Don Mario reopened the gates of his experimental field in Chacabuco with a new edition of Don Mario Más, this time focused on wheat. The field is also used to view summer crops, prior to the harvest. The event allowed attendees to see the current portfolio and also the launch of three new varieties that will be available for the next campaign. But the central message pointed to the prospects of the crop and the role of Sembrá Evolución, the system that the industry created to boost investments, biotechnology, and competitiveness in self-pollinating seeds. Patricio Munilla, brand manager of Don Mario, explained that the objective of these events is to maintain the direct link with those who sow. He said that “field events have that closeness that shows us as a brand to be close to the producers” and that they allow “listening to them firsthand and having them tell us their experiences.” According to him, this back and forth was key for the company to achieve notable growth in ...