2018
LNZ Group launches the new DEFENDA crop protection brand
LNZ Group is launching a new brand of generic crop protection products – DEFENDA.
Today the product line includes 46 products. Among them: 23 herbicides, 6 fungicides, 6 insecticides, 7 seed treatments, as well as a growth regulator, adjuvants and a desiccant. Products already well known on the market include: herbicides Sumaro, Aksakal, Betagard, Napalm, Sora-Net; fungicides Metsenat and Absoliut, insecticides Bombardyr, Alfa Super.
In 2016, LNZ Group became the owner of a whole range of modern, highly effective products, bringing them together under the UkrAgroProtect brand. Initially the chemical company served only the needs of LNZ Group, but over time its products came into demand among the agricultural holding's partners, as well as large, medium and small farmers. That is why we have improved the product line and decided to bring this line of business fully to the market.
«We have already achieved a great deal with UkrAgroProtect, and we will continue developing the crop protection market with the new DEFENDA brand. With optimal investment in our crop protection products, farmers gained up to 15% in yield. That is why we grew exponentially, which has taken us to a new level. We have now updated our range and are presenting a premium line of generic products», — says Serhii Borysov, director of UkrAgroProtect.
LNZ Group founder Dmytro Kravchenko is confident that the balance of power on the crop protection market has changed forever. Multinational originator companies have made an enormous contribution to the creation of agricultural chemistry. Now generic manufacturers are obliged to make quality crop protection products more accessible to all farmers. And this is confirmed today by all the global mergers and acquisitions in the world of agribusiness. A new era of crop protection has begun.
«The new approach to crop protection is, above all, about efficiency and openness on the market. We state transparently: yes, our products are generic, but that does not mean "low-quality", "made in a hurry", "poorly studied" and so on. We work with the best plants that have withstood tough competition under environmental protection requirements. We offer cooperation with full confidence in the quality and consistency of results, since we test everything in our own fields. This is what I call generating new crop protection», — noted Dmytro Kravchenko.
Dmytro Kravchenko, founder of LNZ Group
The market is currently oversaturated with generics, and working with some dubious generic brands has caused large-scale damage to the market itself. That is why we are convinced that savings should be made more carefully, using only proven products.
The main advantages of DEFENDA crop protection products are an optimal price-quality ratio, a wide product line that makes it possible to plan a complete and reliable crop protection program, a comprehensive approach and, most importantly, honesty and openness with customers.
«In this case, we were inspired by the fact that we were creating a modern face in a new era of agricultural chemistry. Analysing the hyperactivity on the crop protection market, looking at the company's plans and sensing its mood, we realised that an ordinary working brand would not be enough. It is clear, easy to pronounce, stands out from others, yet at the same time is on a par with strong players. What is more, it maintains a link with the parent business. The font, colours and shape of the logo were chosen to express openness, reliability, quality and a systematic approach to doing business by the owner and his team. The brand image is completed by the motivating slogan — Generating new protection», — Mykhailo Mukovoz, creative director of the agricultural branding agency Mukovoz.Design, revealed the nuances of the new DEFENDA brand.
