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BASF launches AgCelence(TM), a new brand identity for products that boost crop yields and quality


BASF today announced the launch of its new brand identity AgCelenceTM for agricultural products that offer growers plant health benefits beyond crop protection. The AgCelence brand identifies products that provide fully researched plant health benefits such as higher yields and improved quality. It also underscores BASF’s commitment to this exciting new field, which it pioneered.

With AgCelence, customers have the assurance that BASF is supporting the plant health benefits of a product. This new, instantly recognizable brand identity is backed by BASF’s research capabilities.

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“BASF is making substantial investments in research and development to discover new plant health benefits – benefits which translate into improved quality and yield for customers, says Michael Heinz, President of BASF’s Agricultural Products division. “BASF is fully committed to offering its customers solutions to improve yield and quality even in the absence of disease and harmful insects. We want our customers to know that when they buy AgCelence it’s BASF – tried and tested. We pioneered this exciting new field, and introducing the AgCelence brand is the logical next step in our plant health strategy, Heinz said.”

Registration authorities in the United States, Brazil and Great Britain have already recognized several BASF products for the benefits they offer to the grower in addition to disease and insect control. These products can improve the overall health of crops, helping them to achieve their full potential. This improves the grower’s profits, while the agricultural value chain benefits from improved quality.

In 2004, BASF began informing customers in South America about the plant health benefits of its products with F 500®. Last year, it expanded this effort to North America. These products provide a twofold boost to plant vitality. Plants treated with F 500 adapt better to several stress factors including drought and heat. Their natural ability to resist disease is also strengthened.

In 2005 the use of the fungicide Headline® in corn and soybeans was 4 million acres. “Many growers recognize the benefit of using Headline because of it’s plant health benefits,” said Andy Lee, Director of US Crop Protection Products. “Customer satisfaction has been high this year, with notable growth in treated acres of corn. With the increase in commodity prices and U.S. demand for corn, Headline’s plant health benefits offer the grower a great opportunity to produce more yield from existing acres,” Lee noted.

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This year, the AgCelence brand identity will be introduced in Argentina, Mexico and Costa Rica. In 2007, BASF will introduce the brand in many other countries around the world. In addition to products with F 500, fipronil-based products will also be promoted as products of AgCelence. Fipronil-based products do more than control insects; they also stimulate the growth of rice, sugarcane and corn.

BASF understands how innovative chemistry translates into maximum yields and superior quality. Since the second half of the 1990s, BASF scientists have been working to unlock the secrets behind these physiological effects and put them to work for our customers. In recent years, these scientists have continually published their findings at scientific conferences and journals.

BASF expects yearly sales growth well above market growth for its portfolio of agrochemicals with AgCelence. To drive this growth, BASF has earmarked additional research and development funds to identify and launch new products with yield and quality benefits.

“We are very excited about AgCelence,” says Michael Heinz. “We have seen our customers’ positive response. That has really motivated us to do everything in our power to bring additional solutions to market that break the yield and quality barrier.”

With sales of €3,298 million in 2005, BASF’s Agricultural Products division is a leader in crop protection and a strong partner to the farming industry providing well-established and innovative fungicides, insecticides and herbicides. Farmers use these products and services to improve crop yields and crop quality. Other uses include public health, structural/urban pest control, turf and ornamental plants, vegetation management and forestry. BASF aims to turn knowledge rapidly into market success. The vision of BASF’s Agricultural Products division is to be the world’s leading innovator, optimizing agricultural production, improving nutrition, and thus enhancing the quality of life for a growing world population. Further information can be found on the web at


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