Vistive® is the Gold Standard
On January 6th, 2010, Monsanto announced eleven project advancements in an annual research and development pipeline update. One of those projects was Vistive Gold.
The Vistive® Gold trait, formerly known as Vistive® III, delivers a trans fat free, reduced saturated fat soybean oil with increased stability for frying and baking applications.
Monsanto recently completed submissions to the U.S. Department of Agriculture and FDA in support of the Vistive Gold trait. Vistive Gold soybeans advanced to Phase 4 in the pipeline. Oil from Vistive Gold soybeans will have monounsaturated fat content similar to olive oil and low saturated fat content like canola oil. This will allow the food industry to cost-effectively eliminate trans fats and significantly lower saturated fat content of food products.
The name Vistive Gold wasn’t just pulled out of a hat. It evolved as a normal part of the branding process for the product.
“Vistive III was an internal project name for the product, Steve Joehl, director, specialty grains, said. “It has never been our intent to market the product, once approved, as Vistive III. The branding of a name for the product is a normal part of our planning as we begin to position the product with food companies, prior to commercialization.”
“It is time to begin preparing the product for commercialization, since it has advanced to Phase 4 – ‘Pre Launch,’ he said. “This Phase change will be announced publicly during the investor call January 6.
Joehl said that eight groups of consumers and four groups of farmers, including farmers’ wives took part in six separate focus groups to determine the best brand name.
Other names that were considered were Heartrich, Heartsoy, Heartrise, Select, Enlight, Emerald, and Life.
“Gold was chosen because it consistently suggests a premium, highly desirable product, Joehl said. “It generates interest among some consumers. The Vistive® name was appealing to some as the oil name. Vistive Gold was particularly strong with some of the Vistive growers’ wives, who wanted the Vistive name to be promoted in the general public. They had strong feelings in favor of recognizing the hard work of Vistive farmers.”
The feelings of farmers regarding the name Vistive Gold can best be characterized by direct quotes such as, “I like Vistive Gold…sounds like a gold medal,” and “You think of the best and it gets your attention as an ideal oil that would be healthier.”
North America (Canada, U.S., Mexico) approval for Vistive Gold is expected third quarter 2011. Full global approval is expected early 2013.
“Vistive and Vistive Gold tested very strong with consumers and farmer groups,” Joehl said. “Using Vistive Gold will allow us to expand the already positive feeling and image of the Vistive brand that has been established during the past five years.”
ALWAYS READ AND FOLLOW PESTICIDE LABEL DIRECTIONS. Vistive® is a registered trademark of Monsanto Technology LLC. ©2010 Monsanto Company.
