Bayer’s world of in­no­va­tion looks to a bet­ter fu­ture

China Daily (Hong Kong) - - GREEN CHINA - By ZHUAN TI zhuanti@chi­nadaily.com.cn

Phar­ma­ceu­ti­cal and chem­i­cal gi­ant Bayer is com­mit­ted to in­ten­si­fy­ing its re­search in China to make “the world’s fac­tory” a hub for in­no­va­tion.

Jo­hannes M. Di­etsch, pres­i­dent of Bayer Greater China Group, said the Ger­man com­pany is in­vest­ing heav­ily in R& D to pro­vide in­no­va­tive goods that can meet China’s needs.

“With in­no­va­tive prod­ucts that are de­signed to ad­dress core needs in China, for ex­am­ple ur­ban­iza­tion, or the ag­ing pop­u­la­tion, or sus­tain­able farm­ing, we be­lieve that we have a re­ally strong prod­uct port­fo­lio in place that can cap­ture the op­por­tu­ni­ties in China”, he said at the Shang­hai Sci­ence and Tech­nol­ogy Mu­seum on Wed­nes­day, as he opened the lo­cal leg of a ma­jor ex­hi­bi­tion to mark the 150th an­niver­sary of Bayer.

Not­ing China is Bayer’s largest Asia-Pa­cific and third­largest global mar­ket, Di­etsch said: “We want to in­ten­sify our re­search in China to move from ‘made in China’ to ‘cre­ated in China’.”

Run­ning onto Fri­day, the ex­hi­bi­tion, themed, “Bayer: Sci­ence For A Bet­ter Life”, is part of a world An­niver­sary Tour tak­ing the in­ter­ac­tive show to some 30 venues in Europe, Amer­ica, Asia, Africa and Aus­tralia.

The ex­hi­bi­tion gives visi­tors a chance to see and ex­pe­ri­ence for them­selves how Bayer im­proves the qual­ity of life for peo­ple world­wide, fo­cus­ing on health­care, agri­cul­ture and high-per­for­mance ma­te­ri­als.

“We want to demon­strate suc­cess sto­ries about in­no­va­tion and sci­ence, and we want to let you know about our new tech­nolo­gies and our prod­ucts, and our his­tory as well,” Di­etsch told re­porters.

At most mu­se­ums, the visi­tors are warned, “don’t touch”, but at the Bayer ex­hi­bi­tion that rule does not ap­ply. On the con­trary, the ex­hibits – mi­cro­scopes, ther­mal imaging cam­eras, dig­i­tal games and many more – are de­signed for vis­i­tor par­tic­i­pa­tion, to be touched and used.

The con­cept of the ex­hi­bi­tion com­bines en­ter­tain­ing el­e­ments with ed­u­ca­tional ones to en­cour­age visi­tors to in­ter­act with the dis­plays.

“Many peo­ple are only in­di­rectly fa­mil­iar with the ser­vices and prod­ucts pro­vided by Bayer. The ex­hibits on show are taken from real-life, tan­gi­ble ex­am­ples and in­tended to make clear how Bayer, through re­search and in­no­va­tive prod­ucts, helps im­prove the lives of mil­lions of peo­ple around the world,” said Di­etsch.

“The ex­hi­bi­tion also shows how our em­ploy­ees put our cor­po­rate mis­sion – Bayer: Sci­ence For A Bet­ter Life – into prac­tice,” he added.

The ex­hibits com­prises 22 boxes, ap­prox­i­mately 2-me­ters high, with a cap­i­tal let­ter, each of which refers to a Bayer topic – from A for as­pirin via E for en­ergy-ef­fi­cient mo­bil­ity through to R for rice.

Each box con­tains im­ages and in­for­ma­tional text on the sci­en­tific back­ground and so­cial as­pects of the Bayer topic in ques­tion, and there are nu­mer­ous in­ter­ac­tive el­e­ments for visi­tors to try out and ex­pe­ri­ence for them­selves.

Set up to­gether, the boxes spell out Bayer’s mis­sion: Sci­ence For A Bet­ter Life.

The ex­hi­bi­tion had its pre­miere in Lev­erkusen, Ger­many in Fe­bru­ary. In early March, the Bayer Event Team packed the ex­hibits into con­tain­ers and sent them on a world tour.

As well as Shang­hai, many ma­jor in­ter­na­tional cities such as Lon­don, São Paulo and Syd­ney were also on the itin­er­ary.

“Any­body wish­ing to gain a fas­ci­nat­ing and in­for­ma­tive insight into how re­search and sci­ence en­rich our daily lives is more than wel­come to visit our An­niver­sary Tour.” Di­etsch said. “We look for­ward to see­ing many visi­tors.”

In ad­di­tion to in­no­va­tion, con­stant changes in its prod­uct port­fo­lio, to adapt to the chang­ing world and in­ter­na­tion­al­iza­tion, is another el­e­ment that has made Bayer so suc­cess­ful over the past 150 years, he said.

“We do this in line with our mis­sion state­ment: Sci­ence for a bet­ter life. Our prod­ucts are de­signed to im­prove peo­ple’s life,” Di­etsch said, not­ing Bayer takes a long-term view on “cre­at­ing prod­ucts”.

“All our pro­cesses are also de­signed in a sus­tain­able way. And we want to make this com­mit­ment to the fu­ture, based on in­no­va­tion and sus­tain­able de­vel­op­ment in our pro­cesses and prod­ucts,” he added.

Aside from this ex­hi­bi­tion, the Bayer Group has cel­e­brated its 150th an­niver­sary in China with a se­ries of events, mainly fo­cus­ing on its more than 13,000 em­ploy­ees in this mar­ket, fill­ing the en­tire year with joy.

Th­ese events in­clude My Bayer Story, An­niver­sary Lunch, 150 Role Mod­els, and the Bayer An­niver­sary Song.

The 150 Years of Bayer Road­show, which cel­e­brated Bayer’s past, present and fu­ture also made stops at eight Bayer of­fices and sites, and re­ceived more than 7,000 visi­tors in Shang­hai, Guangzhou, Bei­jing and Chengdu.

Bayer in China

Bayer’s pres­ence in China dates back to more than 130 years when the com­pany be­gan sup­ply­ing dyes in 1882. It founded a trad­ing com­pany in Shang­hai in 1913.

In 1989 Bayer be­came the first Western com­pany to set up an agro­chem­i­cal joint ven­ture af­ter the coun­try be­gan its open­ing- up in the late 1970s.

It now has 24 le­gal en­ti­ties, 12 pro­duc­tion sites and 13,000 em­ploy­ees in the coun­try.

PHO­TOS PRO­VIDED TO CHINA DAILY

Jo­hannes M. Di­etsch, pres­i­dent of Bayer Greater China Group, at the launch cer­e­mony of the Shang­hai leg of a ma­jor ex­hi­bi­tion to mark the 150th an­niver­sary of Bayer.

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