According to the Western Farm Press Monsanto’s main branding activity has been to create a new word named “Genuity”, which is a way of “branding to simplify trait profusion” (Monsanto, 2009). This branding is used to allow farmers to be able to pick genetics which make sense to the geographical area that the farmer is located. While many people consider this a potential health risk there is a good side to this branding. The good side is that areas with extreme drought have the ability to have drought resistant plants which means more food available and more incentive to become and stay a farmer. In countries like Africa where food is limited this could be a game changer. Imagine growing potatoes, corn, and vegetables in the poor soil of Africa
