Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9 Page 10 Page 11 Page 12 Page 13 Page 14 Page 15 Page 16 Page 17 Page 18 Page 19 Page 20 Page 21 Page 22 Page 23 Page 24 Page 25 Page 26 Page 27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35 Page 36 Page 37 Page 38 Page 39 Page 40 Page 41 Page 42 Page 43 Page 44 Page 45 Page 46 Page 47 Page 48 Page 49 Page 50 Page 51 Page 52 Page 53 Page 54 Page 55 Page 56 Page 57 Page 58 Page 59 Page 60 Page 61 Page 62 Page 63 Page 64 Page 65 Page 66 Page 67 Page 68 Page 69 Page 70 Page 71 Page 72 Page 73 Page 74 Page 75 Page 76 Page 77 Page 78 Page 79 Page 80 Page 81 Page 82 Page 83 Page 84 Page 85 Page 86 Page 87 Page 8858 • Between Turnrows dying and all those healthy green soybeans and just being astounded.” Monsanto’s original motivation for development of genetically engineered soybeans was to increase the market share for Roundup, but they quickly discovered that the seed business was much more lucrative. Dr. Lanny Ashlock, “Mr. Soybean” remembers, “The advent of the Roundup Ready soybean was truly revolutionary. I underestimated how quickly farmers would move to that system. Within four years 90 percent of soybean acres were planted with Roundup Ready varieties.” Mark Waldrip says, “The Roundup Ready system com- pletely changed soybean farming in the Delta. Fields with heavy, poorly drained soils that had always had a lot of weed pressure were suddenly clean and yielding better than they ever had. Fields that you used to try and hide were suddenly the ones you wanted to show your banker!” Seed broker Janie Boone says, “Traited seed changed my business fundamentally because it allowed for private varieties to emerge. Conventional varieties no longer dominated the market and companies were able to start building and protecting their own brands of seed.” According to Kelly Phipps the timing of the introduction of Roundup Ready soybeans and the new owners’ purchase of Cullum Seeds could not have been better. “It was the perfect transition actually,” Kelly says. “We were able to grow from a cus- tom growing and processing business into a branding, marketing and sales business.” Cullum Seeds had new ownership, a new business model and a new category of products to work with. Now they were ready for a new name. Dr. Lanny Ashlock with grower Greg Simpson preparing for a plot harvest in Dumas, Arkansas. Dr. Lanny is wearing a Delta King cap during the time when Cullum Seeds sold the Delta King brand as their “Gumbo-Proven® ” bean.