SYNGENTA HAS announced that Adage seed treatment insecticide, recently launched in the United States, will be renamed Cruiser seed treatment insecticide to create a consistent, global brand name.

“Cruiser is our global trade name for seed treatment products with the active ingredient thiamethoxam. Unfortunately, we were unable to secure the Cruiser trademark in the United States when we received the Section 3 label, so we launched as Adage,” said Mark Jirak, seed treatment manger for Syngenta.

“We have now been able to secure the rights to the Cruiser name in the United States, so we feel we can simplify recognition for our customers by standardizing to the Cruiser name globally. Seed moves around the world, and thus seed treatments move around the world, and now we will have a trade name recognized globally for the product and the benefits it provides.”

“Cruiser is a global product with a global marketing strategy,” said Michael Boden, product manager for Cruiser. “Although the name of the product has changed in the United States, Cruiser is the same exact product as Adage and provides growers with the same effective protection against harmful pests in cotton, sorghum, barley and wheat. With its higher water solubility, Cruiser activates more quickly than competitive products. Once absorbed by insect pests, thiamethoxam inhibits receptors from transmitting the message to continue eating. Feeding is quickly terminated, hence preventing damage to the plant.”