Wednesday, May 2, 2012

Dow's marketing message misses its mark

If recent reports are any indication of how green marketing initiatives may be having a hard time finding their mark, it seems Dow Chemical Co. (NYSE: DOW) has some lessons to learn in convincing consumers it is on a sustainable path.

The Midland, Mich.-based company was recently in the line of fire as its new herbicide and genetically modified corn project, Enlist, moves closer toward regulatory appeal.

If approved, the company will roll out the new corn seeds, alongside its 2,4-D herbicide next year. The new corn will be immune to the chemical compound, which contains 2,4-D and glyphosate. The combination will be able to kill the surrounding weeds that have become resistant to the glyphosate alone, without harming the corn itself.


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