In line with its commitment to providing agronomic support to help farmers increase their productivity and profitability, Corteva Agrisciencethe global agricultural company, launched ‘Udayan- Tarakki ka Naya Savera’ – an integrated farmer engagement programme. The Udayan program is designed to build and maintain a relationship with Corteva’s customers and channel partners.
Aiming to empower farmers and bring them prosperity, the program focuses on the “3As – Aware, Alert, Act”, as a catalyst for change. The program defines clear milestones to cover all phases of the rice cycle, from pre-sowing to harvest. It further aims to sensitize and sensitize rice farmers on the threat of Brown Leafhoppers (BPH), fast and effective use of Pexalon, a scientific and sustainable solution to manage the BPH threat, thereby increasing productivity by 10%.
An industry-first initiative, Corteva has introduced a content-driven, customer-centric communication and technology solution to engage existing Pexalon users, onboard new users and unite rice farmers across India in their fight against BPH infestation. With the help of “Farmer Connect App”, farmers can scan unique QR codes printed on Corteva products to distinguish a “genuine Pexalon product” from a counterfeit one, engage with other rice farmers and encourage others to use Pexalon .
In the space of 4 months since the launch of the Udayan program, Corteva has brought more than 10 lakh acres of farmland under the various crop protection and care. Over 1.13 lakh farmers have stayed connected through the app and thousands of field photos have been shared. Thousands of farmers interacted on social networks and learned how to better use crop protection some products.
This program has been amplified by creating a robust campaign ecosystem linking all of our field activities to our digital program through the Farmer Connect app. All through an elaborate and phased content marketing campaign tailored in cross-border regional languages, demographics and psychographics at every stage, across our marketing channels.
Commenting on the program, Gurpreet Bhathal, Marketing Manager, Corteva Agriscience South Asia said, “Corteva is committed to working to develop technology-driven solutions to meet the needs of today’s farmers while anticipating the challenges of tomorrow. Our goal is to provide products and services to help farmers produce what our food system demands while conserving resources and preserving the earth. In line with this commitment, our “Udayan” program aims to educate the farming community to use sustainable crop protection products that enable growers to protect their crops with precision.”
According to the Food and Agriculture Organization of the United Nations (FAO), up to 40% of food crops are lost each year due to pests and plant diseases. One of the main reasons is the low use of crop protection. In India, rice farmers are struggling with declining productivity, quality and quantity of crop yield due to pest attacks, especially the ‘Brown Plant Hopper (BPH), which reduces the production of n anywhere between 30% and 70%. Through the Udayan program, Corteva aims to harmonize ecological, economic and social aspects holistically and secure benefits for rice farmers and farmland.