On 18th December 2013, the usual Bayer meeting with the press took place, during which managing director Karina von Detten (in the photo below) talked about the future objectives of the multinational.
"2013 was a rather difficult year in Italy, but today I would like to be optimistic," stated the managing director.
"Last year, agriculture was the only sector doing well and, in 2013, it provided jobs and opportunities for young people, as businesses led by under 35s increased in the last few years. More people enrolled in schools and universities teaching agrarian subjects, showing how there is a sort of return to the land of younger generations."
This is very important, especially since society has to deal with the increasing demand of high quality food despite the decrease in cultivated areas.
Karina von Detten cited Liam Condon, Ceo of Bayer Crop Science, on sustainability - an essential objective of the company to be achieved through innovation and partnership.
12 new chemical and organic products
"Our company is busy in creating new molecules that will bring €4 million in sales between 2011 and 2016. In 2014 we will launch 12 new solutions for crop protection, 4 of which will be organic."
"A new integrated supply that answers the demands of producers just like Serenade max, who this year was very successful with vegetables and fresh fruit."
Of course the supply of products for Hobby Farming in cooperation with Bayer Garden will also continue.
The members of the management team Bayer CropScience. The first and the last one from the left are Paola Sidoti and Silvio Cita respectively.
As regards the European regulation concerning sustainable agricultural products, "it is very important that Italian growers remain competitive," explained von Detten, as data from Nomisma shows how Italian agrifood exports represent only half of the German ones. Unfortunately, 'Made in Italy' is less efficient, competitive and does not work "as a system".
Evolution of sustainability projects...
According to von Detten, the Magis projects are a perfect example of how to work as a system. Magis vino is the first model of a sustainable production that follows a protocol where every intervention is measured and checked.
The same model will be extended to fruit and vegetables starting from table grapes. "It should be regarded as a way to work as a system and arrived prepared to - Expo 2015."
... and communication
The meeting also represented an occasion to present the new www.colturaecultura.it website.
"A updated layout inspired by Coltura&Coltura editorial series to bring the public closer to the values and the history of Italian agrifood production," explained Paola Sidoti, business & marketing communication manager.
Below screen-shot in Italian
The new format was approved by ASA, the Agrifood press association.
For further information: www.bayercropscience.it