Partnering, Innovation & Performance in Action at Cereals 2016 24-Jun-2016

Maximising oilseed rape performance was the promise of the innovative DEKALB stand engaging a constant stream of UK growers and their advisers in highly positive partnering at the country’s foremost arable event, Cereals 2016 near Cambridge recently.



The high profile stand combined arresting free-to-enter competitions with displays on the financial value of the most important DEKALB traits, information on the farm performance of DEKALB hybrids from the latest independent research, and variety plots showcasing the current DEKALB portfolio.


Among the key DEKALB talking points at the event attracting some 26,000 visitors over its two days were the leading performance of DK Extrovert and DK Exalte, the commercial opportunities offered by HOLL varieties and the latest low biomass hybrid, DK Secret, and the particular value of Clearfield system. Close-working with BASF agronomy managers on the stand, indeed, secured a long list of farms set to grow Clearfield varieties in the coming season.

At the same time, the presentation of special Performance Awards to two DEKALB growers in a national least cost oilseed rape production contest attracted journalists from all the main farming magazines to ensure broad media coverage for the profitability-maximising value of DK hybrids.

“It was another memorable effort from our entire UK team, working together to maintain DEKALB at the forefront of UK oilseed rape breeding with just the right image and compelling topical messages striking a positive chord with the many customers and prospects we met,” stressed UK commercial lead, Geoff Hall.


“The annual event provides our small team with an unrivalled opportunity to listen to the performance needs of growers and their advisers and show them how our genetics can help to meet them,” added seeds & traits marketing lead, Deryn Gilbey. “Thanks to everyone involved and the meticulous planning and co-ordination of Lucy Kane, we took full advantage of it, applying the three defining pillars of our brand to great effect in continuing to punch well above our weight in a more competitive market than ever.”