Corteva introduces one-of-a-kind tech driven integrated farmer engagement programme

The programme defines clear milestones to cover all phases of the rice growing cycle from pre-sowing to harvesting

Corteva Agriscience, the global agriculture company, has recently introduced ‘Udayan – Tarakki ka Naya Savera’- an integrated farmer engagement programme is focused to establish and nurture a relationship with Corteva’s customers and channel partners. Aimed at empowering the farmers and bringing prosperity to them, the programme focuses on 3As – Aware, Alert, Act, as an enabler of change. The programme defines clear milestones to cover all phases of the rice growing cycle from pre-sowing to harvesting. It further aims to create awareness and sensitise rice farmers on brown plant hoppers (BPH) menace, timely and effective usage of Pexalon, a science-based and sustainable solution to manage the BPH menace, thus increasing yield productivity by 10 per cent.

With the help of ‘Farmer Connect App’, farmers can scan unique QR codes printed on Corteva products to distinguish between a ‘genuine Pexalon product’ against counterfeit, engage with fellow rice farmers and encourage others to use Pexalon.

In a span of 4 months since the launch of Udayan programme, Corteva brought more than 10 lakh acre farmland under various crop protection and care. More than 1.13 lakh farmers stayed connected through the app, and thousands of field photos were shared. Lakhs of farmers interacted on social media and learnt to use better crop protection products.

This programme was amplified by building a robust campaign ecosystem connecting all on-ground activities with digital programme via the Farmer Connect app. Commenting on the program, Gurpreet Bhathal, Marketing Director, Corteva Agriscience South Asia said, “Corteva is committed to working towards developing technology-driven solutions to meet farmers’ needs today while anticipating tomorrow’s challenges. We aim to provide products and services to help farmers produce what our food system demands while conserving resources and sustaining the land. In line with this commitment, our ‘Udayan’ programme focuses on educating the farmer community to use sustainable crop protection products that empower growers, protect their crop with precision.”

The programme defines clear milestones to cover