline fungicide has become a major crop protection product for corn in just the past two years, not as a fungicide but as an overall plant health product. In fact, it has become a real success story in agricultural marketing and the ability to take advantage of favorable market factors.

BASF Vice President for strategic marketing of ag products Emmanual Butstraen says once the plant health effect of Headline was recognized they focused on marketing the product for corn. “Because the market conditions of this year were high commodity prices, business went up substantially.”

Headline is a real bright spot in the BASF portfolio, but there are others in the pipeline. “The challenge for BASF is bringing innovation to the farmers,” Butstraen says.

He also talks about the BASF partnership with Monsanto. “Monsanto and BASF together are stronger than any single other company for the farmer.”

Listen my interview with Emmanual from my visit to Germany here:
basf-emmanuel.mp3

View the Flickr Photo Album from BASF in Germany and Brussels