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Bring up Monsanto’s seed business and most will assume you’re talking about corn and soybeans.

What many may not realize is Monsanto’s been making inroads into the vegetable seed business since it purchased Seminis in 2005. As most would expect, they’re focused on bringing advanced breeding techniques and transgenic traits to vegetable growers. During Monsanto Media Days, Consuelo Madere, vice president of the global vegetable seeds division, discussed this growing business venture.

The company currently is marketing vegetable seed in 160 countries. Seminis is the largest brand, but there are several others which were acquired in 2007 (Western Seed, Poloni and Peotec) and 2008 (De Ruiter). Monsanto currently sells seed for 23 different crops.

Focusing on taste

When the company first entered the vegetable business, Madere says they worked with focus groups to pinpoint the direction their research and development should take. Rather than working on drought tolerance, insect protection or weed suppression, the biggest area open for improvement based on grower response is making vegetables taste better.

According to the Center for Disease Control, less than 25% of U.S. adults consume the recommended servings of fruits and vegetables each day. With much of a grocery store’s produce section harvested miles away from the point of sale, developing better tasting, yet transportable, varieties are top priority.

To do so, Madere explains they are delving into the chemical composition of vegetables. For example, with a tomato, the mix of acid and sugars are the determining factor in taste. The trick, using laboratory science, is to put the taste of a fresh-picked garden tomato in the hands of consumers, even in the dead of winter.