Channel Brand Evolution Media Statement

Today, May 4, 2023, Bayer announced it will combine the best elements of its Regional and Channel brands to provide an improved experience for customers who prefer to make their purchases through a seed professional, under a new, enhanced Channel brand. This evolution will enhance the growth of our Channel brand, enable us to strengthen our dealer relationships and allow us to further invest in agronomic support and products that will benefit our customers. 

Customers will continue to receive the local agronomic support they have come to know and trust, through their trusted local Seedsman and Regional Brand dealers, all under the new Channel brand.    

While this change will affect some of our brands and people, the vast majority of our business will not be impacted. This is not a decision we take lightly, and we have structured this evolution to minimally impact our employees and partners. We have communicated with all affected parties, and are committed to transparency throughout this process.   

Existing Regional brand products will continue to be available through the 2024 growing season, before shifting to a portfolio of Channel products in 2025. Moving forward, the broadened, Channel portfolio of products will include legacy Regional Brand and Channel products.  

We’re excited about this direction and believe this will enable us to strengthen our relationships with our dealers as well as invest behind the brand to foster continued growth. Our DEKALB and Asgrow brands are not impacted.