Dow AgroSciences unveils new corporate look

UK - January 03, 2013

Dow AgroSciences has unveiled a new look which incorporates the famous Dow diamond.

Scott Boothey, Dow AgroSciences’ Managing Director – UK & Ireland, said: “Our brand identity is undergoing a change as a result of global brand identity work.
“We’ve been developing our UK proposition knowing that new thinking was underway in the headquarters at Indianapolis.”

He said that the Dow diamond was to make it explicit to growers that Dow AgroSciences was part of the whole global Dow Chemical Company family, with considerable innovation at its core.

“Market research showed us that even though many farmers knew and loved our products, too few knew what Dow AgroSciences was all about. At the corporate level little was known about the Dow Chemical company, even though it is one of the biggest chemical companies in the world with an annual turnover of $60 billion,” said Mr Boothey.

He said that following discussion and testing the strapline ‘OUR SCIENCE: YOUR SUCCESS’ encapsulated what Dow AgroSciences represented.

“We are a research-based company and one of only five operating in the UK. Our active ingredients are the product of global research, but our products are very much tailored to the specific needs of the UK farmer.”

Mr Boothey pointed to Pestwatch and the Grassweed Emergence Monitor as two examples of services from Dow AgroSciences that were geared to help growers understand when to apply treatments.

“These services are geared to ensuring successful use of products through the critical periods of the year,” he said.

The R&D teams at Dow AgroSciences work closely with a range of bodies to support best practice and stewardship, he added.