Monsanto Hawaii launches new ad campaign

Monsanto Hawaii has launched a new awareness campaign as part of its ongoing efforts to promote an open dialogue with the community and secure a greater understanding about the company’s farming practices and products.

Monsanto Hawaii has been reaching out to the community since early last year in an effort to improve its relationship with its neighbors, according to a press release. Over the past 18 months, the company learned that many residents did not have a strong awareness of who Monsanto is or what it did in the islands. As a result, Monsanto Hawaii has developed a series of advertisements that will begin running soon to help ensure better understanding of Monsanto Hawaii’s activities and the people who work there.

“Monsanto wants to address questions and comments from local residents, and to share more information about our farms and activities in Hawaii,” said John Purcell, Hawaii Business and Technology Lead at Monsanto Hawaii. “We understand that a lot of people aren’t aware of who we are or what we do in Hawaii or around the world. This ad campaign is one way for us to keep reaching out to our local communities and dispel myths that may exist about us.”

The ad campaign highlights the people who work at Monsanto and the company’s efforts in community. Last year, Monsanto also launched a Hawaii-specific website, Facebook page and Twitter page (@monsantohawaii) where people can read about their farming practices and the company’s contributions to Hawaii. The website also answers questions submitted by consumers regarding their operations and the industry in general.

Monsanto Hawaii has also increased its efforts to both learn from and to introduce themselves to the community through its telephone town hall, farm tours and neighborhood walks. During this process the company has reached out directly to tens of thousands of local residents.

“Based on thousands of conversations with residents throughout the state, we’ve heard loud and clear that Monsanto Hawaii needs to do more to educate the public about our local farms. This ad campaign, highlighting the hard working, local employees of Monsanto, is one piece of how we are doing just that,” said Purcell.


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