The “different sort of meeting”: An open mindset characterizes the collaboration.
#EXPECTMORE
Not a marketing claim, but a mindset
Through our #EXPECTMORE initiative, we’ve achieved more than market recognition for our grain corn hybrids; we’ve created a movement that unites teams and rallies them around a shared goal.
The “different sort of meeting” is what the team calls it when everyone comes together in one room for #EXPECTMORE. “Different” because the emphasis is on a new concept: no hierarchies, various countries and departments, and an open mindset to drive new ideas forward
“While we were clear on our purpose and vision, we had no fixed plan on how we would get there,” says Ivana Gligorijevic, Marketing Lead South East Europe (SEE). "Our approach was to gather people with varied expertise and perspectives, building on KWS’ international spirit to shape a plan together.” The project’s success wasn’t just born out of a campaign – it was made possible by collaboration across breeding, product management, marketing, and sales.
The participants change depending on the expertise needed at the time and the current phase of the project. In each meeting, everyone brings that little something extra to help drive #EXPECTMORE forward. Now in its fourth year, the initiative has achieved great success, expanding beyond Southeastern Europe to reach 16 markets – and it keeps on growing.
Leveraging the full potential of grain corn
“Grain corn is an extremely large market, and we needed a concept that resonates with farmers by combining our best offerings: genetics, seed technology, and digital services,” says Csaba Kiss, Head of Region SEE Corn. “All that together makes #EXPECTMORE what it is.”
To develop the perfect product, KWS asked a large number of farmers what they value most in grain corn. The result: not only yield but also resilience to climate changes, drought tolerance, and disease resistance. "Our breeding efforts and the advanced performance of new hybrids over recent years have enabled the Product Management team to select outstanding varieties that prove their superiority at the farmer’s level," says Fotis Gekas, Product Manager Corn. "This success is due to our broad trial network across regions, detailed physiological and agronomical screenings, and strict selection criteria like root and stalk lodging tolerance and yield stability over time."
“You can expect even more in the future.”
Csaba Kiss
Csaba emphasizes how KWS’ product pipeline and marketing work hand in hand. “We’re agile in product development and launch products adapted to the market in a short time. Our hybrids undergo rigorous testing; those that don’t perform aren’t pursued further.” Supported by input from local sales teams and a successful social media campaign, particularly in Southeastern Europe, #EXPECTMORE has strengthened KWS’ presence and reputation as one of the most trusted grain corn breeders.
For KWS, #EXPECTMORE means delivering hybrids that offer farmers high and stable yields under all conditions. The "new generation hybrids" provide a holistic solution, enabling farmers to manage yield risks in unpredictable environments while maximizing potential under ideal ones. The strong alignment between our product pipeline and marketing efforts demonstrates why KWS is a trusted seed partner across the region.
“We want to continue to grow alongside KWS, just as we have over the last ten years. They are a leading company that has demonstrated performance since we have been working with them. KWS is thinking into the future and putting out products that have a very good tolerance to climate change,” says Ioji Zifceak. As the co-owner of MaxAgro, an agricultural company in Romania, all of his 3000 ha of corn are sown with the newest KWS grain corn hybrids.
Breeding, product management, marketing and sales work closely together.
From idea to success: #EXPECTMORE convinces on the market and in the team culture.
A promise for the future
#EXPECTMORE continues to evolve. Initially focused on flagship hybrids like KWS KASHMIR, the campaign has since showcased satisfied farmers and high yields. Now in its fourth year, we’re building on this momentum to successfully introduce and commercialize new generations of hybrids, further materializing our leading grain corn portfolio across target regions.
The spirit, dedication and collaboration have made our grain corn a best-seller: Based on the 2024 preliminary Kynetec results KWS has just become the number 3 grain corn seller in Europe.
“We’re now at the point where we’ve fulfilled our hopes and can continue to make bold promises,” says Csaba with a smile. “Hey, here we come, and you can expect even more in the future.” |
© KWS SAAT SE & Co. KGaA 2025
