Certis Europe and Spiess Urania to distribute Latitude products
Mitsui & Co., Ltd has now finalised the agreement to acquire all the assets related to Monsanto’s Latitude business, including trademarks, registrations and manufacturing knowledge. Latitude® products are specialised fungicide seed treatments, used mainly for wheat and barley, which allow growers and seed companies to control Take All disease. No personnel are included in the acquisition.
For Mitsui the agreement offers great opportunities to expand its range of cereal seed treatment products both in and outside Europe. Certis Europe and Spiess Urania will immediately take over the sales and marketing in all countries where Latitude products are sold, so that customers will have seamless access to the products. They will continue to offer existing brands and products in the sector.
Latitude products are a significant strategic addition to the Certis portfolio providing the opportunity to extend the territory where the company operates in seed treatment markets. To date activity has centred mainly on France, and Latitude products will provide wider access, especially into the other two largest markets, UK and Germany, as well as other countries. It also complements the existing portfolio: Latitude products will partner well with Certis products to create combined offers providing broader market access and improved solutions.
Seed treatment products have been part of the Certis distribution portfolio for more than 15 years and in 2006, it acquired a global licence from Janssen for imazalil, which is also used for seed treatment, and has since maintained its registration and expanded sales. More recently Mitsui has invested in a seed treatment formulation research centre at the Japan Agro Services facility in France. In reaching this agreement with Monsanto, Mitsui has made a significant further investment in its seed treatment portfolio, strengthening its position in this sector. This important acquisition will provide a platform on which the Certis seed treatment portfolio can be built through future product licensing and innovation and development, including new chemistry from Japan-based R&D companies.
Mitsui & Co., Ltd and Monsanto are pleased at the successful conclusion of this deal following the companies’ long-term relationship and history of collaboration. Jacques Haverlant, Seed Treatment Portfolio Lead in Certis Europe, commented, “The whole company is excited at the significance of this deal for Certis and Spiess Urania. Latitude products are highly recognised speciality products with a strong brand image and, as such, fit extremely well with our corporate positioning. They also complement our existing portfolio exceptionally well and will represent an important part of our seed treatment business. The teams involved are dedicated to making it a success for us and our customers and to making the most of the great opportunities open to us, both in our existing seed treatment markets and those new to us.”