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36 I EUROPEAN SEED I EUROPEAN-SEED.COM hen Germany and Argentina met at the 2014 World Cup soccer final in Rio de Janeiros Estdio do Maracan they played on world-class turf maintained in peak condition. Despite enduring seven tough games during the preceding month the grass was as fit and match-ready as the German and Argentine players. A year later at the 2015 Copa Amrica in Chile turf grown from DLF seed was once again the fresh green star of another thrilling South American soccer final. To produce world-class grass seed takes decades of research and development. But thats what marks DLF out. In every grass-growing market in which it operates DLF has become a premier brand with loyal customers across the world. DLFs organic growth driven by the groups focus on seeds science and service has been supplemented by a series of astute mergers and acquisitions. Since the formation of DLF-TRIFOLIUM in 1988 turnover has increased more than tenfold and the company has acquired leading industry names such as Perryfields in Britain Cebeco Seeds Group and the grass- seed activities of Advanta in the Netherlands and the Pickseed companies in Canada and the United States. As Truels Damsgaard CEO of DLF explains growth through mergers and acquisitions can have disadvantages. We had reached a point where the DLF identity was becoming blurred by the many different names and logos under which we were operating throughout the world he says. We felt that it was time to unite the DLF family under a single world-recognisable identity with a new name and logo. As a result all former company names including Innoseeds Prodana and even DLF-TRIFOLIUM are now gone. All have been replaced by DLF and a common DLF logo. By adopting a single name DLF becomes a more cohesive unit with a common identity in a competitive globalized market. It makes us instantly recognisable and helps us communicate what we stand for in a way that is independent of nations and cultures says Truels. NEW LOOK SAME PROMISE The new name and logo draw their strength from elements that are well- known to the market. The logo retains the three leaves of grass a symbol recognised the world over with the addition of three playful bubbles. By focusing on the trusted DLF name the DLF Group has created a powerful worldwide brand. The company has also drawn on its core values and identified strengths science quality added value and trust to define a circle of growth that characterizes the company. To maintain its market leadership and to support further business expansion DLF will continue to invest in RD. It will also invest in applied biotechnology to support its conventional breeding efforts. In North America where the merger with the Pickseed Group of Companies is still recent the DLF Pickseed name will continue. EXPANDING THE STRATEGIC SCOPE Corporate acquisitions have given the company access to new gene pools offering short cuts to a wide range of new grass-seed varieties. Truels Damsgaard says The strategic scope of the DLF Group has expanded in recent years most recently with the acquisition of the Pickseed Group of Companies in North America. North America now accounts for about a third of group turno- ver. The scope of our existing business activities combined with new strategic goals have led us to reorganise our com- mercial activities within Strategic Business Units covering three geo- graphic zones. DLF Strategic Business Units SBUs Greater Europe Russia and former Soviet Republics and China North America Southern Hemisphere The Southern Hemisphere SBU will have priority in the years ahead. The objective is to establish a number of bridgeheads within the region. In the emerging economies of the worlds tropical zones theres an urgent need to increase food production. Although DLF has not previously supplied tropical forage grasses that situation can easily change during the coming years. As a science-based seed company we have a technology base a knowledge base and an infrastructure that we can readily adapt to tropical forage grasses says Truels Damsgaard. GREATER EFFICIENCIES WITHIN GREATER EUROPE Greater Europe accounts for more than half of Group turnover says CCO Sren Halbye who leads the Greater Europe SBU. By implementing an SBU structure across the region we consolidate a number of group companies in Denmark Benelux France the British Isles Germany Czech Republic Russia and China. This enables us to coordinate and join our sales forces in a more efficient way. I am sure our customers will benefit. MOVING FORWARD FROM A POSITION OF STRENGTH United by its shared name and logo and a shared set of values DLF now offers its customers clarity and consistency in every market and region in which it operates. As the DLF logo says the company is all about seeds and science. By investing in RD including applied biotechnology DLF will continue to develop the grass-seed varieties and the know-how that markets across the world need. THE WORLDS LEADING NAME IN GRASS SEED PROMOTED CONTENT SCI ENCE TRU ST QUA LITY ADDED VALUE THE DLF STORY IS ABOUT SEEDS GROWTH AND SCIENCE. THE FARMERS COOPERATIVE THAT BEGAN AS A REGIONAL SEED PRODUCER IN DENMARK IS NOW MORE THAN 100 YEARS LATER THE WORLDS LEADING GRASS-SEED ENTERPRISE.