Press Releases

Novartis Seeds Inc. resumed sales of its popular Rogers Brand Athena cantaloupe seed on December 1, due to overwhelming demand from growers, shippers, brokers, and melon industry representatives who feel Athena is critical to the future of their businesses. The decision to reintroduce Athena was also driven by increased grower awareness of the role weather can play in the performance of any seed variety.

Concurrent with the reintroduction of Athena, Novartis Seeds instituted a waiver system for melon growers, transplant growers, and dealers designed to discourage unfounded product claims. Each grower is now required to sign an "Offer to Purchase" agreement, prior to seed purchase, by which he agrees:

• to assume all risk of nonperformance or reduced performance;
• that he does not have any pending claims against Novartis Seeds and its dealers;
• not to transfer or resell the seed; (Grower assumes all liability for any seed he resells or transfers to a third party.)
• not to grow the seed for transplants, or transfer or sell the seed to transplant growers; except those authorized by Novartis Seeds as Certified Athena Transplant Growers.
• not to grow the seed in South Carolina, unless it is purchased through Mixon Seed Company.

Growers who want to grow Athena seed in South Carolina must submit a signed Offer to Purchase agreement to Mixon Seed Company, the only dealer authorized to sell Athena Seed in the state of South Carolina. Every Offer to Purchase agreement submitted to Mixon Seed Company for Athena seed must be approved by Novartis Seeds.

Following its original introduction in 1995, Athena quickly gained popularity with Eastern cantaloupe growers, shippers, and retail buyers because of its strong field performance, outstanding flavor, and shelf-life. By 1997 this variety accounted for 80 to 90 percent of all Eastern cantaloupes grown in the Southeast and Midwest. Novartis Seeds was forced to halt Athena seed sales on August 18 due to numerous, unfounded product claims for performance problems that were not seed related.

In the months following the decision to withdraw Athena, growers, brokers, retail produce buyers, and extension agents banded together to challenge the validity of the product claims that had been filed against Athena. One group even placed an ad in an industry publication voicing support for the variety.

"We are pleased to be able to bring this popular cantaloupe variety back to the marketplace" says Matt Wineinger, vice president of marketing for Novartis Seeds. "It is an outstanding hybrid with a terrific performance record. The new seed price reflects the value of this variety and the extensive costs associated with administering the waiver system. We hope the waiver system will prevent future unfounded product claims, and the industry will enjoy the benefits of this fine variety for many years to come."

Novartis Seeds, Inc.
diana.caldwell@seeds.novartis.com

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