“Innovation is the heart of our culture,” said Kevin Kimm, Senior Marketing Director. “It’s fundamental to maintaining our leadership. Everyone at Mosaic is encouraged to discover new ways to bring value to our customers.”
How do you innovate in a large commodities market? You set standards, and go beyond the lab coats. Kimm added, “Whether it’s product- or process-oriented, Mosaic innovation must simultaneously produce a tangible benefit for distributors, growers and Mosaic itself.”
Last year, retailers told Mosaic that mobile technology could help drive sales. Mosaic responded with the Nutrient Removal mobile app, giving farmers in-field tools to gauge soil-nutrient deficiency, by crop and region and earning a 10 Best Mobile Agriculture Apps for 2012 designation from CropLife magazine.
Fast-growing retailers also wanted better training resources on MicroEssentials® for their salespeople. Mosaic responded with digital training kiosks illustrating Mosaic’s patented micro-nutrient fusion technology, allowing retailers to underscore MicroEssentials’ yield-enhancing properties with farmers.
These and other efforts are helping to propel Mosaic’s brand awareness among North American farmers, which rose from 7 percent in 2009 to 41 percent in 2011.