Becker Underwood Synchronizes its Marketing and Mission

MicroBio Group, Inc., officially assumed the Becker Underwood name after the company’s 2000 acquisition. In a May 13 company-wide internal Web cast, Becker Underwood unveiled its global brand positioning program, which focuses on establishing a synergetic company identity.

“Operationally, we have been working to function as a singular global company since the acquisition took place in 2000,” said Peter Innes, president of the Ames, Iowa-based company, in a press release. “Our product offerings have brought value to the marketplace in a way that is consistent with this company’s mission. Now all of our facilities sand products reflect that singular identity and that singular commitment to quality and service.”

To solidify a singular brand, leading MicroBio products, such as rhizobium inoculants and beneficial nematodes, all will be sold under the Becker Underwood name. Furthermore, the company consolidated former MicroBio headquarters in Cambridge, U.K., with its upgraded production facility in Littlehampton, U.K. This facility and the Saskatoon, Canada, operation will continue formulating and marketing beneficial organisms, which can reduce pesticide and fertilizer use.

“We will continue to build upon MicroBio’s position as an international developer of natural solutions to pest and disease problems,” Innes said, noting a company focus on bio-research and production in all three facilities.

View the Web cast on www.netbriefings.com/event/beckerunderwood/Archives/webcast.