Monsanto company, the "new Monsanto", focused on four key agricultural crops—soybeans, maize, wheat and cotton. Monsanto agreed to indemnify Pharmacia against potential liabilities from judgments against Solutia. As a result, the new Monsanto continued to be a party to numerous lawsuits over the prior Monsanto. Pharmacia was bought by Pfizer in 2003.) In 2005 Monsanto acquired Emergent Genetics and its Stoneville and NexGen cotton brands. Emergent was the third largest U.S. cotton seed company, with about 12% of the U.S. market. Monsanto's goal was to obtain "a strategic cotton germplasm and traits platform." Also in 2005, Monsanto purchased Seminis, the California-based
Monsanto was symbolically burned. Monsanto has engaged in various public relations campaigns to improve its image and public perception of some of its products. These include developing a relationship with scientist Richard Doll with respect to Agent Orange. Other campaigns include the joint funding with other biotech companies for the website GMO Answers. In 2009 Monsanto was chosen as "Forbes" magazine's company of the year. In 2010 Swiss research firm Covalence rated Monsanto least ethical of 581 multinational corporations based on their EthicalQuote reputation tracking index which "aggregates thousands of positive and negative news items published by the media, companies, and