b'PARTNER CONTENTForty Percent Market Share in Year Three: Thats the Kannar DifferenceBy: Sam Cloete, CEO - Kannar Earth Science, Ltd.W hen business partners ask us to help them develop and com-mercialize a new product or innovation, our answer at Kannar Earth Science, Ltd. is usually YES! Heres an example:A few years ago, a top five crop pro-tection manufacturer came to us with a great new fungicide chemistry package that addressed the key disease resistance issue of Aspergillus negatively impacting seed peanuts. The unique combination of pesticides was a big step forward for industry but needed specialty application. Were proud to be industrys go-to expert and problem-solver for seed applied tech-nologies, so we got right to work to help build an improved version of this new seed treatment. The proof of success comes in sales. In 2022, which marked just two years since its introduction and four years since wed started working on it, the new liquid seed treatment package captured more than 25% of all peanut acres produced in the United States. In 2023, we have already captured north of 40% and we forecast a stunning 65% during the 2024 season.How are we doing it? from Kannar are a planned next step fol- new technology, these new products offer-To facilitate a better experience for thelowing large scale on-farm trials. ings were well received. grower and a more efficient experienceTo find solutions that specificallyWere excited about what has been for applicators, we worked out the path forsuited peanuts, our team connected withachieved, we are grateful for sheller-treat-changing the chemistry from dry to liquidexperts and together we immersed our- ers who are progressive in bringing value applied, a huge change given that peanutselves in everything to do with peanuts.to growers, and were so proud to be part treatments have always been powder- We visited almost every seed treatmentof making this big innovation possible to based. Kannar also adjusted and opti- location multiple times, and dug deep togrowers!mized equipment and its application ratebecome subject matter experts in every- Is that kind of success do-able again? as well as timing methods Meanwhile, wething to do with that crops unique seedAbsolutely. We welcome business part-dug deeper into the chemistrys make-up,treatment needs. By the time we wereners who come to us with a technology building on the active ingredient pack- ready to launch Ipconazole-based technol- and a target crop. As we did in peanuts, age with other seed applied technologiesogies, we were able to provide the industrywe believe we can again prove ourselves a like polymers and finishers, to create anwith full-spectrum consultation of howcatalyst and proven conduit to market. We easier-to-apply product that fully com- the product could work across the entireinvite other innovators to partner with us municates the value of the new generationvalue chain. And, due to Kannars dem- in developing and commercializing highly fungicide. Value-added biologicals andonstrated commitment to industry peaceeffective and environmentally sound other yield enhancement technologiesof mind and providing confidence in anytechnologies.JUNE 2023 SEEDWORLD.COM /47'