Nunhems, the vegetable seed arm of Bayer CropScience, has announced that it is altering its North American distribution strategy to maximise value for the industry and the product supply chain.

The new strategy will see the group collaborate with selected strategic dealers and key customers directly, a move away from the current set-up where Nunhems counts dealers and distributors among its main customers.

'We are excited to be able to provide our customers with a specialised, global approach, but with local expertise,' said Nunhems' country head in the US Ron Amarel. 'We are able to bring resources and value to our customers that they may not have otherwise. With strong customer relationships come successful partnerships.'

Implementation will take place in April 2009, the group said, with Nunhems' managing director of marketing and sales Ko Remijnse hailing the importance of addressing customer needs directly.

'It is about developing relationships and collaborative opportunities while delivering the best possible vegetable genetics,' he said. 'As a seed genetics company, we invest a high percentage of our turnover into research and development. Direct and open communication with our customers will allow us to specifically address their needs when developing new, value-added vegetable genetics.'