Bayer Will Retire Monsanto's Brand Name
Bayer, which bought the agricultural company last week, will retire the Monsanto brand name as soon as it’s allowed to integrate the two businesses, which will happen after it completes some divestitures.
Branding experts say the decision was a no-brainer, given the baggage that accompanied the Monsanto name. “Bayer sees that the Monsanto brand is rat poison in the public eye,” says Eric Schiffer, chairman of Reputation Management Consultants in Irvine, Calif. “It’s a threat to their brand to allow the name to continue.”
Even though Bayer, DuPont and other companies make competing lines of agricultural chemicals and genetically modified seeds, Monsanto always seemed to be activists’ No. 1 enemy. The Creve Coeur firm even showed up on a list of America’s most hated companies.
Such hatred dates to the early days of genetically modified crops, when Monsanto refused to take its critics seriously.