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The Nufarm/Valent “marriage” was one of the big stories at last year's Golf Industry Show in Orlando. Sean Casey, vice president of T&O sales for Nufarm America fills us in on what's happened since then and what may be coming up in the near future.
GCI: Bring us up to speed on what’s happened in the past year.
Sean Casey: The Nufarm/Valent announcement at last year's GIS was only the beginning of an incredible opportunity to combine the strengths of two manufacturing and marketing companies serving the T&O business into one entity. Within a few short months, we fully integrated people, products and resources into one business designed to offer our customers the broadest portfolio of herbicides, fungicides and insecticides in the market with the full service and support of 26 dedicated sales representatives and technical service staff providing complete support. The goal: a full-service company offering value and efficiency to supply the T&O markets.
There were plenty of challenges running two different companies’ marketing programs, and we appreciate our customers’ patience as we worked through those challenges. By the end of the season, however, all marketing programs were in sync and ready to launch early order programs. We are now one company with one product line and one overall marketing program. Customers have responded positively to the combined Nufarm/Valent, and we are looking forward to expanded opportunities in the future.
Characterize your product portfolio and what seems to have the most momentum among supers right now.
We have a nicely balanced mix of herbicides, insecticides, fungicides and plant growth regulators, and we offer golf course superintendents a comprehensive lineup of solutions for just about any pest or disease that might conceivably trouble them. In terms of what has momentum, economic and environmental factors are always a concern, so the more problems a single product can solve for a superintendent, or the longer it lasts, the better. We’re fortunate to have a number of broad-spectrum and/or low-use-rate products in our lineup—Cleary 3336 F, Affirm and Tourney fungicides, Millenium Ultra 2 Herbicide and Arena Insecticide, for example—that fit the bill.
What’s something most people don’t know about Nufarm that would surprise them?
Nufarm is now the ninth-largest crop protection company in the world, with a clear leadership position in Australia and substantial operations in North and South America, Europe, New Zealand and Asia. Nufarm is also one of the top five suppliers to the golf industry in crop protection.
How many GIS shows is this for you and how has it changed over the years from your perspective?
I've been attending the Golf Industry Show since the late '80s. That's kind of scary to see in writing! Those shows were such big events. Technology was minimal (no laptops or cell phones). If you wanted to get your message out to the industry,you launched it in grand fashion at the golf show. It was elaborate and extravagant - a destination event. Everyone who was anyone was at the show. You wanted to be the most remembered event or product launch at the show.
Technology has changed all that. Big launches are done efficiently on the Internet and email during the time of year that fits best. Going viral on YouTube will get you more awareness than anything you can pay for in programs and publicity. Everyone is overwhelmed with input from all directions. Distractions rob effectiveness. You have to figure out how to deliver the message you want your customers to hear in a manner that will be noticed and remembered. It's a lot tougher now. Marketing teams are challenged to stay ahead and be innovative.
All that said, GIS is still a valuable education, marketing and selling opportunity. And nothing replaces face-to-face contact for renewing friendships, building relationships, conveying a clear and accurate message to a customer and closing a deal. All the technology in the world won't replace the human element.
What’s the number-one reason attendees should come visit the Nufarm booth this year?
Not only do we have a truly comprehensive portfolio of solutions for golf course superintendents, but we also have a roster full of experienced and respected professionals representing us across the country. Whether you’re in search of a solution for a particularly troublesome pest, have a question about a label detail or just want to catch up with an old friend, chances are you’ll find what you’re looking for at the Nufarm booth. You know our products, stop by to get to know Nufarm.