ADAMA US is proud to announce the launch of Brevis SC
RALEIGH, N.C., March 12, 2025 /PRNewswire-PRWeb/ -- After 12+ years of field trials, ADAMA US is proud to announce the launch of Brevis SC – a unique fruit thinner based on the new active ingredient, metamitron, a photosystem II (PSII) inhibitor that can be applied to safely manage crop load through a temporary reduction of carbohydrate production in apple or pear trees. Brevis SC differs from commonly used thinning products that rely on the hormonal or unknown insecticidal activity to chemically thin. It has a long history behind it and is already launched in approximately 30 other countries including New Zealand, Australia, Argentina and Chile, just to name a few.
"This mode of action changes everything. Brevis SC was developed by ADAMA to provide apple and pear growers with a wider application timeframe while delivering more consistent fruit thinning results that lead to better marketability and quality of the fruit," said Diane Reynolds, PhD., ADAMA US Marketing Leader. "Applying Brevis SC has an effect like that of shading. It reduces carbohydrate production which causes competition between the fruitlets. It helps to preserve the dominant fruit while the lateral fruits fall."
Per Inbar Greenspoon, ADAMA US Product Development Leader, "We worked closely with crop advisers, researchers and growers over the last decade to develop and test the Brevis SC formulation in a wide range of varieties, geographies, climatic conditions and agricultural practices. We found it to be effective on all apple and pear varieties with flexible application at a broader range of temperatures than other chemical thinning agents, and on fruit sizes between 5mm to 20mm.
In working with the US Environmental Protection Agency (EPA), Charlotte Sanson, ADAMA US Regulatory Leader stated, "We have worked very closely with the EPA to support registration of the product in the US and to show that this thinner is effective and will be a highly useful option for apple and fruit growers who are pleased to have access to Brevis as a reduced risk alternative.
As opposed to conventional thinning products which contain insecticide active ingredients like carbaryl, Brevis SC is an insecticide-free chemical thinner that is accepted across all major export markets. It provides consistent, insecticide-free thinning for apples and pears improving marketable fruit with significantly less risk to beneficials compared to insecticide-based thinning options.
Brevis SC is expected to be available for use in Washington state for in-season use in 2025 with sales commencing in early April. Additional state registrations, including key apple and pear states such as Oregon, Michigan and New York, are pending and Brevis SC will be available for the 2026 growing season.
About ADAMA
ADAMA is one of the world's leading crop protection companies. We strive to Create Simplicity in Agriculture – offering farmers effective products and services that simplify their lives and help them grow. With one of the most comprehensive and diversified portfolios of differentiated, quality products, our 5,000-strong team reaches farmers in more than 100 countries, providing them with solutions to control weeds, insects, and disease, and improve their yields. For more information, visit us at www.adama.com.
ADAMA Contact
Michelle Blair
Strategic Marketing Communications Manager
984-272-7467
Media Contact
Michelle Blair, ADAMA, 1 9842727467, [email protected], adama.com
SOURCE ADAMA
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