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DLF seed company launches North American brand and business unification

No change to products and branding

October 13, 2022  By Turf & Rec



DLF Pickseed has unified its brand and business under the name DLF – a forage and turf seed business that has been operating for more than a century.

“This evolution synchronizes the influence of DLF’s highly recognized regional brands into a common, stronger identity,” Neil Douglas, executive vice president, DLF North America, said. “As DLF, our North American voice becomes amplified, empowered, and important on the global seed stage.”

The company has moved from geographical divisions to functional groups, creating leadership-by-function to bond its teams together versus dividing them by country. The new structure allows for collaboration across operations and shared services that are foundational to sustainable growth and customer success.

“By aligning our brand and approach, we are well positioned to meet customer demands and deliver new value into the future,” Douglas said. “We can better leverage the groups’ strengths and synergies to continue to lead and innovate.”

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He added customers will continue to have access to the same products, brands, and staff as they do today, noting the new alignment brings greater availability to enhanced services, tools, and support by allowing DLF to focus its resources.

“As a true North American company, our sphere of influence expands greatly. We can deliver substantial product innovation and solve complex challenges as part of a global organization committed to R&D, our customers, and our planet.”

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“The Pickseed brand has a strong legacy in several of the markets we serve, and we will continue to honor it as we evolve,” Douglas said. “We are excited to build upon what has been created over the last century.”

DLF is a global seed company owned by Danish grass seed farmers with more than 2,200 employees in 22 countries worldwide


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