In Focus: Four Questions With Joe Mitchell
March 1, 2010 
1. Florida Grower (FLG): Describe BASF’s investment in the specialty ag market.
Mitchell: “As a leading crop protection company, BASF is committed to sustainable agriculture through innovative research and technology. BASF is committed to developing highly efficient and target-specific solutions for all market segments, including fruits and vegetables. We continue to work with leading researchers to identify new ways in which our existing products can effectively control problem weeds and diseases, and to build our portfolio of innovative new products for specialty ag.”
2. FLG: Are there any new BASF products in the pipeline that Florida citrus and vegetable growers should be aware of?
Mitchell: “In the citrus arena, we just launched Treevix herbicide. Treevix is a broadleaf weed herbicide powered by Kixor herbicide technology, a unique active ingredient. Treevix controls more than 60 broadleaf weeds fast and completely around their citrus trees. We’re looking forward to seeing Treevix results year-over-year in 2010 and 2011. We have a number of other new products coming down the pike, including Vivando fungicide, which we expect will launch sometime in 2011. Vivando will control powdery mildew in fruiting vegetables, cucurbit, grapes, pome, and stone fruit.”
3. FLG: Typically, how long does it take to bring a crop protection product to market from R&D to commercialization, and what kind of investment does that mean for a company like BASF?
Mitchell: “On average, it takes BASF eight to 10 years to bring a new product to market, at a cost of around $279 million. Even though the investment in time and funding is significant, BASF is committed to bringing new technology and innovative products to bear for growers in the U.S. and across the globe. It is part of the company’s heritage, and it forms the foundation for the company’s future.”
4. FLG: How important is the Florida market to BASF’s overall business?
Mitchell: “Florida has always been very important to BASF. Conditions in Florida are well-suited for citrus, vegetables, and other crops, and supporting Florida’s contribution to our nation’s food supply is something BASF Crop Protection is proud of. We will continue to strive to develop innovations and solutions to solve the Florida growers’ ever-changing needs.”
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