Following the premise of delivering profitability with genetics and technology to Brazilian producers, Syngenta's NK brand makes a new application available to the market. Available from this week to the entire chain, including producers and distribution channels, its objective is to indicate to the farmer the best variety of soy or corn hybrid according to their needs, in an agile and simple way.
Based on the selection of the user's field characteristics, such as region, estimated planting date and productive potential of the area, the application recommends the most adapted seeds for each situation, providing the correct positioning and other technical information. "The tool also has functionalities for direct communication with the producer, with links to content and explanatory videos. With the application, the producer has profitability with genetics and NK technology in the palm of his hand", explains Tatiana Cunha, Manager of Branding for the NK brand.
The purpose is for the tool to add more productivity, saving resources and correct management of technologies. In a simplified and friendly way, the user connects to a complex digital structure, made up of an extensive network of data collected from real field experiences. "Faced with an environment of great transformation, where digital advances are part of reality, the NK seed brand becomes more digital and connected. The NK application, whose mobile version can be downloaded for free, connects with the commitment to increase agricultural sustainability, protecting the productive potential of the crop and using technologies correctly. Which also contributes to the coexistence between agriculture and the environment, in line with the precepts of Syngenta's Sustainable Agriculture Plan", highlights Erico Destro, Manager of Syngenta Digital Seed Products for Latin America.
The NK application is the first technology developed by Syngenta Digital for the company's seed business in Latin America. According to Destro, Brazil is Syngenta's first global market to offer the tool to the field. "Once again, the country is the pioneer in Syngenta's digital initiatives. In addition to the global importance of the national agro market, the Brazilian producer has always been open to experimenting with new technologies that boost financial and environmental sustainability", he highlights.
On June 16, Brazil pioneered the implementation of Syngenta Digital, the company's new global business structure, which brings together modern technologies and services for crop management. Its product platform, called Cropwise, expands access for small and medium-sized producers to the most intelligent and modern planting management and monitoring tools, which are already used by more than 2.500 Brazilian producers, present in 4,5 million acre.
The NK brand was relaunched in January 2020, after a survey carried out with around 400 farmers across the country, which showed a high percentage of brand recall and purchase intention with the relaunch, even after 10 years out of the market, because it has always been linked to innovation, high performance and sustainability in the field. In a few months, positive results came. According to Spark's BIP (Business Intelligence Panel) Analysis, the NK brand showed the biggest gain in market share in off-season corn, standing out among the 3 best-selling brands in Brazil.
The relaunch is part of an investment of more than US$80 million in Syngenta Brasil's seed business, until 2021. Among other projects, the resources will be used to improve and expand the production and supply network, as well as to guarantee constant support in research and development. The resumption of the NK brand also strengthens Syngenta's strategy of becoming the best seed company in Latin America by 2028.
Receive the latest agriculture news by email
Receive the latest agriculture news by email
