Grain Corn Varieties
#EXPECTMORE
We’ve achieved remarkable success with our two breeding programs ClimaControl3 and Plus4Grain in the key markets for grain corn in Europe. Our marketing team is now promoting KWS’ new varieties with a campaign developed in a collaborative effort between different countries.
These faces look authentic in all countries where the campaign is launched.
KWS is historically associated with top-class sugarbeet and silage corn genetics, but not with grain corn – that’s how farmers rated our company in key European grain corn markets in the past. Corteva and Bayer have traditionally dominated these markets and captured a more than 50% slice of them in the last years, compared with KWS’ single-digit share. “When farmers choose a grain corn variety, their decision is based 50 percent on yield, 18 percent on past experience, and 12 percent on recommendations,” says Victor Jubirca, Head of Marketing Corn Europe. In particular, KWS had shortcomings that meant it was not able to cite yield as an argument – until recently.
Thanks to our breeding efforts we have successfully closed the yield gap and now offer varieties that can rival those from established market leaders. KWS’ new-generation grain corn varieties can confidently challenge the dominant position of Bayer and Corteva in target European markets.
“WE HAVE REACHED THE TOP LEAGUE AS GRAIN CORN BREEDERS.”
Victor Jubirca
“We’ve been developing a tailor-made offering under our two grain corn umbrella brands ClimaControl3 and Plus4Grain. That now covers all important maturities and is strong enough to deliver yield increases in all situations in practice – even high environmental stress – and enables perfect crop management,” explains Andreas Groß, product manager for corn. “KWS KASHMIR has been the precursor of all that and is aimed at Plus4Grain customers who want the very highest yield from their top fields.” The variety has become a bestseller within a short space of time. Our most recent variety releases KWS HYPOLITO, KWS ADONISIO, KWS ALMANZO and KWS ADVISIO have impressively underscored KWS’ grain corn claim.
The question is: How do we convey that confidence to farmers and inside our own organization? How do we improve the image of KWS as a grain corn breeder?
“Our keywords are: dialogue and co-creation”
To tackle this task, Victor Jubirca established a cross-regional working group consisting of country marketing heads, regional directors, and product managers. “We were in a constant process of co-creation and dialogue. Having people with different inside knowledge about the local markets, backgrounds and expertise helped refine the idea.”
The outcome: “For farmers that #EXPECTMORE”. The campaign focuses on our customers and their expectations of grain corn varieties. Farmers are depicted in authentic-looking photos without any use of make-up or touching up. They say in one sentence what they expect from their seed – namely as high a yield as possible.
Co-creation and dialogue: Many colleagues from different countries have been involved in creating the #EXPECTMORE campaign
We portray farmers tired after a hard day’s work, yet the gentle smile of their eyes conveys a feeling of satisfaction with the fruit of their labors. KWS’ solution has met their expectations. As Victor Jubirca notes: “The emotions are reminiscent of finishing a marathon: You’re ready to drop, but also very satisfied because you’ve reached your goal.”
The cross-regional collaboration did not stop at the ideation phase. Local markets have actively contributed to the final product with photos, videos, farmer profiles, copies and further feedback.
Together the group defined and prioritized the touch points most suitable for each individual market. Here, too, the maxim is: Each country best knows which form of advertising works best for it.
#EXPECTMORE will be a multi-year campaign. The working group is already holding initial discussions about suitable elements and messages for the next sales season. The binding element #EXPECTMORE fits very well and can be integrated in all the layers of our concept offering (service, genetics and seed tech) for the grain markets. “We aim to position KWS as a grain corn breeder that leaped into the uppermost ranks of the competition with new, high-performance grain corn varieties,” says Victor Jubirca. “I’m really looking forward to formulating its contents together with our colleagues in the spirit of the keywords: dialogue and co-creation.” |
© KWS SAAT SE & Co. KGaA 2025
