Joint growth: Columbia Seeds, Barenbrug USA form partnership
Companies say new marketing and production agreement will emphasize shared strengths in distribution, technology development.
Mar 29, 2018
Barenbrug USA and Columbia Seeds have reached an agreement to form a marketing and production partnership. GCM staff photo
Barenbrug USA and Columbia Seeds are strategically aligning in a turfgrass marketing and production partnership to provide more value in the market. By synergizing Columbia Seeds’ premier Value Direct Link production and distribution model with Barenbrug’s investment in research, product development and marketing, the companies will have a leading portfolio of grasses to fill their prospective customers’ many needs.
Barenbrug USA will now have direct access to Columbia Seeds’ premier Value Direct Link production and distribution model, which facilitates the flow of seed directly from the producer to the marketplace. Columbia Seed brings a close association with top-quality growers and a multichannel distribution system. Value Direct Link — from producer to local and world markets — means tremendous value and savings for the entire grass seed industry.
Columbia Seeds will benefit from access to certain Barenbrug premier turfgrass technologies, such as Yellow Jacket enhanced seed coating, RPR and RTF, to offer for its customer blends and mixes. Barenbrug’s patented technologies are known for creating entirely new turfgrass categories, which are recognized and requested by name at the end-user level, whether in sports, golf or landscape.
This new partnership will allow both Barenbrug USA and Columbia Seeds to provide a vast portfolio of options to both new and existing distribution channels in North America. Both companies will have the unique opportunity to exchange improved turf-type varieties and have first-look access to new genetics. As part of this sharing, Barenbrug will increase its investments in turfgrass research, product development and brand development focused on unique, sustainable traits that provide solutions to tomorrow’s challenges in turfgrass. Moreover, distributors will be able to create additional value by consolidating orders between both seed companies.
“Scott Harer and I are honored to have Columbia Seeds involved in this collaboration,” says Tom Pape, vice president of Columbia Seeds. “It is exciting to be able to offer our customers access to highly regarded technologies and brands.”
James Schneider, president of Barenbrug USA, says, “Today’s competitive environment demands that seed companies think differently so both value and innovation can be accessible to customers. We are delighted to partner with a quality company and quality people who complement what we do best — providing innovation and solutions.”