Genuity™ is the new brand identification system from Monsanto, under which all future technologies will be released. Until now, traits have been marketed as individual products and focusing on product features - not the greater impact of the trait. For example, Roundup Ready^© stands for tolerance to Roundup^© agricultural herbicides, but not the greater benefit of improving yield.

The Genuity brand identity system will make it easy for farmers to see what traits are in the product. Icons representing weeds, insects, weather and productivity illustrate clearly what the traits do. The specific traits in the seed will be listed under the appropriate icons.
 

Current traits will not migrate under the Genuity name, and they will continue to be represented with the logos we are familiar with.