Omaha, Nebraska
April 22, 2008
 The
Independent Professional Seed Association (IPSA) today
unveiled a new brand and marketing initiative that will include
a new logo, a new tagline and an integrated marketing campaign.
The aim of the campaign is to drive home the value that
Independent Seed Companies provide to the marketplace.
“Independent seed companies offer access to the latest seed
technologies, provide outstanding customer service and ensure
that farmers continue to have choices in the marketplace,” said
Bill Latham, IPSA President.
Over the past six months IPSA has been evaluating the market
environment and working to identify key messages, organizational
goals, and a renewed marketing strategy. “We felt the time was
right to reevaluate our messaging and update our brand image to
reflect our membership,” Latham continued. IPSA leadership hired
Jones & Thomas Marketing Communications out of Decatur, Illinois
to conduct farmer research, develop a new identity and implement
the strategy for launching the program.
Utilizing the new logo and theme “Seeds for Growth”, IPSA will
be proactively marketing the value of independent seed companies
to the farmer. Member organizations will take the new logo to
the marketplace by incorporating it into all of their company
literature, seed bags, seed tags, field signs, and websites.
Greg Ruehle, IPSA Chief Executive Officer said, “Our leadership
recognized that we had an important story to tell – about the
advantages of working with an independent company. We are
excited to work with our membership to spread that message as
they continue to provide a high quality product to farmers.”
Next steps in the campaign include an update to the IPSA website
and an increased visibility in the industry.
The Independent Professional Seed Association (IPSA) was
formed in 1989 by a group of independent seed producers who
recognized the need for an organization to represent independent
seed companies world-wide. The Association addresses research
and biotechnology issues and increases the media presence of the
industry in an increasingly competitive and dynamic business
climate. IPSA represents approximately 125 seed companies from
20 states and Canada, who produce approximately 20 percent of
the corn, soybeans, small grain and forage seeds marketed
annually. |
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