Growing Matters Launches 2026 BeSure! Campaign for Stewardship

Annual initiative promotes responsible product usage and best practices to protect pollinators and the environment during planting and growing seasons.

Mar. 12, 2026 at 6:00pm

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Growing Matters, a consortium of agricultural companies, has launched its 2026 annual BeSure! campaign to champion responsible product usage and best management practices for growers and applicators during crucial planting and growing periods. The campaign aims to reach applicators and growers of row crops, fruits, nuts, vegetables, turf, trees and ornamental plants that use neonicotinoid products, providing resources on protecting bees and other wildlife.

Why it matters

Responsible stewardship of crop protection products is crucial to safeguarding the environment, pollinators, and surrounding communities. The BeSure! campaign fosters industry-wide collaboration to promote best practices and minimize potential impacts, ensuring the sustainable use of important agricultural tools.

The details

The BeSure! campaign offers guidance for both applicators and growers. For applicators, it emphasizes compliance with regulations, following label instructions, adopting drift-reduction practices, and properly disposing of unused products. For growers, it recommends following label directions, using advanced seed flow lubricants, directing foliar sprays away from flowering plants and waterbodies, and communicating with nearby beekeepers.

  • The 2026 planting season has begun, prompting the launch of the annual BeSure! campaign.

The players

Growing Matters

A consortium of agricultural companies, including Bayer, Syngenta, Valent U.S.A., BASF, Mitsui Chemicals Crop & Life Solutions, Gowan Company, and PBI Gordon Corporation, that is committed to promoting the responsible use of neonicotinoid insecticides.

American Seed Trade Association (ASTA)

A leading industry organization that represents over 650 companies involved in seed production, plant breeding, and related industries in North America. ASTA is a partner in the BeSure! campaign and promotes the safe and proper use of crop protection tools.

Florida Fruit and Vegetable Association

An agricultural organization whose membership represents the majority of fruit and vegetable production in the state of Florida. The association has endorsed the BeSure! campaign and its efforts to support growers while protecting pollinators and the environment.

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What they’re saying

“The American Seed Trade Association is pleased to continue our partnership with Growing Matters and the BeSure! Initiative. As part of our ongoing work to support growers, ASTA encourages the safe and proper use of crop protection tools to protect our pollinators, wildlife, and environment through our Guide to Seed Treatment Stewardship. Farmers are our best stewards of the land; ASTA and our partners will continue to provide them with better seed to produce better crops for a better quality of life.”

— Andy LaVigne, President and CEO, American Seed Trade Association

“Honey bees and other pollinators play a vital role across many of Florida's agricultural commodities. The BeSure! campaign highlights how careful product use, consistent communication and responsible stewardship can minimize potential impacts on pollinators while supporting growers' needs.”

— Mike Aerts, Vice President of Science and Regulatory Affairs, Florida Fruit and Vegetable Association

What’s next

The BeSure! campaign will continue to provide practical stewardship guidance and resources to growers and applicators throughout the 2026 planting and growing season.

The takeaway

The BeSure! campaign demonstrates the agricultural industry's commitment to environmental protection and responsible stewardship of crop protection products. By promoting best practices and fostering collaboration, the initiative aims to support growers' needs while minimizing potential impacts on pollinators and the surrounding ecosystem.