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| Syngenta’s multi-brand strategy | |
| Early in 2007 Syngenta purchased the European flower seed Company, Fischer, for about €49.8 million (Fischer’s 2006 turnover was about €63.9 million). Syngenta recognizes the strength and position Fischer USA developed in the North American market and will continue a multi-brand marketing strategy. This will maintain the Fischer brand alongside the S&G brand all under the Syngenta umbrella. There will be no change in the Fischer-Goldsmith alliance that resulted from varieties bred by Goldsmith being produced and distributed by Fischer under the GoldFisch brand. Syngenta representatives claim that the three companies will be allowed to operate as separate, independent businesses, extending to independent pack and field trials. S&G views the acquisition as an important accelerator in the growth of Syngenta Flowers, strengthening its global market position especially in three very large crops: Pelargonium, Poinsettia and N.G. Impatiens. After the acquisition, Syngenta’s share of the USA market for pelargoniums is around 55% and 20% for Poinsettia. Syngenta is also very big in the seed plug business. Turnover in 2006 of Syngenta Flowers was reported at €169.5 million. The business consolidation of seeds and plants impacts with the Company’s vertical integration through its strong crop protection division and the potting-compost Company Fafard, purchased last year. Turnover in 2006 for the entire Syngenta group is reporteds at €6 billion. Chris Beytes, “GrowerTalks” www.growertalks.com www.sg-flowers.com www.syngenta.com |
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