After spending $250 million to $350 million and 10 years, you can understand why Lee Rivenbark would be excited to bring not one but several new seed trait products to the market.
That’s why Rivenbark, vice president for global cotton and U.S. operations, seeds, for Bayer CropScience, was beaming when he met with members of the agricultural media at the Beltwide Cotton Conferences to give them an update on the company’s new products.
Rivenbark was asked why cotton when the crop’s U.S. acreage has been on the decline? “Bayer has identified cotton as one of its core crops,” he said. “We plan to be associated with and making investments in cotton for a long time.”
Rivenbark says Bayer realizes the risk involved in spending so much time and money to bring a single product to market. “The key is to work closely with farmers to find out what their needs are and to make sure we meet them. Our agronomists are a key element in that process.”
That working relationship also extends to the Beltwide Cotton Conferences. “I don’t think I have missed a single Beltwide since we first introduced the FiberMax brand in 1998,” he said. “They are always an exciting time for the cotton industry.”