A more visible connection

In the 1870s sugarbeets started becoming a viable crop in the US. Sugarbeet breeding programs were launched to make growing the crop more worthwhile and to support local sugar factories.

Nearly 100 years later, in 1970, an independent seed supplier, Betaseed, Inc. began selling burlap bags of sugarbeet seed from a pickup truck. It was the beginning of a joint venture between KWS and Northrup King, a 100-year-old seed supplier located in Minneapolis, Minnesota. They provided superior genetics to North American sugarbeet growers.

Multi-brand strategy

Since 1970, Betaseed, Inc. has created a sustainable business model due to its very independence. Developing a new breeding program, in partnership with KWS, offered North American growers the opportunity to work with a team whose primary purpose was to support growers in reaching operating goals. KWS took over all the shares in Betaseed, Inc. in 1989.

Further, since 1999, Betaseed, Inc. has followed a multi-brand strategy by marketing two premier sugarbeet seed brands, Betaseed and ACH Seeds Crystal brands, to capture and retain market share.

Objectives of the renaming

KWS’ core competencies are seed and seed technology. To allow both North American sugarbeet seed brands to remain competitive with a strong value proposition, Betaseed, Inc, will be renamed KWS Seeds, LLC on July 1. This renaming will help meet objectives:

• To position KWS as a global leader in innovation.
• To increase visibility of KWS in North America. Increasing visibility of the KWS brand through the entity change increases familiarity and brand equity.
• To increase visibility of KWS with sugarbeet farmers. Betaseed and Crystal brands will market new KWS traits adding value and increasing on-farm presence of KWS.
• To increase selling brand separation. ACH Seeds will no longer live under the “shadow” of the Betaseed name, improving the Crystal brand and product position.

All facilities, vehicles, signage, business cards, and even email signatures, are changing from Betaseed, Inc. to KWS Seeds, LLC. A press release will be distributed to trade and industry partners no earlier than June 29 for a July 1 transition date. We are working at full speed to meet the deadline and are optimistic about accomplishing the project successfully. |