DowDuPont announced brand names for each of three divisions that will be spun off.
While some product names will change at separation, many products within each intended company will continue be sold under their current, widely known brand names.
Ed Breen, CEO of DowDuPont said, “Our selection of these company names is a major milestone in the process of creating three, strong independent companies, and each name reflects the unique strengths and value proposition of the company it will represent. As we move forward, a critical part of our work will be to build and strengthen the global corporate brands that express the commitment we are making to our customers, employees, investors, and all of our stakeholders, to grow value through innovation.”
The agriculture company, headquartered in Wilmington will be known as Corteva Agriscience (pronounced: kohr-`teh-vah), which is based on a combination of words meaning “heart” and “nature.”
The name did not come as a big surprise. A domain name news website spotted the name in filings.
James C. Collins, Jr. chief operating officer, Agriculture Division of DowDuPont, said, “In Corteva Agriscience™, we bring together three businesses with deep connections and dedication to generations of farmers. Our new name reflects our commitment to enhancing their productivity as well as the health and well-being of the consumers they serve. Our name reflects our purpose: enriching the lives of those who produce and those who consume, ensuring progress for generations to come. With the most balanced portfolio of products in the industry, nearly a century of agronomic expertise, and an unparalleled innovation engine, we are creating a new agriculture company that will work together with the entire food ecosystem to produce a secure supply of healthy food sustainably and efficiently.”With more than $14 billion in 2017 revenue, the business will have a large seed and crop protection portfolio and pipeline of new products.
While Corteva Agriscience™ will be the corporate brand name upon the separation of the division, the company will continue to offer products under a number of the most recognized and premium brands in agriculture: Pioneer, Mycogen , the newly launched Brevant™ Seeds, and its award-winning Crop Protection products, such as Aproach Prima fungicide and Quelex™ herbicide with Arylex active, as well as others it will introduce as it brings new products to market.
The Corteva Agriscience brand identity and logo and can be viewed at www.corteva.com.
It was announced earlier that the Materials Science company will carry the Dow name and its traditional logo. The business will be based at Dows long-time headquarters in Midland, MI.
Dow has nearly $44 billion in 2017 revenue.
The intended Specialty Products company, headquartered in Wilmington will become the new DuPont.
Marc Doyle, chief operating officer, Specialty Products Division of DowDuPont, said, “For more than 200 years, customers have looked to DuPont to help them turn their best ideas into real-world products. We are creating a premier innovation-driven specialty leader, drawing on expertise and assets from both heritage Dow and DuPont, which delivers the essential advances that our customers—and the world—need to thrive. We are deeply proud to have this company carry the DuPont™ name into the future.”
Specialty Products has $21 billion in 2017 pro forma revenue.
Additional brand development work for the intended Materials Science company and the intended Specialty Products company is ongoing. Both have collections of businesses that operated under various Dow and DuPont brand names.
As announced earlier this month, Materials Science is anticipated to separate by the end of the first quarter of 2019, and Agriculture and Specialty Products are expected to separate by June 1, 2019
