Bayer : Science For A Better Life Japan

Contributing to the Development of Sustainable Crop Protection

In addressing such issues as the increase in the global population together with the limited acreage available for cultivation, agrochemicals play an essential role in maintaining and improving crop yields as well as high quality foods. Bayer is one of the world’s leading innovative companies in the area of crop protection. Ranked among the top companies in the world in terms of global market share in each of the principal crop protection fields of insecticides, fungicides, seed treatment and herbicides, we continue to enjoy a steady stream of success in our development of the active ingredients that propel ongoing growth.

With a long-standing and impressive track record in the Japanese market, Bayer remains active in the delivery of effective products and solutions that contribute to the development of a sustainable agriculture sector.

By product type, we have built a competitive portfolio in the paddy rice, vegetables, fruit trees and horticulture markets. Of particular note is the Admire brand insecticide for rice and horticultural crops, developed in Japan, which maintains the top market share both domestically and overseas. As a part of its herbicide lineup, Innova, a labor-saving, one-shot rice herbicide that requires only a single application at transplanting time, and Basta, a non-selective herbicide are attracting wide acclaim and use among Japanese farmers for their superior efficacy.

In addition, we are allocating resources and providing technical information and guidance on how to effectively use our products in an effort to better support JA as well as farmers. In this manner, we are working diligently to increase productivity, promote environmental integrity and deliver safe produce to consumers.

Looking ahead, we will continue to pursue a raft of activities aimed at promoting sustainable development.

Taking into consideration “the health and welfare of humankind,” “efforts to ensure harmony with the natural environment” and “a deep respect for the interrelationship between people and society,” we will continue to be driven by the overarching slogan “Best in Class Solutions for Customers.”

Boosting Product Sales while Enhancing Customer Service

Calendar 2009 was a year in which Bayer placed considerable weight on efforts to expand existing product sales. In addition to expanding our mainstay Basta product, we centralized marketing channels for the fungicide Rovral while conducting a campaign to celebrate its 30th year of market sales. In terms of its customer support endeavors, Bayer integrated its order taking and administrative operations with its customer service office. As a result, we established a one-stop customer service center.

On a specific product basis, steps were taken to progressively introduce Reliable Flowable, a new potato fungicide, to the market. Beginning with the Kyushu region in December 2008, efforts were made to market Reliable Flowable throughout Hokkaido, a major potato production area.

With the new active ingredient fluopicolide, Reliable Flowable is a mixture containing propamocarb that is highly effective in the treatment of late blight of potatoes providing protection against new growth.

Following the launch of Danigetter Flowable (active ingredient: spiromesifen), an acaricide used for fruit trees and tea, sales of Cleazal Flowable, developed to eradicate whiteflies in tomatoes, were robust. Since their release, Kirappu granulated formulation (active ingredient: ethiprole), an insecticide used to eliminate stink bugs from paddy rice, and Imochi Ace Kirappu granulated formulation, a controlling agent for both stink bugs as well as rice blast disease, have also performed steadily. In the area of rice paddy agents, in early 2010 Bayer registered the active ingredient tefuryltrione as a herbicide, and launched the products Bodyguard and Possible.

Expanding Its Product Lineup

As a leader in the field of environmental science, Bayer maintains a top-ranking share of the global market. Business activities are categorized into two broad fields: “Green Products,” comprising agrochemicals for golf courses and industrial landscaping as well as the protection of pine trees; and “Professional Pest Control Products,” focusing mainly on controlling agents for termites and cockroaches. In each of these broad operating fields, Bayer is active in the development of innovative products and solutions. We are particularly strong in golf course agrochemicals, termite control products and bait gels for cockroaches. As a Group, we boast a dominant industry share in each of these areas.

On a specific product basis, Bayer launched the anti-algal Protecmate WDG in June 2009 to help protect the overall aesthetic beauty of golf course putting greens. Together with the existing Turfsiba Flowable, Bayer is working to expand its lineup of turf and green fungicides.

あIn the context of its Professional Pest Control Products, Bayer released Responsar Aqueous Micro Emulsion Formulation, highly effective in the control of cockroaches, flies and mosquitoes, in March 2009. Boasting advanced emulsion properties, we also brought to market in November 2009 the termite control formulation Hachikusan ME. Buoyed by the release of a continuous stream of innovative products, Bayer has continued to fortify its competitive advantage.